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It's pretty tough to pin that one on Boulevard as some form of shrewd guerrilla marketing tactic. They sell Chocolate Ale to distributors for a set price. The publically-created demand does no good for Boulevard from a monetary perspective. If anything, the buzz created just inflated the secondary market.
I also know someone that does marketing for Boulevard and she has told me several times that the MO for the Chocolate Ale was no different than any of the other limiteds they sell, eg. Imperial Stout, BBQ, or Rye on Rye.
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