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Issue link: http://read.dmtmag.com/i/458161
www.cheersonline.com 25 January/Febraury 2015 • can add needed variety to their regular tap line-ups and tie in seasonal promotions. "Seasonals attract the thrill seekers, the craft beer afi cionados," says Anthony Games, beverage director for Rock & Brews, a nine-unit restaurant and entertainment concept based in El Segundo, CA. But those specialty brews appeal to all types of beer drinkers and sell exceptionally well at the restaurants, he says. "A novice can come in not knowing what they want to drink and a seasonal is an easy option," notes Games. "I think everyone likes to try the seasonals," concurs Catherine Reed, the general manager at O'Connor's Restaurant & Bar, a 350-seat family establishment in Worcester, MA. She rotates those beers on three or four lines of the 30 beer taps; draft prices range from $5.25 to $6.50. Sam Adams' seasonals make a regular appearance at O'Connor's, as do more local breweries such as Berkshire Brewing's Coffeehouse Porter and Wormtown Brewery's "Wintah" Ale. "Darker beers in darker months; we match our beer selection to the weather," Reed says. HEAVY ROTATION, ANTICIPATION At the Independent Ale House in Rapid City, SD, "part of my business strategy is that I heavily rotate; that's a draw for my customers," says proprietor Justin Henrichsen. "Seasonals give me extra beer to rotate." Half a dozen of Independent Ale House's 40 lines are devoted to seasonal beers; drafts are priced about $5 a pint. "Many brewers don't do a lot of small batch," Henrichsen says. "Instead, they do seasonals, and that allows us to get some of the new fun and exciting beers." Just as winter follows autumn, brewery releases herald the season, generating anticipation among consumers. "Seasonals build expectations; customers come in looking for those beers," says Robbie Connell, who coordinates the brewmasters for the four Humperdinks Restaurant & Brew Pubs and is the general manager at the Arlington, TX, location. The Dallas-based company's winter seasonal this year is a Ginger Porter; plus each location's brewmaster develops a unique beer for the season. Some brewers make the same beer every winter, such as the perennially popular Strongman, says Connell, while others tweak the recipe every year. "People come in to ask, 'When is Strongman coming out? I can't wait.'" The anticipation surrounding seasonal brews can be strong, agrees Henrichsen. "A lot of my customers know it's that time of the year, and come in looking for their favorite beer—the one they can only drink once a year." He cites Mountain Standard Black IPA from Fort Collins, CO-based Odell Brewing as a much-sought-after example. To tap into that eagerness, Independent Ale House often hosts informal pay-as-you-go parties to debut some highly allocated seasonal releases. BIG AND BOLD, HEARTY AND HEAVY "Seasonal beers are now some of the top-selling styles in the U.S. The rotational nature of seasonal beers delivers variety not only to the drinker, but also to the retailer," points out Jim Koch, founder of the Boston Beer Company. The company was among the fi rst craft brewers to introduce seasonals; its winter selections now include Sam Adams White Christmas Ale, Merry Maker and Old Fezziwig. Christmas and winter ales are big beers, huge in malty, hoppy fl avors and generally higher in alcohol content. The grain bill used to ferment these behemoths, as well as the costly spices and other exotic ingredients used, mean they are pricier to produce. Operators often make allowances in price and serving sizes for winter ales. "Which characteristics make for a good winter seasonal is subjective, of course," says Robin Ottaway, vice president of sales for the Brooklyn Brewery. "But, generally, winter beers O'Connor's Restaurant & Bar in Worcester, MA, rotates three to four of its 30 beer taps with seasonal brews.