Founders Brewing – 2013 Release Schedule Marks Changes to Lineup
Here’s an excerpt from Founders Brewing’s blog. Exciting news on some changes to the 2013 lineup you’re sure to be interested in. Cheers!
We are excited to announce quite a few changes that we’ve made to the Founders brand calendar for 2013. Our new calendar is summarized graphically here:
Red’s Rye PA
Most noticeably, Red’s Rye PA will only be available on draft year-round, beginning in March or April of 2013. Our bottle release will be limited to a specialty, four-pack release in September and October. The final Red’s Rye PA six-pack batch will ship in February 2013.
This was a hard decision for us to make. We love Red’s Rye PA, and we do not want to limit its availability, but it’s the right thing to do for the sake of the quality of the beer. Red’s Rye PA carries a shelf life of 90 days, which means it is tied with Harvest Ale for having the shortest shelf life of any of our brands. Extensive lab analyses have been conducted, and they have validated this shelf life again and again.
This limited shelf life holds true for Red’s Rye PA in bottles and Red’s Rye PA in kegs; however, the out-of-code Red’s Rye PA that we’ve found in the market has overwhelmingly been bottles. This is mostly because kegs have a faster sell-through rate, but draft has other built-in shelf life benefits such as constant refrigeration and a totally concealed container that protects the beer from light exposure.
By shortening Red’s Rye PA’s period of availability, we alleviate shelf life concerns due to the shorter window of availability. Specialty beers tend to have a much faster sell-through rate than seasonal and year-round beers.
We aren’t taking this decision lightly. We discussed modifying the Red’s Rye PA recipe to extend the shelf life, and researched it for some time, but it simply wouldn’t be the same beer. As difficult as this is, we aren’t willing to compromise our recipe and a beer that we believe in just to get it on the shelves longer.
Finally, by moving Red’s Rye PA into the specialty category, it will be moved from a six-pack to a four-pack package, and the price per bottle will increase. Red’s Rye PA has always been an expensive beer for us to make; its cost is more in-line with our specialty beers, but we blended our margins for years to try to make it work. In the end, we’ve had to accept that this is the right thing to do for one of our greatest beers. As is always the case at Founders, producing quality beer comes ahead of concerns about profits.