Crooked Stave 2014 Cellar Reserve

Discussion in 'Mountain' started by Tarheel4985, Oct 23, 2013.

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  1. ssteigerwald

    ssteigerwald Initiate (0) Mar 4, 2010 Colorado
    Trader

    I've got one too...guess I'm going.
     
  2. coreymcafee

    coreymcafee Zealot (683) May 30, 2006 Colorado

    Shhh...don't speak of that of which we do not speak.

    *Cough*Yes*Cough*
     
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  3. saxlover

    saxlover Aspirant (279) May 20, 2013 Colorado

    i could be a trustee for someone who wouldnt use all of their allocations. send pm.
     
  4. wdeck9

    wdeck9 Initiate (0) Jun 24, 2008 North Carolina

    What is the deal with the member party aspect of November 9th? Just curious how it will differ from the usual pick-ups.
     
  5. Tarheel4985

    Tarheel4985 Zealot (538) Sep 14, 2010 Colorado
    Trader

    Well, this might seal the deal for my exit. Not sure I can justify sticking around with a 26% increase in the cost of membership (with less valuable merchandise, as others mentioned) and a 25% increase in the additional allocations. Plus, I'm not the biggest fan of stricter or more limited pickup times.

    While I still believe there are plenty of people who will opt in at these prices, it has probably become a bit rich for my blood. I'm sure I'll regret it later, but I just don't know how I could swing a $200 increase (I averaged about 4 additional allocations per release).

    Cellar Reserve Members,
    I would like to take a moment to talk about the 2014 Cellar Reserve membership as we start to look at our year ahead. A lot has happened in the past year- all of Crooked Stave’s growth and additions to the Barrel Cellar have occurred so quickly that it’s hard to imagine that only a little over 12 months ago there were only 2 Crooked Stave employees. This growth has allowed us to introduce more people to Brettanomyces and barrel-aged beers. Within the last year we’ve also grown up and learned a lot about ourselves and our process. Understandably,we have received some questions about how the 2014 Cellar Reserve is going to be run and what is going to be available throughout the year.

    The Cellar Reserve will still run similar to 2013, and as returning members the structure will be familiar but with the opportunity to participate in more events throughout the upcoming 2014 year. This last year taught us a lot about putting on Cellar Reserve member releases and what it takes to hold onto beer throughout the year. For this reason in 2013 we are being much stricter about pick up times, and how long after the year we will hold on to allotments. On that note, all 2013 beer must be picked up by March 1st, 2014 or it will go to our brewery bank and possibly be used in 2014 Cellar Reserve member dinners that we are planning. In addition, we recently had to lease a new unit in order to store Cellar Reserve member beer because members are not sending in their trustees and not making it out for Cellar Reserve bottle releases. We never expected that we would have so much beer not being picked up and filling up space in our small unit.

    When we started the Cellar Reserve membership it was just Travis and Myself, and the membership was quite small. For the past two years the Cellar Reserve membership has been sold at $300 with tax already included. As the membership has stayed the same price for the last two years, the cost to plan, produce and store these beers has increased greatly and the time and labor is more than we could have ever imagined. That is fine, every beer we release is a labor of love and the Cellar Reserve member beers should have the most passion and creativity go into them. We love making these beers, and the Cellar Reserve exclusive beers are hands down the best beers we make. In order to keep experimenting and producing limited quantities of beers, which we view as our best, it's necessary to increase the price to reflect all the extra costs we never expected.

    The price increase will also be seen on the price of bottles throughout the year. Where previously a bottle was valued for retail at $12 and sold with a 15% discount for $10.20, Cellar Reserve member beers in 2014 will be valued for retail at $15 and sold to members at $12.75 per bottle. Given the quality of these beers, their exclusivity for members, and the current market rate of shelf sours in Colorado, we feel that the price fairly reflects the quality and is still discounted for members.

    For 2014, Cellar Reserve members will receive even more opportunities to attend special events hosted by the Crooked Stave team. Recently during GABF we held our invitational festival called “What The Funk!?” All 2013 members were given the opportunity to purchase tickets before the general public. For the next year, our goal is to host at least two events that parallel What The Funk!? in 2014, with tickets being made available to Cellar Reserve members first. With our new space at The Source and the Barrel Cellar now available for events, we are looking forward to hosting special events throughout the year and seeing all of you there!

    In addition, we would like to start hosting beer dinners for Cellar Reserve members. It is my plan to work alongside chefs and feature exclusive Cellar Reserve member beers. All of this is early in the works and like all things we’ll likely have some kinks to work out, but it’s just one more way that we are trying to expand the scope of the membership.

    In hindsight this email should have been accompanied with the announcement that 2014 Cellar Reserve memberships were being offered for sale. We are all very excited about the 2014 membership beers as we start to plan for them and continue to think up ways to make them even better. We hope all of you will join us again in 2014 as we know it will be a lot of fun!

    The final release of 2013 is coming up on Saturday, November 9th from 11am-4pm. We are planning to have another big blast with food, bottle shares and some guest beers. Hope you all come out to celebrate what a great year 2013 was and usher in the 2014 year!

    Cheers,

    Chad Yakobson
     
  6. Denver_Beer_Guy

    Denver_Beer_Guy Initiate (0) Jun 4, 2013 Colorado

    Thanks for the email. Really interesting to see the thought process in the email. While I still think this will sell out without a problem, I also think that it is pushing the limits in price point. I'd also venture to say that $15 for 375ml of a high quality sour is well above the current market rate for shelf sours in Colorado. Tough to find a parallel for what CS offers but I've yet to come across a US sour on the shelves in CO for that price at that size. The closest comparison would either be Paradox sours at $20 a 750ml or something like Jester King Atrial Rubicite at $16 for 500ml.

