Death to flagship beers?

Pipeworks is pretty much like this. They aren't techincally "seasonal", but they have no set in stone "Flagship" or year-round beers. They basically brew a batch of beer and once it is ready, they bottle it and put it on shelves. No set schedule it seems, though they do tend to brew some beers more than others (i.e. - Ninja vs. Unicorn and other popular IPAs).

I'm not sure how I feel about this, if it is indeed a new "trend" for breweries. I mean, it is great in that it gives a brewery much more freedom to experiment with, and release, a much wider range of styles. But at the same time, if they produce a few beers that are clearly above and beyond some of the others, it is too bad they don't make them year round offerings or at least have a set schedule for release.

 

I once saw an interview with the band Weezer where they talked about the "formula" to sell records. I lost a lot of respect for them at that moment, because it just seemed to me that the music was not the reason they did it.

The way this article reads, I feel am reminded of the Weezer interview. Now, I could also see the argument that flagships can also be less about "the beer" as well...but my feeling is entirely based on the way I read the article posted.

Dangerous Man is a new tap room near my house that also does not have Flagships, but I would argue he is trying to do it out of the spirit of a homebrewer in that he just wants 6-10 constantly rotating taps (not planned seasonals). He is also finding out that people are consistently asking for his Chocolate Milk Stout, which may be the closest thing he has to a flagship.

 

It's an interesting article; lagers as a brewery's flagship brand is just one of those things that I've never stopped to ponder. I suppose it's sort of like how Coke and Pepsi both have regular colas as their flagships brands; they are what sell the best, and what resonate the most. However, even though I consider AAL and even light AAL to be perfectly legimate beer styles that should be respected as such, I almost invariably seek out different styles when it comes to craft beer. Given their popularity, (next to seasonal offerings) I would say that, maybe it would make more sense for the standard "flagship" brand of a craft brewery to be an IPA. Now that I think about it, I realize that I already sort of think of it that way.

 

There is newer nano-brewery here in Des Moines (515 Brewing), that basically is this same type of business model. They don't really have a flagship beer, because they only have a small operation and can't afford limiting their fermenters with just one or two beers all the time. Therefore, they have about 6-8 beers that they are constantly brewing and rotating in and out of their taproom. Some of them, like their OJ IPA and Dart Dodger IPA are probably more popular than others, but they can't just brew those 2 beers only.

 

Breweries are a business, and, unless we as beer drinkers are going to rely on the Dangerous Mans of the world (haven't had a chance to try his beers yet as I don't make it to the Twin Cities often, but I fully intend to) to provide us with ALL of our beer, then they need to both respect their beers but also care about business and marketing. I think it is actually a little irresponsible to go into business if you don't care about those things.

What if the brewer behind Dangerous Man were to say to his customers "screw you guys. I don't care if you like my Chocolate Milk Stout; I'm sick of it and I'm not doing it anymore?" Would that be admirable or self-indulgent?

 

Trust me, I understand it. I also have no issue with what Mystery Brewing is doing, but probably didn't show any support for it. The article just gave me flashbacks of this Weezer interview, that is all. I will say though, I appreciate flagships from canning and bottling breweries because I know I can always find some of my favorites.

Rob, from Dangerous Man kind of rolls his eyes any time we asked if he is needing to brew more CMS, and says "yes, I guess I might need a flagship". But, as of now he is struggling to keep six lines running and wants to keep brewing variety as well.

 

Ive seen this argument before. Even recently here on BA. Stating that people are no longer brand drinkers, but rather variety or style drinkers. The addition of more options to any market is going to breed people trying a wider variety, but I think brand loyalty is alive a well. Firestone Walker. Lagunitas. (to name a couple). Im apt to try almost anything they produce. Thats for better or worse, as Im not saying I will like everything. But, Ive liked enough of their stuff, that I would give a new offering a whirl. Same time, Union Jack and Lag IPA, are good go to's for me when I see them.
Perhaps, not to say "flagships", but they're good solid year 'rounds. People are interested in new and different. I think thats the way it is with alot of things. But, there is also something to be said for the comfort of a good solid year 'round offering from a favored producer.

