A small Massachusetts brewery just experienced something most craft beer makers only dream about: a beer so popular it vanished in less than 72 hours.
Stellwagen Beer Company in Marshfield didn’t create some elaborate barrel-aged imperial stout or trendy hazy IPA.
They made a simple 4.6% ABV dry-hopped lager with no fancy adjuncts or exotic ingredients.
Yet fans are driving from across Massachusetts, desperately checking liquor stores, and flooding social media asking where they can find it—all because of one clever name and design.
The Beer That Broke The Internet (And The Brewery)
“Love the Drake” isn’t officially marketed as a Drake Maye beer, but everyone knows what it represents. The can features a generic football player wearing No. 10 in blue, scrambling with the ball—a scene Patriots fans recognize every Sunday when they watch their star quarterback work his magic.
The name itself blends a classic “Seinfeld” reference with a nod to New England’s franchise player. Elements from the “Seinfeld” logo appear woven into the can art, referencing that famous scene where Jerry and Elaine interrogate George about not loving someone named Drake.
Head of sales Eddie Letsche came up with the concept when Stellwagen had a new lager in development at the tail end of 2024. Initially, he envisioned the name for an IPA, but the team quickly realized a lager fit perfectly for football season.
Creative director Annika Phillips carefully designed the artwork to avoid any trademarked materials or official logos. Letsche admits he’s been somewhat concerned about potential copyright issues.
If we get a cease and desist from Larry David, I’m framing that (expletive).
From Regional Release To Viral Sensation
After finding success with the initial late-2024 release, Stellwagen brought back “Love the Drake” for the Patriots’ 2025 season. Nothing could have prepared them for what happened next.
It’s the first beer ever that we’ve had go viral.
Phillips watched as social media exploded with interest. Suddenly, Stellwagen’s accounts weren’t just announcing events and promotions—they were constantly updating fans about “Love the Drake” availability.
The most recent batch dropped Sunday, timed perfectly with the Patriots’ regular-season finale against Miami. Demand reached such fever pitch that Stellwagen skipped kegs entirely, canning every single drop to meet customer needs.
Letsche describes the chaos when they opened Friday at noon after packaging that morning’s batch.
At 12:01 p.m., there were people walking in and walking out with cases. I was like, we might run through this before we actually sell some for this week.
His prediction proved accurate. By Monday, they were completely sold out.
Distribution Can’t Keep Pace With Demand
Liquor stores throughout Eastern and Central Massachusetts receive shipments, but they disappear almost immediately. Phillips says they’ve received requests from as far as Florida asking if Stellwagen ships four-packs.
They can’t—and they won’t compromise their approach to chase viral fame.
Stellwagen has operated for eight years, building solid roots on Massachusetts’ South Shore. In a craft beer industry where many businesses have struggled recently, they’ve carved out a sustainable niche with quality offerings.
Their regular lineup remains strong and available:
- Stellwagen IPA and Invisible Airwaves satisfy hopheads
- Cooler Beer provides a conventional light lager option
- Multiple other styles showcase their brewing expertise
But “Love the Drake” has catapulted their profile to entirely new levels.
Quality Over Quantity (Even When Going Viral)
Stellwagen faces what brewers call a “good problem.” They could potentially compromise their brewing process to produce more “Love the Drake” faster, flooding stores to meet demand.
They’re choosing not to.
Letsche understands that this viral lager will be many people’s first experience with Stellwagen. That first impression matters immensely, especially when converting casual buyers into loyal customers.
“Love the Drake” contains no frills, no added ingredients, no gimmicks beyond the clever branding. It’s simply a well-crafted lager that requires proper time and technique to brew correctly.
And that’s precisely why fans keep coming back.
Rushing production would sacrifice the quality that made it special in the first place. Stellwagen plans to continue brewing more batches while maintaining their standards, updating availability through their social media channels.
The Hunt Makes It Sweeter
The scarcity has only amplified the appeal. Fans spend weeks checking liquor stores, monitoring Stellwagen’s social feeds, and calling taprooms hoping to score a few cans.
One determined beer hunter described driving to Marshfield’s taproom only to discover they were sold out. A tip led them to Raffety’s Pub a few miles away, an Irish bar they’d never heard of until that moment.
There, salvation arrived in the form of a handful of remaining cans behind the bar.
That experience—the hunt, the near-misses, the eventual triumph—has become part of “Love the Drake’s” story. It’s transformed a simple lager into something customers actively pursue, creating organic marketing that money can’t buy.
What This Means For Craft Brewing
Stellwagen’s viral success offers valuable lessons for craft breweries navigating difficult market conditions. You don’t need revolutionary ingredients or extreme ABV percentages to capture attention.
Sometimes clever branding paired with quality execution creates magic.
The brewery threaded a legal needle, creating clear cultural references without crossing into trademark infringement. They tapped into Patriots fandom and nostalgic “Seinfeld” love simultaneously, hitting two demographics that overlap significantly in New England.
Most importantly, they refused to compromise quality when demand exploded. That discipline protects their reputation and ensures that when new customers finally taste “Love the Drake,” it lives up to the hype.
For Patriots fans and craft beer enthusiasts across Massachusetts, “Love the Drake” represents more than just another seasonal release. It’s become a cultural phenomenon that celebrates their team’s promising young quarterback through beer—arguably the most New England thing imaginable.
Keep watching Stellwagen’s social media if you want your chance to try it. Just don’t expect it to stick around long once it drops.