    I understand costs and what not just wish the explanation stopped a "quality and exclusivity".
     
  7. Prospero

    Prospero Pooh-Bah (2,680) Jul 27, 2010 Colorado
    Pooh-Bah Trader

    It's called AC Golden... still waiting for that membership to open up. Heck that $17-$18 (750ml) Peche, Apricot & Ctayt are looking mighty fine right now....
     
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  8. omgeezo

    omgeezo Initiate (0) Apr 22, 2013 Colorado

    Russian River is at that same $12 price point for same size
     
  9. Domingo

    Domingo Grand Pooh-Bah (4,252) Apr 23, 2005 Colorado
    Pooh-Bah

    If that happens, everyone can call me "Reserve Member #1." They might not be the best value on the shelf, but their quality is unmatched.
     
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  10. coreymcafee

    coreymcafee Zealot (683) May 30, 2006 Colorado

    Sorry, I'm already Member #1. How's it feel all the way back there, #2? :grinning:
     
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  11. Golden

    Golden Initiate (0) Dec 4, 2008 California

    Any current members on the fence and want to split 2014 with me?
     
  12. FishPondManager

    FishPondManager Initiate (0) Feb 28, 2012 Colorado

    Exactly, and they fly off shelves. Plus, the RR sours aren't mostly one offs, and IMO, most CS CR beers have been better than RR. Furthermore, I can't go online, buy 8 bottles each of supplication, consecration, temptation, and sanctification, and then go pick them up at my leisure and have a bottle share to boot.
     
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  13. Mebuzzard

    Mebuzzard Grand Pooh-Bah (4,302) May 19, 2005 Colorado
    Pooh-Bah Trader

    I wonder about the shelf price of the 2014 beers. Right now, at $6.99 for "regular" stuff, bottles sit for a while. The above-average beer drinker (who would) like to try something new, will not pay that much for a small beer. Beer dorks--like yours truly--will with little problem. This may seem fine, but if the goal of CS is to introduce people to Brett beers, the pricing limits the audience. Now, if the price increases across the board on CS beers, then fewer new customers will come on board. Again, fine for us geeks--more for us--but this may be an interesting intersection of volume v. pricing. I'll be curious and concerned to see how this unfolds...cuz that's some good flippin beer right mmhere.
     
  14. Mebuzzard

    Mebuzzard Grand Pooh-Bah (4,302) May 19, 2005 Colorado
    Pooh-Bah Trader

    Great beer. Brewer is coolio. Still, I can't/won't support the Coors machine. I really feel that they threaten the craft beer world, and if other sour beers climb to ACG pricing, then Coors could flex its distro muscles (although Coors is raising its line pricing).

    Maybe I'm paranoid. :grimacing:
     
  15. Gueuze_Goon

    Gueuze_Goon Initiate (0) Sep 4, 2013 Colorado

    A/C Golden has been putting out some nice beers, Colorambic could be some of the best sours I've had outta the US and Troy is a cool dude from the little I've seen. That said, I don't want to support Coors, and I'm not going to pay those prices to a company that can actually afford to undercut the competition and put some good sours out there.

    It's ludacris, kinda like New Beligium charging more to locals while undercutting pricing further out of the state.
     
  16. FishPondManager

    FishPondManager Initiate (0) Feb 28, 2012 Colorado

    This is a good point. It will be interesting to see the prices on the "shelf" stuff next year. They could probably bear an increase in price for brand new markets, but they will sit even more here locally at $7+.
     
  17. Domingo

    Domingo Grand Pooh-Bah (4,252) Apr 23, 2005 Colorado
    Pooh-Bah

    The argument I've heard is that both AC Golden and even New Belgium don't want to undercut the competition. That would essentially force breweries like Crooked Stave to match them and lose money or price their beers so high that nobody will pay for them. They're priced high for a reason. I'm sure there's more to it than that, but I've read and heard that explanation a few times.
    With AC Golden, I make no claims about their parent company, prices, distribution, strategy, etc.
    I just know that I love their beers and that Troy and Ben are good folks.
     
  18. StubFaceJoe

    StubFaceJoe Initiate (0) Nov 24, 2011 Colorado



    Let's be honest. Chad is a smart guy as a brewer and marketer/business man. The price point (which they are super picky about) helps keep that premium imag. He markets more to the beer geek than anyone and Iits working. Distribution is expanding a well as demand.
     
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  19. StubFaceJoe

    StubFaceJoe Initiate (0) Nov 24, 2011 Colorado

    Ive had a conversation with a guy over there and asked him specifically what the point of the ac division is. He said all we are really to do is make good beer and have fun.
     
  20. Domingo

    Domingo Grand Pooh-Bah (4,252) Apr 23, 2005 Colorado
    Pooh-Bah

    Maybe the whole thing is an evil plot to take over the craft world by Coors and Troy is just an evil robot…but if that’s true, they certainly aren’t going about it in a normal manner. Beers limited to a single batch sold on a single day in one store? A BA imperial stout priced at 2x the competition? Sours that still haven’t seen a price break after 6 months on shelves? Beers that are only sold and priced high at the Rackhouse? An entire line of beers that are brewed and aged just for small beer events? A flagship non-geeky lager that funds everything else?

    Short of “winning hearts and minds,” nothing they’ve done adds up to craft beer industry malice, IMO.

    I’m sure if I was a small brewer I might have a different take, but as a geeky consumer I’ve been really happy with their “strategy.” The high price on their stuff means I can actually still buy buy off the shelf 6 months later. Remember when you could do that with Cantillon? I do.

    Still, I'm sure there are craft brewers that probably have at least a small tinge of fear in the back of their mind. If I were them, I probably would.
     
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