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Lagunitas Sucks 32's = October

Discussion in 'Beer Talk' started by Frankinstiener, May 14, 2013.

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  1. Rekrule

    Rekrule Nov 11, 2011 Massachusetts

    You're gonna hate this idea.
  2. soughtbygod

    soughtbygod Apr 27, 2011 California
    Beer Trader

    i never know how to feel when i read these threads half of the people are like Gaud i cant believe 32 oz kill me now and the other half are like whoo hoo, i have to agree with the second half two pints of beer is not a feat to complete i dont understand the issue
    Spikester likes this.
  3. SalukiAlum

    SalukiAlum Dec 19, 2010 Colorado

    Not a fan, but will still it drink it nonetheless!
  4. BuckTuckian

    BuckTuckian Dec 19, 2012 Kentucky
    Beer Trader

    Mega Maid has went from Sucks to Blows..
    Mgm54, BleepBloopBlap and El_Zilcho like this.
  5. DogTown

    DogTown May 17, 2006 California

    Greetings all. Mr. LStaff: you are projecting when you make the leap that the large container is designed to 'screw' you. I guess that when you price the beers that your brewery makes you are looking to see how much you can squeeze the world for, but that's not me/us. Others; that s for your faith. The price will be around 6 plus a bit, but I don't know the final cost on glass yet. This isn't so well known, but but 22oz glass is a bunch more expensive per oz as compared to 12oz ware simply because the glass company doesn't make so much of it. Short runs = higher unit costs. So that gets passed along. The 32oz bottle will be even shorted runs, initially, so I'm guessing that the same will be true.

    For the record, it'll be a pry top, not a ROP (twist-off) finish.

    My reason for doing it is simple.. There are no craft beers in 32's or even 40's. why not? I dunno. So I'm going to do it. Second thing is that I think consumers (and ya'll too) will need a 'strong attractor' to find the first craft beer in the 32oz section of the cold box and since the Sucks was so well received, it stands a chance of drawing a crowd and it'll be us all planting a flag in the last cold bastion of Mega-Brewer hegemony!

    A 32oz'r at a 9.99 six pack price would be 4.44 and a 32oz'r at a 4.99 22oz price would be about 7.25. I think it'll land around 6.50 due to the higher glass cost and our desire to be profitable! This will prolly disappoint LStaff's twittering outrage over large format pricing. But maybe the beer will win her/him over.

    But the bottle molds have been made, the hops have been contracted, the bottling change parts all ordered... We're just waiting for the hop harvest now. I can't wait. I think the bottles will look hysterical on the shelf next to Olde English and the beer will be fresher as larger format, low surface area to volume packages usually are...

    Spikester, sbxx, pixieskid and 22 others like this.
  6. BlindSalimander

    BlindSalimander Aug 16, 2010 Texas

    Beautiful. Thanks for replying. I agree on the OE800 point.

    BTW - I saw the Primus Sailing The Seas Of Cheese re-master webcast last week and they gave you all a shout out in the credits at the end. I smiled.

    Chairs to you as well!
    BrettHead and dar482 like this.
  7. dar482

    dar482 Mar 9, 2007 New York
    Beer Trader

    Thanks for the well written and though out response! Really surprised and happy to see a brewery giving their honest explanation for what they're doing.

    In the end, the 32 oz. will still be an incredible value, just like Hop Stoopid, which I still am blown away by how good the value is on that.
    Hell, I just paid $15 for a 4 pack of Double Trouble. I'd gladly pay over $8 for a 32 oz. of Sucks. Not to mention that Sucks is my second favorite DIPA.

    I only had a bottle of it earlier this year when it was fresh and been wanting to have it fresh again. Can't wait until this fall. Also can't wait to see how this "pry top" looks like. I would love to have a cool bottle like that sitting on my bar display. Always through breweries should do more pry tops like Grolsch.
    jplopez21 likes this.
  8. cavedave

    cavedave Mar 12, 2009 New York
    Beer Trader

    Love your beers, always have, love your pricing below what others charge, so please don't think I am some troll. I am a homebrewer, so it could be that the pricing for large breweries is different than for homebrewers, but here is what I pay for my glass.
    24 12 oz. bottles -- 11.99
    12 22 oz. bottles -- 12.99
    The 22 oz. bottles do in fact cost more, in the neighborhood of a few cents per ounce. I am sure there are other related costs, such as changing the bottling line over, but let's be honest here, unless the economy of scale at a large brewery involves things I don't understand, it seems all about a much larger profit on the beer, and not at all about equal pass along of cost of time and material. In fact, some things about bombers are less expensive, no 4/6 pak holders to buy, and no time for machine/worker to fill them, fewer labels to buy and apply.

    As I say, love your beers, respect you guys, but I am gonna call BS, and here is your opportunity to settle this with numbers so all us BA's can have our suspicious, know it all mouths shut on this topic once and for all. School us on this topic, DogTown, slap us down with facts.
    brees6221 and elgiacomo like this.
  9. Rekrule

    Rekrule Nov 11, 2011 Massachusetts

    I'll get an OE.
  10. incutrav

    incutrav Jan 16, 2007 Minnesota

    There was a post on here the other day noting that some markets would see the quart bottles, while some would still see six packs. Cant find it now of course.

    Im another not fan of the big bottles, especially when this beer will go from $.13 oz to around $.20 oz
  11. TheMonkfish

    TheMonkfish Jan 8, 2012 Chad

    Can't wait for this. Love the idea of ready access to this beer.

    Would Tony consider 32oz cans down the road? ;)
    Scrapss likes this.
  12. Frankinstiener

    Frankinstiener Jul 28, 2009 Illinois
    Beer Trader

    I personally would rather pay for beer than glass. If it is going to be pricier than it was before because of glass prices, use the cheaper glass and pass the savings on to us.

