I get why this is happening at this moment in the current industry cycle. But rather than lots of variations of the same beer, I prefer a mixed variety pack from the same brewery. Drive the brewery’s brand awareness rather than just one SKU. I had a mixed variety pack of Creature Comforts (Athens, GA) and loved it. It was a great way to discover a brewery. I will buy more of their beer now that I know they are talented brewers across multiple styles.
3 Floyds has begun inching toward what you're asking for in that they have a Variety Pack with 3 IPAs and a Stout, which is "Not Normal", then they have another I've seen that has a lager. Not the full diversity you're seeking, but a step in that direction.
New Belgium just announced a Tropic Variety pack that combines two Voodoo Ranger brands with their sour Dominga, and something else. I wasn't expecting that crossover, but it's fascinating.
Awesome! I dig it! You get immersed in the brand, which makes me want to go deeper and visit their taproom and then the holy grail of craft brewers....buy merch at 2x mark up!
When I saw the Gumballhead announcement I immediately started waiting for this post as I knew it was coming. I hadn't seen the Oberon Shandy announcement but it does tie together nicely. For me, the Oberon extension makes a little more sense than the Gumballhead extension because at least there's a thread, albeit thin, between the styles. Shandys are historically built on top of a wheat beer so making an Oberon shandy can make sense. But I also suspect the bulk of the buying market doesn't think about that. They just think "I like Oberon so I'll try this."
And I think that's where a lot of craft beer nerds fall down. They are too deep in the weeds to realize they may not be the target market for every beer a brewery puts out. It's easy for me to criticize 3F for making a hodge podge brand extension but if it helps them sell more beer, then fine. But I don't understand how you different the beers in the Gumballhead pack from the other hazy IPAs in the 3F lineup.
I think every point you bring up is spot on and the final one is just swept under the rug in the interests of "it will sell better than the alternative" and it will. For people who just want Gumballhead, that's not being taken away from them like Amber Ale Fat Tire was. They can still buy a 12-pack of regular Gumball so its hard to be upset. Long term impact of this strategy = TBD.
What do you think of Founder’s Mortal Bloom. As a brand, not necessarily the brew. It’s a decent brew. But, I think we might have a brand with some staying power.
Good article Doug. I like the idea of line extending in similar style ie; the Bells hearted variety pack. Given where the craft segment is and most loyal drinkers are pretty loyal to there style it makes sense. For example everyone who know IPA's, knows 2 Hearted is an awesome IPA and gives Bells the cred to play in the IPA space and experiment with different IPA styles. A 2 Hearted fan would expect all in the variety pack to be great if they are IPA's. Maybe a different story putting the 2 hearted name on a lager. Also think variety packs within the same style are "safer" as the consumer is loyal to the style and you have a higher probability of getting 4 beers you actually like.
I marvel at your ability to write so much so well, and I really wish I could get that Gumballhead variety pack in California
Aw thanks. It's hard but I love doing it.
I get why this is happening at this moment in the current industry cycle. But rather than lots of variations of the same beer, I prefer a mixed variety pack from the same brewery. Drive the brewery’s brand awareness rather than just one SKU. I had a mixed variety pack of Creature Comforts (Athens, GA) and loved it. It was a great way to discover a brewery. I will buy more of their beer now that I know they are talented brewers across multiple styles.
But that’s just me. 🙃
Great post as always! Thx, Doug!
3 Floyds has begun inching toward what you're asking for in that they have a Variety Pack with 3 IPAs and a Stout, which is "Not Normal", then they have another I've seen that has a lager. Not the full diversity you're seeking, but a step in that direction.
New Belgium just announced a Tropic Variety pack that combines two Voodoo Ranger brands with their sour Dominga, and something else. I wasn't expecting that crossover, but it's fascinating.
Awesome! I dig it! You get immersed in the brand, which makes me want to go deeper and visit their taproom and then the holy grail of craft brewers....buy merch at 2x mark up!
When I saw the Gumballhead announcement I immediately started waiting for this post as I knew it was coming. I hadn't seen the Oberon Shandy announcement but it does tie together nicely. For me, the Oberon extension makes a little more sense than the Gumballhead extension because at least there's a thread, albeit thin, between the styles. Shandys are historically built on top of a wheat beer so making an Oberon shandy can make sense. But I also suspect the bulk of the buying market doesn't think about that. They just think "I like Oberon so I'll try this."
And I think that's where a lot of craft beer nerds fall down. They are too deep in the weeds to realize they may not be the target market for every beer a brewery puts out. It's easy for me to criticize 3F for making a hodge podge brand extension but if it helps them sell more beer, then fine. But I don't understand how you different the beers in the Gumballhead pack from the other hazy IPAs in the 3F lineup.
I think every point you bring up is spot on and the final one is just swept under the rug in the interests of "it will sell better than the alternative" and it will. For people who just want Gumballhead, that's not being taken away from them like Amber Ale Fat Tire was. They can still buy a 12-pack of regular Gumball so its hard to be upset. Long term impact of this strategy = TBD.
What do you think of Founder’s Mortal Bloom. As a brand, not necessarily the brew. It’s a decent brew. But, I think we might have a brand with some staying power.
Good article Doug. I like the idea of line extending in similar style ie; the Bells hearted variety pack. Given where the craft segment is and most loyal drinkers are pretty loyal to there style it makes sense. For example everyone who know IPA's, knows 2 Hearted is an awesome IPA and gives Bells the cred to play in the IPA space and experiment with different IPA styles. A 2 Hearted fan would expect all in the variety pack to be great if they are IPA's. Maybe a different story putting the 2 hearted name on a lager. Also think variety packs within the same style are "safer" as the consumer is loyal to the style and you have a higher probability of getting 4 beers you actually like.