People bundled up and braved the freezing temperatures Saturday morning to line up for the annual holiday mead release outside the Bushwakker Brewpub in Regina.
With icicles on his moustache, Mark Wilson, who held second place in line with three other buddies, said the wait is worth it.
"They're shaking their heads at you, and wondering why you don't show up later," said Wilson. "It's just the prestige a person feels for doing something they don't necessarily need to do."
Wilson held on to a warm cup of coffee as temperatures fell to –41 C in Regina with the wind chill.
He said he was going to drink some of the bottles at first to celebrate, then save what's left at the back of the fridge for special occasions.
It wasn't just Wilson ignoring the extreme wind chill warnings, the line for the blackberry mead stretched from the pub's doors on Dewdney Avenue around to corner to 8th Avenue.