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.
Issue link: http://read.dmtmag.com/i/599364
58 Beverage Dynamics • November/December 2015 www.beveragedynamics.com W inter is the perfect season for beer, provided you make the right choice. Forget the crisp, refreshing brews of summer. A chilly night and a roaring fi re call for a beer that is mellow and warming, potent enough to be relished slowly, and fl avorful enough to stand up to rich dishes and spiced sweets. Winter seasonals—whether they are called Christmas beers, holiday beers or winter warmers—are not bound by style categories. Many, however, share some common characteristics. Most are malty and full-bodied, with less emphasis on hop bitterness. Many are strong, best suited for sipping. And a good number of them are spiked with the familiar fl avors we look for in traditional holiday treats and desserts. Winter beers are more closely associated with specifi c holidays than other seasonal selections, which gives retailers ample opportunities for creative displays and promotions. Since these beers were often brewed in the past exclusively as thank-yous to employees and friends of the brewery, there is a tradition of presentation that makes these winter warmers ideal as gifts, with appealing packaging and accompanying glassware. And, because of their transient nature, many seasonal beers have achieved near-cult status, as customers await selections that are limited both in quantity and availability. THE RETURN OF WINTER SEASONALS We don't wear the same clothes year round, or eat the same foods. And yet, most Americans drink the same style of beer—pale lager—month after month. It wasn't always the case. Before the rise of the mainstream breweries in the last century, when pale lagers swept away much of our beer variety, brewers frequently offered a shifting menu of beers that followed the calendar. THE BEERS OF WINTER W BY JULIE JOHNSON Yankee Wine sells a number of holiday beers. ©ISTOCK.COM/ EDSEL QUERINI