QuikTrip has rereleased its long-dead beer, Quittin’ Time, for popular consumption amongst you and all of your 70’s-branded, sepia-filter friends. This beer existed back in the 70’s and 80’s, but disappeared for reasons we don’t have time to get into. We’re drinking beers here!
The story of Quittin’ Time goes that Wyatt Phillips, QT’s VP of Marketing, heard from now-QT-CEO Chester Cadieux the phrase, “It’s quittin’ time,” and immediately knew that the proprietary beer that they had been working on would use that as its name.
Is that an apocryphal story? Yeah, probably. That’s fine. I don’t need to know exactly why a beer is named something!
When it comes to beer, I need to know two things: Is it cold? And can I crush it?
I’m happy to announce that QuikTrip’s latest marketing ploy is, indeed, highly crushable and highly cold. When we found out that QT was rereleasing the beer, The Pickup office collectively perked up. As longtime Tulsans, we are suckers for QuikTrip-branded anything. But while my sober officemates soberly abstained (due to their sobriety), I bravely took up the mantle of The Pickup’s Most Prominent And In Fact Only Beer Taster. I do not take this responsibility lightly. Or, at least, I take it as lightly as a light, enjoyable beer, which Quittin’ Time verifiably is.
It’s as light as a run through a field of wheat, my taste buds slapping against the sheaves. It’s got a surprisingly amount of grit and body for a light beer. (I think? I don’t really know anything about beer.) The 4.3 ABV on the label belies a striking amount of flavor; I find myself wanting to drink more of it as opposed to less.
The beer transported me right into Dazed and Confused. I see Matthew McConaughey waiting outside a gas station for someone to drive him to an Aerosmith show. Hanging from his off-hand is a sixer of Quittin’ Time. My colleague Zack bravely risked his sobriety for the content, swishing a mouthful of the beer before spitting it out. He didn’t swallow it. He’d be a lot cooler if he did.