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The Virginia Beer Company Names New Beer After Loyal Customer: “It’s Tillar Time”

The Virginia Beer Company recently introduced a new brew bearing the namesake of one of its most loyal customers, U.S. Army veteran Don Tillar.

“Tillar Time,” a play on the Miller High Life catchphrase “It’s Miller Time,” is a Barleywine finished with maple syrup and vanilla beans.

“Brewing a beer in Don’s honor was a no brainer,” said Robby Willey, co-founder and managing member of The Virginia Beer Company. “He’s one of our best customers.”

Tillar has been a frequent patron of The Virginia Beer Company since 2017 and is a member of the brewery’s Full-time Friends Social Club. Tillar shows up nearly every day at opening for beers and conversation with employees and other guests. Employees have lovingly dubbed his arrival each day as “Tillar Time,” hence the name of the beer.

“Don has become a fan favorite of our team for many reasons,” Willey said. “He has some amazing stories to tell. But he also takes the time to ask questions. I’d venture a guess that he’s one of our regulars who’s taken the most time to get to know our team on personal levels.”

Tillar feels the same way about the brewery’s staff.

“The thing I like most about The Virginia Beer Company has been the people who work there,” he said. “They are some of the most congenial people I have ever known. They are just so nice to me.”

Tillar is humbled by the fact that The Virginia Beer Company would name a product after him.

“I’m totally flabberghasted,” he said. “I don’t know why I was chosen to have a beer named after me, but it is an extraordinary honor. I am retired military and have received a lot of honors, but this one takes the cake. Who would have thought an old retired military man would have a beer named after him?”

And just what does he think of “Tillar Time?”

“I am biased, but I think the beer is excellent,” Tillar said.

This isn’t the first time The Virginia Beer Company has turned to the community for inspiration for one of its brews. Earlier this spring, The Virginia Beer Company collaborated with Casa Pearl on an oyster stout and also named an Italian-style pilsner “Bellissimo” after the local restaurant Bellissimo Pizza.

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