Drink Up This Doorbuster: Black Friday, The Beer

Drink Up This Doorbuster: Black Friday, The Beer
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Set the alarm clock! There's finally a really good reason for beer lovers to wake up early on Black Friday morning.

For many consumers, the day after Thanksgiving conjures up images of early mornings — or this year, late nights — long lines and even scrums over the deeply discounted toys and gadgets. This year, Lakefront Brewery n Wisconsin is giving its Milwaukee-area fans a reason to look forward to standing in line: an exclusive beer only available for purchase at the brewery on Black Friday.

"We know people want to get up early and find the one-day-only, exclusive deals on Black Friday, and we wanted to offer our customers an exclusive beer worthy of getting up early," said Chris Johnson, Lakefront's marketing director.

Consumers shouldn't expect a pre-dawn scrum. The beer goes on sale at relatively respectable hour of 8:00 a.m.

The aptly named "Black Friday" ale is an Imperial India-style black ale described by the brewery as "a huge, dark ale," with about 10-percent alcohol by volume, and "ample pine and citrus aromas."

Like all Black Friday deals, the beer will only be available while supplies last.

The Black Friday beer release is part of Lakefront Brewery's second annual "Black Friday" event, which offers 12 hours of continuous brewery tours. As an added incentive to those arriving early at the brewery, the first 300 people that buy the beer will get a "Black Friday" pint glass.

Lakefront Brewery is making things as easy as possible for its customers, allowing those who want to guarantee a specific time slot for a brewery tour to go to the brewery's Black Friday website (blackfridaybeer.com) and buy advanced tickets.

But make no mistake, as Lakefront Brewery Hospitality Director Jessica Koehler, points out, for Lakefront Brewery beer lovers, this Black Friday will be all about getting their hands on "Black Friday."

"Because this beer is so limited, we expect demand to be high for people to buy the ultimate beer gift for their friends and relatives," said Koehler. "This will be the go-to gift for the beer lover."

-By Tom Rotunno, CNBC Senior Editor; Follow him @tomrotunno.

Questions? Comments? Email us at consumernation@cnbc.com.