 

Coincidentally, I've been to both Dangerous Man and to 515 Brewing. I much preferred Dangerous Man. They had a Baltic Porter, A cream ale, a Kolsch, and a nice IPA when we were there. 515 seems to be unable to make enough beer to keep up with demand and mostly has other breweries filling its selection.

for the OP - I like Flagships and always try them first when I go somewhere. I like to compare Pale Ales, which are very often the choice.

 

I have never been to Dangerous Man, but I do agree that 515 Brewing doesn't seem to be able to keep up with demand. They are constantly being drank out of their own beer. Though the last time I was there (about a month ago), they had 5 of their own beers on tap: Castaway Porter (a coconut porter), Dart Dodger (a west coast IPA), Lil Tart (a berliner weisse), Mexican Spring (wheat beer with agave and lime), and Belgian Paradise (a belgian ale). All were pretty solid examples of the style, except for the wheat beer, which seemed a bit "perfumey." Of the handful of times I've been, there has only been one time they had less than 5 of their own beers on tap, which is pretty impressive for a brewery that works on a 3bbl system and whose owners all work day jobs 5 days a week, if you ask me.

 

Interesting read. It does make me wonder how many breweries have a true flagship beer or how many brewers' original flagship is no longer the big seller?

 

I like the concept of seasonal brewing (not necessarily quarterly "seasonals" like the big crafts are changing to), but not as a be all, end all for a brewery though. I think the Alchemist proves you don't need to offer variety if you are offering the type of beer people really want to drink repeatedly.

Seems like the thoughts presented in that article are being filtered through beer geek glasses. Beer geeks don't consume/select using the same criteria as the majority of craft beer buyers who are more likely to purchase something they have never had before just to try it. Remember the majority of people who buy craft beer also buy non-craft beer too - those types are still motivated somewhat by brand loyalty/word of mouth of what their friends like - and I would think many stick with what they know or what they have liked in the past due to the overwhelming amount of choices these days when one walks into a beer store. Flagships give exposure to the less initiated and offer a brand they can rely on when overwhelmed with selection.

 

Both

 

I'll have to check it out again. When I went they had a stout, a double IPA, and the Mexican Spring. I actually thought the Mexican Spring was the best of the 3 haha. Unique lime flavor.

 

I'd be pissed if some of my breweries started limiting themselves to seasonals. That's just cruel.

 

I was about to ask the same thing. What does define a 'flagship' brew for a brewery? One could make the arguement that for instance, Shipyard's Pumpkinhead is their flagship, even though it's a seasonal. That beer is over 50% of their yearly sales.

 

I blame it all on the "Captain Ahab's" out there who think that unless they brew less than .0000005 barrel of a beer , it must not be worth drinking! The day Bell's quits brewing Two Hearted or Victory stops making Prima Pils is the day I go sober for good!

 

I'm definitely portfolio loyal to some extent, as has been mentioned. There are breweries that I consistently buy from (Stone, Founders, FW, Lagunitas probably lead the pack), but I haven't bought a 6 pack from any of those guys since Sucks was first released however many months ago. I've bought multiple singles from each brewery, and had them on tap many times as well. But if brand loyalty in beer terms is defined by regularly consuming the same beer, I think myself and many craft drinkers don't fall into that label.

I guess the archetype is the guy who buys his 30 pack of Bud every week. But I still do support the same few breweries with probably 50% of my purchases.

 

The article brings up an very valid point--why stick another pale ale on the shelf to compete with the greater than 50 offerings? On the other hand, it is even more difficult to branch out and try a "seasonal" when you don't have an "everyday/year round" offering to reference. Of course if everything you make is a winner--a tough order--then you have a solution. The article references what sells but I bet within producers, there is a lot of variability. The Shipyard example is a good point--50% of their sales for a marginal project. Seasonals create anticipation.

I think we will see a lot more seasonals--not special releases necessarily--comprising the bulk of production from even the local people in the next 5 years.

 

Great point, if your brewing for yourself don't try to sell it.