Beverage Dynamics

Beverage Dynamics - November/December 2016

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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S easonal beers have been a powerful driver in the growth of the specialty beer sector, and winter and holiday seasonals arguably pres- ent the best examples of their appeal. With their generally more robust character, higher alcohol levels and additions of spice or citrus, the winter seasonals offer the greatest contrast to "beer as usual." A bock beer in spring or a fest beer in autumn may offer some variety to beer enthusiasts, but the arrival on the shelves of a limited-release imperial stout in December will have those enthusiasts lining up at the retailer's door. REVOLVING SEASONALS Virginia-based Devil's Backbone Brewing Company has a comprehensive seasonal program, with a new beer roll- ing out monthly. Each brand is available for two to three months, meaning that three seasonals are generally avail- able at all times, with the mix constantly shifting. The program capitalizes on the enthusiasm for novelty among many beer consumers. The brewery also organizes its portfolio into brand families, with each family of beers appealing to a slightly different type of beer drinker or beer-drinking occasion. The company's seasonal selections draw from those dif- ferent brand families. Three Devil's Backbone beers will come to the market over the winter months. As brand manager Elizabeth Lip- scomb explains, the fi rst in the sequence is Kilt Flasher, a Scotch ale. "This is from our Trailblazer brand family; we like to say that those styles are 'off the beaten path'," she says. "They're a little more elevated than you might see in our other brand families: higher alcohol, a little bit more complex fl avors. They're expanding that tasting adventure for the craft beer consumer. As they're growing and look- ing for something different to try, we like to suggest they try our Trailblazer series." She describes Kilt Flasher as "a hearty Scottish ale with nice, rich, warming complexity, perfect for the onset of winter with these cooling months. It's going to be rich brown in color with ruby highlights. The fl avor profi le is packed with toffee and toasted malt." The next beer in the seasonal line up is Ginger Brau, a ginger-fl avored lager from the Daypack series brand family, all of which are canned, lower in alcohol, session- able beers that "you can throw in your pack and head off to craft your adventures," Lipscomb says. The lager BY JULIE JOHNSON 26 Beverage Dynamics • November/December 2016 www.beveragedynamics.com SEAS SEAS SEAS NS NS NS CHANGING CHANGING CHANGING CHANGING CHANGING CHANGING with the

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