Founders announces Solid Gold Lager

Turn up the volume, somebody is playing my music.

 

That is true.

 

I'm thinking that they are viewing the beer market as divided between "speciality" beers and regular AALs, and growth is slowing in the speciality beer market, so why not try and get a slice of the AAL market? Even if it's a stagnant market it is a large one, and market share gains can be had at the expense of other brands (potentially).

If they can succeed at selling it in volume (15-packs) as well, as they seem to have with All Day, that would be something of value to a large brewery I would imagine. Rather than relying on the sale of singles they can move bigger volumes and hope to build brand loyalty (which seems fleeting in the craft beer market). In short I can see the appeal for them (though it is an open question as to how it pans out in the end of course).

 

I suggest it's also a question of whether these brewers expanding their market share will choose to set the competitive pace or just try to keep up.

 

Just my thought but I think the word "Gold" has more market appeal than "Helles".

 

(above emphasis mine) Yeah, and let's not forget that this new beer might require more time due to lagering... which is also a factor in cost of production. I don't think we can make any assumptions on Founders' actual overhead here (but what do I know?).

 

I'll try it. I like the price point/quantity of All Day IPA and PC Pils, but the bitterness wears on me, this might land in a sweet spot... we'll see.

I agree with others that this appears to hit an odd place between cheap macro AALs and more expensive craft beer. Founders is clearly trying to be cost competitive, which is good, but no matter what they cannot get the economies of scale to match the price of the macro brands. So, if the flavor is too similar to macros, then why pay more for Founders? If the flavor is too different from macros they miss the larger potential market of macro beer drinkers. It's a balancing act with risk, but it's probably a risk worth taking, and I think Founders has a better chance of pulling it off than most other breweries.

 

Perrin is releasing a "light lager" in November. If you can't beat AB InBev, start imitating them.

I do appreciate that some "craft" brewers are making lighter, more session worthy offerings. With that in mind can we find a way to get the carbohydrates down to <5g/12oz serving?

 

I'm sure there's still a sizable market for people in the 'super premium/import' category (the type that regularly buys Corona or Beck's, for instance) who can be lured over to American craft brewers if the product and price are right. I don't think this is exactly meant for the usual BA crowd, but I'm game to give it a shot if the circumstances fit.

I sure hope you did your research at Zum Schneider studying the Traunsteiner Helles . If it's anywhere near that level consider me a regular purchaser when it comes out!

 

Are you saying Founders will end up losing because of this somehow? I can't speak for this beer, but the 15 pack of Mosaic Promise that I just bought for $13.79 is the absolute best value in beer. I assume their business model makes their 15 packs profitable, or they wouldn't be adding to the line up. I try yours, and most other new beers that interest me, but beers like this make great fridge staples. I can see how these beers would make some other breweries unhappy though.

 

Love The Crisp!

 

I have grown to really love Founders beers and this is right up my alley: I love a good Lager, an AAL-ish Lager is cool with me and this will be a nice easy drinker that many will enjoy. And if nothing else I am happy to see more and more options than higher ABV hop bombs...they have their place and I enjoy them but the trend was getting a little stale to me.

RE: pricing beers like Corona and Dos Equis are close to/the same as craft prices in my area so this would compete nicely with those.

Awesome! Your beers are great and Helles is one of my favorite styles so you can count me in.

And what a damn good Helles that is!

 

Out next Month. Will be picking up a six pack for sure. Hope to see more Lagers this year, love the style.

 

I would put this up against the new Miller Lime any day. Price is great and I am willing to bet the taste will be miles ahead. Will be interesting to see how it all plays out.

 

I just got the numbers on SG and while it will be close to macro pricing, 6 packs are going to be about $1-$1.50 (retail) north of BMC in the same package. This of course assumes that your local retailer isn't upcharging just because it says Founders on the label. Should hit shelves in the Detroit area in a couple weeks.

 

Various articles mention a SRP of $7.99/6-pack and $14.99/15-pack which I suspect is in line with your numbers?

 

Pretty close, I'm pretty sure I can sell the sixers at $7.49 per my usual 25% markup IIRC. I should really start writing these things down, lol.

I know my cost on 1/2 barrels is about $25 higher than Bud.

 

Like @Urk1127 I too started "craving simplicity" a couple of years ago. I sought out pale ales, pilsners and lagers (still drinking stouts and porters, so long as they weren't the "pastry" kind). Maybe it's because I'm getting older. Dunno. Looking forward to at least giving the Solid Gold Lager a try when it hits the shelves. Sounds like the kind of beer i'd enjoy on a hot summer day.

 

Is Founders on the way to become the #1 Craft* Brewery in terms of sales, say in 10 years?

*I hate that word

 

Seeing as how it is always changing, that will depend upon what the definition of craft will be in 10 years.