Will craft beer ever get back to it's roots?

Sure it had the effect of evading taxes, but the increased preservative effects seem to have been at least as important to the brewers. And regardless of its motivation it seems to fit the model of being an innovation that involves ingredients.

 

Isn't trying something new what made craft beer what it is today? One mans gimmick is another mans innovation.

 

500 years ago people probably thought throwing hops in a beer was gimmicky. 175 years ago people probably thought those new fangled crystal clear pale yellow beer was gimmicky. 20 years ago people probably thought throwing beer in a bourbon barrel was gimmicky. Brewers experiment, and what may seem gimmicky now may turn out to be one of those "why didn't I think of that?" ideas that brings us the next great thing in beer.

 

When were craft breweries not trying to "out gimmick" someone else and why do you think their target is each other rather than the mass market breweries?

 

I haven't had a lot of their stuff, but what I have had has mostly been really solid, delicious beers (Whirlpool and Santilli). Admittedly, the tasting flight I had over the weekend included their habanero beer, which I think is gimmicky, but a lot of folks seem to like the spicy beers... I believe there's a habanero Sculpin out there.

But you may be right.

 

While your first sentence is completely accurate, I feel it falls short of reality. Gimmicks are a huge part of all American manufacturing, marketing & retail; have been, are now, and will continue to be. After all, how many products labeled 'new and improved' actually are?
And like you, I wish breweries would stick to traditional styles but when one starts with gimmicks, others feel as though they must follow or get left behind.

 

But you have to admit, Sierra Nevada even has to come up with a somewhat gimmicky concept of extracting hop oil tincture to make a "year-round fresh hop beer." Granted, it's a great idea and is valid but they're needing to keep up with marketing new and exciting products just as much as the rest of 'em. Case in point: The new Tequila barrel-aged lime beer. Once again, great idea and I want to try it but they're certainly not exception of the OP.

 

I don't care?

 

What do you call the planet series then?

 

You mean folks like the subset of BAs and other beer drinkers who are basically one-and-done drinkers and think having the same beer more than once is somehow a personal failing in others?

Fortunately for those of us in PA that's not who keep places like Victory, Troegs, Stoudts and others in business....

 

True, but there's a distinction between innovation and experimentation and novelty. You can sell a new angle or a new approach without it smacking of gimmickry. Most releases come across as honest attempts at something new, and some come across like a side-show cash-grab

 

Speaking of gimmicks, here's the latest from NC:

http://www.loneriderbeer.com/event/magnificent-77-release-party/?instance_id=20415

 

A damn solid series of beers. So far the only beer that could be called gimmicky would be Venus (and I count myself in the apparent minority that quite liked that one). Every other beer was one of several within a category, or a uncommon style (Belgian single) that could hardly be a sop to the easily led masses. Now if you want to call the marketing a gimmick, then I'll agree with you, but that doesn't make the beer itself a gimmick.

 

I wouldnt say barrel aged beers are Gimmicky

 

Oh wow haha, wonder if it'll be hoppy

 

77 varieties of hops? I'm with you there - that's a gimmick.

 

Everybody wants their heroes and villains. It's funny that these are also the two craft breweries that people associate with having their own hop and barley farms... and they both market this aspect of their business. I don't think of these as gimmicks, but considering the looseness of the term's use here it's not completely off the table. (but I would agree that one of these breweries resorts to gimmickry more than the other)

 

That's basically what I was saying. The OP is asking when breweries will stop feeling compelled to gain sales by using odd recipe formulation tactics as well as marketing. I'll admit, Bell's does stay within the realm of "traditional" styles, at least in comparison to all the other crazy beers being put out by American brewers.

 

If "gimmickry" equals profit, then yes, remember its all about the money. If the "gimmickry" fails, then its a "side-show" , if it works, then its "innovation" and the bankers and/or investors will love you for it.

 

For sure, and as @zid points out above, the current uses of "gimmick" floating around in this thread make any interpretation possible.