Ass Kicken Chickens: New Dewey Beach beer a hit with UD fans

When the University of Delaware football team lost its playoff game last weekend, UD fans had a new way to drown their sorrows: Ass Kicken Chicken beer.

The new Dewey Beer Co. brew, which had a completely unannounced, surprise release on Nov. 7 and sold out almost immediately, caused quite a commotion among fans of the Fightin' Blue Hens. 

It didn't take long for word to spread about the new American pilsner with a distinctive blue and gold can featuring a mean-lookin' blue hen, and it instantly became an unofficial game day beer for some UD fans and alumni.

"People from Newark were freaking out wondering if they could get here in time," says Brandon Smith, co-founder of Dewey Beer Co. "There were also a few former UD football players who heard about it right away. It was hilarious how it played out."

The name was picked from a bunch of ideas that they heard while asking UD alumni friends for ideas.

And even though there are similarities between the beer company's Ass Kicken Chickens and University of Delaware's YoUDee mascot, Dewey Beer Co. isn't in a poultry-themed pickle yet.

Smith says UD officials have not called to complain about the nod to the university. 

"And we're not seeking that out either," Smith says with a laugh. "It's all for fun and out of pride and love."

If you look closely, UD's YoUDee mascot is a different bird than this one, created by Dewey Beer Co.'s "art department," which is actually Ocean City-based advertising agency Lt Grey Creative.

The Ass Kicken Chicken has a down-turned mouth under its beak, replacing the cheery YoUDee smile.

There are also three Band-Aids covering wounds on the more aggressive Dewey Beer Co. chicken, which apparently doles out ass-kickins at will.

The two also differ when it comes to their outfit. The chicken's yellow shirt has a simple "D" on the front, as opposed to YoUDee's fully authorized UD logo.

The 5.2 percent ABV is a dry-hopped, slightly Americanized version of a Czech pilsner and continues the brewery's spirited run of fun beer names — Swishy Pants, Forced Family Fun, Burner Account — paired with artistically-arresting can designs.

"We see beer as fashion and as music — it needs to have that cool, fun look," he says.

But Ass Kicken Chickens' sales aren't only based on the can's design, although that's earned smiles from U.S. Sen. Chis Coons and Gov. John Carney when they came across the beer at the Delaware Restaurant Association Cornerstone Awards earlier this month.

The Ass Kicken Chicken on draft at the Del. 1 brewery sold out even more quickly than the 50 cases of 16-ounce cans, which were sold in four-packs at $14 each.

So when will asses be kicked once again by this suddenly in-demand brew?

Smith says his team brewed a new batch within days of its release when they saw how quickly it was selling. He predicts it will be ready in about two weeks, but has not committed to a release date.

He also isn't sure if it will be a mid-week surprise drop like last time or something more organized.

"We're pretty spontaneous. So we haven't even thought that far yet," Smith says. "But there's a good chance it will be here for the holidays."

The best way to keep track is on the beer company's social media pages, facebook.com/deweybeerco and instagram.com/deweybeerco, where they announce new releases.

Dewey Beer Co. plans on keeping the beer as a limited release, only making this immediate second batch because so many people didn't get a chance to get some of the first round.

In the future, batches could spring up timed to large-scale UD events such as homecoming or graduation.

"That's what seems to make sense to us," Smith adds. "Have it out there when people are feeling a little extra Delaware proud."

Contact Ryan Cormier of The News Journal at rcormier@delawareonline.com or (302) 324-2863. Follow him on Facebook (@ryancormier), Twitter (@ryancormier) and Instagram (@ryancormier).

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