Beverage Dynamics

Beverage Dynamics July-August 2015

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Craft Beer www.beveragedynamics.com July/August 2015 • Beverage Dynamics 43 here at Belmont Station (including PBR, which we sell enough of to warrant a space in the coolers), others are no longer offered," she says. "But we probably will bring in their seasonals and one-offs." THE LURE OF SPECIALTY RELEASES This underscores a valuable point: special releases garner atten- tion, no matter what their source. So the major craft breweries balance their portfolios—and retailers balance their shelves—between the fl agship beers that pay the rent with their huge volumes, and the specialty beers that generate buzz and compete success- fully with local brands. Last year, Sierra Nevada released its fi rst widely available mixed 12-pack. "The variety re- ally seems to resonate with craft drinkers," notes Ryan Arnold. "We've released a few more mixed packs, and along with seasonal staples like Cele- bration IPA. The responses continue to be exciting." Morrison notes, "Folks love those special seasonals and vari- ety packs from the larger breweries. Especially the long-awaited seasonals. If it's a customer favorite, we will start getting phone calls asking when it's due weeks before it arrives." "The Casual Pint customers seek out special releases, seasonal beers and mix packs regardless of the size of the brewery," Rob- inette confi rms. "Special releases and seasonal beers are big sales drivers throughout the year." Local brewers worry that splashy releases from the big companies will take attention from their own beers, but Ridge at Hazel's Beverage World fi nds the relationship is synergistic. "It doesn't seem to hurt other brands when really unique beers are released. It's kind of cool be- cause it gathers excitement for other breweries to do the same—like Goose Island Bourbon County Stout." Besides, he adds "People are loyal and they may try new stuff for a while. But they always have that favorite to fall back on." Despite its position as the third largest craft brewery, New Belgium, with its pioneering reputation in the emerging niche of sour beers, may have one of the edgiest lists of experimental beers of any brewery through its Lips of Faith series. "Lips of Faith beers are known for pushing the envelope with sour, brett, fruited or spiced components. La Folie, Le Terroir, Yuzu Berlinerweiss and many others fall into this category," explains Bryan Simpson, New Belgium's director of public re- lations. "They are more challenging to the craft beer initiate drinker, yet they allow our brewers to stay innovative and play- ful—that's what craft drinkers are really looking for when they seek out unique." NOVELTY VS. SIZE It's worth wondering whether the consumer's passion is actu- ally for local beer, or if it is at least equally a passion for what is new or rare. As a small market, Delaware has been "last in line" at times to special; those numerous limited releases create local experiences at or immediately around our breweries. The hope is we're cov- ering the gamut of drinkers. We want craft beer to be inclusive, and we imagine our peers feel the same." FLAGSHIPS STILL STRONG Retailers know that consumers still expect to fi nd the big brew- ers' brands in stock. "The bigger breweries that have been around and that are consistent and smart like Sierra Ne- vada, for example, or Avery, we give them displays because they will get the distributors' backing and fl oor space," says Derek Ridge, beer manager at Hazel's Beverage World in Boulder, Colorado. "We're pretty fortunate to have plenty of space to hold for rare and new items in addition to the fl agship brands, which are usually on display and in the doors." Boston Beer's Jennifer Glanville, brewer and director of brewery programs, would applaud that approach, noting, "We see that retailers most often see success when they offer a variety of craft beer, including leading brands like Samuel Adams along with regional and local brands." Beers from the major craft brewers can be an entry point into the craft category. "The big breweries are great!" says Na- than Robinette, president of Knoxville, Tennessee-based craft beer franchise The Casual Pint. "Without the suc- cess of the larger breweries, the smaller breweries wouldn't have a path to follow. The bigger brew- eries offer a selection that appeals to the masses, so we believe in a good mix between the bigger and local breweries." However, Ed Mulvihill of Peco's Liquor Store in Wilmington, Delaware, turns that logic on its head: "What we've seen is local beers are what get our local clientele to switch—particularly older clientele who have always been domestic premium drinkers. They want to support local beer, but then they kind of branch out and try some of the national craft brands." Boston Beer's Glanville sees the power in the company's 60- plus portfolio of Samuel Adams beers: "I like to say that we have a brew for every craft beer-lover's palate, whether it be a hop-for- ward beer like Rebel Rouser Double IPA, a Belgian sour like our Kosmic Mother Funk Grand Cru, a wheat ale like Summer Ale or a balanced but complex amber lager like Boston Lager." Given the expanding number of retail outlets for craft, some retailers are choosing to specialize and not even try to carry every brand. Sometimes, this means not stocking the reliable fl agships. Lisa Morrison, co-owner of Belmont Station in Portland, Oregon, is guided by one rule: "The customer votes and their votes count. That means that whatever is selling is what we are offering." Still, as grocery stores and convenience stores expand into craft, she knows customers can fi nd the most widely distrib- uted beers elsewhere. "While some standard offerings from larger, regional or even national breweries are represented 3,400 Craft Breweries operate in the United States today.

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