Blessed Beer: BBC Jefferson’s Reserve Bourbon Barrel Stout launch.

Good beer and good marketing? It isn't impossible, and as a case in point, read about BBC's bourbon barrel ceremonials ... starting tomorrow afternoon. Here's the press release:

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On Thursday March 9th BBC Beer Company will launch its Jefferson's Reserve Bourbon Barrel Stout. The launch is in conjunction with the Baxter Avenue/Highlands St Patrick's Parade on March 11.

On the 9th of March 2006 at 5:30 pm, the BBC Taproom Brewery, located at 636 E Main Street in downtown Louisville, will hold “church” with Fr. Joe Fowler, who will bless the inaugural batch of the stout.

The blessing of the brew is to wish well to the brewery and all who imbibe, taste and enjoy this wonderful creation of man. In attendance will be BBC staff and friends, McLain & Kyne Distillery, and the Ancient Order of the Hibernians, who will be dressed in traditional attire.

After the blessing ceremony, the first keg will be taken from the brewery by a horse drawn carriage to O'Shea's Irish Pub located at 956 Baxter Avenue for the taping of the first keg. A red carpet welcome will await the precious cargo of the keg with a grand Irish entrance. An Irish band will play Gaelic music as thirsty patrons cheer the carriage’s arrival. The tapping of the blessed beer is scheduled to take place at 6:30 pm. There will be an Irish song performed by Shaun McKiernen, president of the Hibernians, Irish toasts and songs delivered throughout the evening as the keg is consumed.

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Sounds like fun, and not to pick nits with my friends at BBC, but given the Irish imagery behind the festivities, shouldn't the stout have been aged in a Middleton or Jameson barrel?