Monday, December 19, 2016

The Intersection of Lincoln, Luxury & Hipsterdom: Mast Brothers Chocolate

The actual Mast Brothers, complete with hipster beards
You might not think that artisan chocolate made in Brooklyn would have much to do with Lincoln Motor Company, but last week, I saw how they fit together over a 24 hour period.

First, I went to the Loft Opera's production of Macbeth, at the new Mast Brothers factory in the Brooklyn Navy Yard. The unheated warehouse was the setting for a faithful rendition of the tragedy, and most of the young audience sat on backless benches for the three hour performance, fueled only by the Brooklyn Brewery beer for sale, along with fine chocolate.

Lincoln's swag: bars of Mast Brothers chocolate
The gray and no hairs - i.e., people in my demographic, were mostly the VIP members, who got folding chairs with actual backs. Because theatergoers who can afford more than a $30 ticket require a few more luxuries.

The setting for Lincoln's holiday party
For much the same reason, luxury cars appeal to this demographic. But Lincoln knows its long term success depends on appealing to a younger audience as well, so it has the essence of cool, Matthew McConaughey, starring in its commercials.

And as it happened, the night after the Macbeth show, Lincoln invited me to its swanky holiday soiree, in a penthouse at Lincoln Center. You wouldn't think that this had much in common with the barebones Loft Opera. Yet, along with the canapes and top shelf open bar, heat (something I will now never take for granted) and comfortable seats, there were parting gifts: bars of Mast Brothers chocolate.

You couldn't ask for a better pairing.

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