Comments on: WWFD: What Would Fritz Do? (about the slow death of seasonal beer)… http://www.beerscribe.com/2009/11/06/wwfd-what-would-fritz-do-about-the-slow-death-of-seasonal-beer/ Dedicated to the art, complexity, and business of beer... Thu, 09 Feb 2012 05:23:56 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Damaes http://www.beerscribe.com/2009/11/06/wwfd-what-would-fritz-do-about-the-slow-death-of-seasonal-beer/comment-page-1/#comment-838 Damaes Wed, 11 Nov 2009 13:46:59 +0000 http://www.beerscribe.com/?p=301#comment-838 I have to agree with Jay about this. When I was working for a small brewery we were pushed to get our Oktoberfest and our doublebocks out earlier than I had wanted to by the distributors. The reason was, if we wanted to get any shelf space we had to time it with some of the bigger breweries seasonals. It is not just craft ones either, ABI is getting their seasonals out earlier and earlier as well. So if you are just starting out and you need the edge to get into the packy then you need to get your seasonals out when the rest get theirs out. Then after that it becomes... well you released this beer in August last year, so you need to release it in earlier August this year, or we will be unable to get you shelf space, then the next year it is a week earlier. There is also the whole going global bit, where breweries further from home must get their beer into the hands of the distributors earlier because the name recognition may not be there, so it will take longer to place. But then it is out there at the distributors and will likely get out on the shelf earlier. And do not forget the distributors are pushing 10 different seasonals for the same season (if you are lucky) so if your beer is there first, they may push it first. I am not distributor bashing, but I do believe the beer should be local. I have to agree with Jay about this. When I was working for a small brewery we were pushed to get our Oktoberfest and our doublebocks out earlier than I had wanted to by the distributors. The reason was, if we wanted to get any shelf space we had to time it with some of the bigger breweries seasonals. It is not just craft ones either, ABI is getting their seasonals out earlier and earlier as well. So if you are just starting out and you need the edge to get into the packy then you need to get your seasonals out when the rest get theirs out. Then after that it becomes… well you released this beer in August last year, so you need to release it in earlier August this year, or we will be unable to get you shelf space, then the next year it is a week earlier.

There is also the whole going global bit, where breweries further from home must get their beer into the hands of the distributors earlier because the name recognition may not be there, so it will take longer to place. But then it is out there at the distributors and will likely get out on the shelf earlier. And do not forget the distributors are pushing 10 different seasonals for the same season (if you are lucky) so if your beer is there first, they may push it first.

I am not distributor bashing, but I do believe the beer should be local.

]]> By: Jay Brooks http://www.beerscribe.com/2009/11/06/wwfd-what-would-fritz-do-about-the-slow-death-of-seasonal-beer/comment-page-1/#comment-823 Jay Brooks Sat, 07 Nov 2009 00:04:09 +0000 http://www.beerscribe.com/?p=301#comment-823 I generally agree, but in some cases it's the distributors and retailers who are clamoring for the product sooner and many breweries they really can't so no or risk losing shelf placement. Even Anchor's Christmas Ale is released earlier now. It used to be released on the Monday before Thanksgiving, no exceptions. But for the past five years (maybe more) it's come out the first week of November and I'm told that change was due to numerous requests by suppliers and chains. Also, some slots in chains stores are dedicated to a rotating seasonal product, which no brewery wants to leave empty for fear of losing it altogether. As a result, they'll put something there, no matter if it's too soon for it just to keep it filled. It's worth noting that this isn't a phenomenon exclusive to beer. Christmas stuff is out in stores the day after Halloween. I think it's part and parcel of a business-driven world. I generally agree, but in some cases it’s the distributors and retailers who are clamoring for the product sooner and many breweries they really can’t so no or risk losing shelf placement. Even Anchor’s Christmas Ale is released earlier now. It used to be released on the Monday before Thanksgiving, no exceptions. But for the past five years (maybe more) it’s come out the first week of November and I’m told that change was due to numerous requests by suppliers and chains.

Also, some slots in chains stores are dedicated to a rotating seasonal product, which no brewery wants to leave empty for fear of losing it altogether. As a result, they’ll put something there, no matter if it’s too soon for it just to keep it filled. It’s worth noting that this isn’t a phenomenon exclusive to beer. Christmas stuff is out in stores the day after Halloween. I think it’s part and parcel of a business-driven world.

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