1. Gary
    May 14, 2018 @ 1:10 pm

    I agree that craft brewers are often muddying the waters by engaging in a ‘race to the bottom’ for price that jeopardizes the value earned by well brewed local craft. But I think brewers often engage in this practice (including gimmicky branding) because of market saturation and sometimes this move is out of desperation and perceived necessity.
    There is definitely room for well made craft pilsner / lager in every beer market but they should come with an expectation of a realistic cost margin for the brewer. An authentic pilsner is a challenge for a craft brewer to produce in terms of tank time and sourcing quality raw materials so the price should be reflective of that. If your aim is to make an adjunct laden, hop extract based American lager impostor then have at it, just don’t expect that will be a sustainable model of success-
    Branding is the hook to get the product looked at and a nostalgic look is certainly befitting of the style! Unsustainable pricing on kegs & cans do nothing for the health of the craft market- Once you sell with your pants around your ankles you can never pull them back up-


  2. William Hawkins
    March 26, 2018 @ 7:40 pm

    I’m all about the movement to lagers, but you neglect to reference any craft brewer, other than Sam Adams, that has been producing premium lagers in their offering for years. Elliot Ness by Great Lakes Brewing, Vienna Lager by Devils Backbone (unfornately no longer a craft brewer), Alaska Brewing, Heavy Seas, Coronado Brewing. I’m sure there are many. What I don’t get is creating a craft beer that tastes like a macro brew or worse, a lite beer. The beer drinkers I know are not looking to throw back a 15, 18, 24 pack of craft beers. They are looking for a few good ones.


  3. Jeff Thompson
    March 22, 2018 @ 2:24 pm

    I’m with ya man! How dare Founders put out a high quality product that’s also affordable?! That’s total BS!

    …until you go there and see what they do. They absolutely kill it and they’ve been killing it for years. The problem with Craft is you cannibalize the successful by shaming those who want to run a business instead of a garage party for their friends. I thought it was all about the beer…right?


  4. vic
    March 22, 2018 @ 11:50 am

    Couldn’t this angle also be seen as a part of craft’s strategy to bring over, from the dark side, on-the-fence macrobeer drinkers who just can’t stomach an IPA or a stout yet?
    Craft brewing has certainly distinguished itself from macro through innovation and the great variety of styles and flavors, but macro, of late, has been redoubling its efforts to attack craft through their many overt and covert means. Perhaps this is craft’s response.


    • [email protected]
      April 4, 2018 @ 2:23 pm

      I agree. I think they are now trying to pull the people over who might care but just like a simple ice cold summer time Lager. Me I like the hops and flavor but as we know most don’t so why not try to get more of that business. I saw 10 Barrel do it with their ” Pub Beer” a few years back when I was in Oregon and thought that was smart as heck. Why not go after everyone not just the people who like more flavored beers. As we all know that market is WAY larger than the craft one is. I think it’s a smart move for the few who do it first and are larger in size in volume. Smaller guys I think should stick to the awesome crafty cool stuff we have all loved.


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