Michigan's Unofficial Beer Holiday Brings Crowds to Bars Statewide

HOLLAND, MI — For some people, March 23 was just an ordinary Monday. For craft beer fans across West Michigan, it was something of a state holiday where they celebrate the first sweet sip of that cold, crisp beer known as Bell's Oberon.

"It's kind of just been a tradition for Michigan as a whole," said Ryan Stowell, the bartender at Grand Rapids bar The Score. "It's kind of been a focal point for outings for the kickoff to summer and beautiful weather coming."

Despite temperatures in the 30s on the day, it did not stop folks from pouring into bars across the region -- on a Monday, no less -- to get their hands around a glass of the seasonal wheat ale.

Three Decades of Celebration

Bell's Brewery debuted the craft brew over thirty years ago, and it has since become one of the most anticipated releases in Michigan. This year, Oberon Day is March 23, and celebrations were taking place at bars throughout the state.

At Logan's Alley in Grand Rapids, it was an Oberon Party, complete with music, dancing and balloons. At the Score, Stowell said Oberon was the hot beer, or perhaps the cold one, of the night.

Stowell said Oberon sold "Significantly more than any other beer today, hands down. I mean, it always brings out a ton of guests."

He added, "Everyone that's coming in and sitting currently at the bar is focused on getting Oberon for their first beer of the night out."

Bell's Oberon is now on draft at restaurants and bars and for sale at local stores throughout Kent County and beyond.

Holland Bars Join the Celebration

While the largest celebrations draw crowds to Kalamazoo, bars across Allegan County and Ottawa County are seeing their own rush of customers.

Local bars in Holland and Zeeland have been preparing for the day long in advance, with many expecting significant business boosts.

"We get folks as early as 3 a.m. overnight, they start to line up," said Val Walters, Bell's Customer Experience Manager, of the excitement for Oberon Day.

The road is already blocked off in front of Bell's Eccentric Cafe in Kalamazoo for an all-day festival, but the celebration extends throughout West Michigan.

Along with discounted pints at various bars, a bar crawl will begin at 3 pm in Kalamazoo, starting at Old Dog and ending at Green Top Tavern.

Old Dog Owner Sees Return of Patio Season

"Old Dog Tavern owner Sean Smith said Oberon Day rivals St. Patrick's Day for the amount of customers it brings to his tavern, and marks the point when his outside patio and stage begin to fill up again."

He expects they may sell out of their supply by the end of the day.

"It's lively. You know, people are glad to be outside," he said. "You know, it's a pleasant celebration. People look forward to it."

The crawl will end at Green Top Tavern on East Michigan Avenue at 9 pm. That's also where a midnight pajama party is being held, marking the first taste of Oberon in the area.

Bartender Phillip Gaideski says especially since the pandemic, their orange-and-blue themed party has drawn increasing interest every year.

"It just feels special for Kalamazoo specifically," he said. "It's like our holiday, so it's pretty awesome."

Bell's Offers Non-Alcoholic Options

Bell's is reminding customers that all of the celebrations also offer non-alcoholic options for those who want to welcome warmer weather without the alcohol.

The holiday officially began at midnight with a Pajama Party at Green Top, but the celebrations continue throughout the day with live music, special taps, and happy hour pricing at participating locations.

Spring season has officially arrived, and for craft beer fans across West Michigan, Oberon Day marks the unofficial start of summer and the return of the season's most beloved brew.