    Sound like an ego thing.

    Bombers almost always sit on the shelf longer.
  13. DogTown

    DogTown May 17, 2006 California

    There is a difference between the 12's and the 22's, and it adds up. Cavedave: in the ratio between the two, I'd say that you're paying way too much for the 12's and so to you the ratio looks flatter than it is for us. Another thing is how much slower the filler ru s for 22's in ord to keep the O2 low. Thing is, 22's are more profitable, and 12's are lee less so, in that there is a balance. Kegs are the least profitable of all. You might say that one facilitates the other. Also, until recently most nano and micro start-ups began in 22's and they really need a lot more money for whatever they do since most of the costs are in fixed costs and every bottle gets a heavy dose of rent and insurance and payroll taxes and such. When ya get bigger that balance shifts to variable costs like malt and hops and vintage guitars. I charged less when we were small too but that was more about surviving the late '90's and also because I didn't know anything about cost accounting. Now we can afford it so it stays the same.but don't get me wrong- Sucks costs a fortune to make. So does DayTime, despite the low ABV. In fact, DayTime costs more to make than IPA.

    And I have no illusions about shutting anyone up here on BA! If I did what would happen to all the fun int he world? LStaff tweeted words that sounded exactly like 'screwed' was an ingredient in large format bottles, that got me going. I do have pretty thin skin about things I try to be honest about... But even that's a personal problem and is not an ingredient in the beer...lol.
    ChipMurray, jplopez21, jrnyc and 4 others like this.
  14. DogTown

    DogTown May 17, 2006 California

    Hi Fankenstiener. Comments like that are why so few other brewers will even expose themselves, under their own identity, to this site. Maybe you think I have thick skin.

    But I asked myself; 'Self? Why would someone post a snide thing like that?' It must be an ego thing.

    You might as well ask why I started a brewery?... It was ego.
    flowner120, ChipMurray, jrnyc and 6 others like this.
  15. DogTown

    DogTown May 17, 2006 California

    (sorry that was so negative)

    Cheers, BA..!
  16. anyother

    anyother Oct 20, 2011 Ohio

    No worries, I'm going to drink the shit out of the quarts if they make it to Ohio.
    BrettHead likes this.
  17. anyother

    anyother Oct 20, 2011 Ohio

    Not to mention many place still do bombers on a four head filler or small portable system and hand pack bringing labor sky high, instead of investing in the entire bottling line getting upgraded from conveyor rails adjusting, drop packer heads, sealer adjustments for the taller package.
  18. beerindaglass

    beerindaglass Feb 20, 2013 Florida
    Beer Trader

    A 32 oz. sucks will be 50 cents higher than a 22oz of Hop Stoopid? If that's the case, fantastic news and it will be a popular product. However, I'll believe that the retailers offer the beer at 6.50 a pc when I see it.

    I know that's not in your control, but it's a reality. Regardless, thanks for your time spent on BA explaining your product. And fwiw, Lill Sumpin is a staple in my fridge. 8.99 a sixer for that beer is incredible.
    dar482 likes this.
  19. GoGators

    GoGators Aug 5, 2010 New Jersey
    Beer Trader

    I think those that are asking Tony to defend the higher price of bombers are going after the wrong guy. Lagunitas prices their bombers fairly. Hop Stoopid, WTF, Lucky 13 and Cappucino Stout are all in the $4.99-$5.50 range in the lovely Garden State. How can anyone complain about that? And all their great 12oz offerings are in 6 packs but priced like other breweries price 4 packs. On a quality to price ratio, Lagunitas is #1 by a mile in IMO.
  20. RangnaR

    RangnaR Dec 17, 2012 California

    Not to derail this thread or anything, but I just had my first Lucky 13 last night, and I think I might be okay without Sucks for awhile now...
  21. DogTown

    DogTown May 17, 2006 California

    Beerinaglass.... Unfortunately for you you look like you live in a very hard part of the world to ship to; Florida... It is the most expensive place for us to ship beer. When I said 6.50 I was thinking of markets where 22's land on the shelf at 4.99. Florida is very tough because, with the exception of a couple months in winter when the harvest there is hitting the road north, most truckers don't even want to drive in there because its a dead end and they have to leave empty heading north to find a back haul load. There is a lot of diesel in beer consumed in Florida, except for Yuengling, of course. I'd guess that it'd be closer to 8 there, but still proportionate to the 22's. the Chicago brewery should soften that as well, so... Time will tell.
    BrettHead and FriarTuckInLuck like this.
  22. beerindaglass

    beerindaglass Feb 20, 2013 Florida
    Beer Trader

    Eh, it's worth a buck or two more a beer to live in Florida.
    FriarTuckInLuck likes this.
  23. rgfellow

    rgfellow Feb 9, 2013 New Mexico

    My favorite thread of all. Love hearing the know-it-all BAs getting schooled.
    jrnyc likes this.
  24. beerindaglass

    beerindaglass Feb 20, 2013 Florida
    Beer Trader

    I haven't seen anyone get "schooled". They're making the 32oz to be different and make more money. Pretty much what's been the consensus reason why people are annoyed. The brewer just confirmed it. Because I 100% disagree with the marketing move, doesn't mean I won't be polite the owner. But it does mean I will buy less Sucks. Much less.
  25. hopspine

    hopspine Feb 28, 2012 Colorado

    Obviously this is a joke (or a hopeful wish maybe!) but it got me thinking, isn't Tony pretty against cans? I thought I read once Lagunitas would never be canned, no matter what. I think this has to do with his feelings on the creation of the can being so toxic. Recycling cans and reusing them has obvious environmental benefits, but I think actually making the can is not very enviro friendly.

    Having said that, tallboys of Sucks would make for solid day hikes.
  26. DogTown

    DogTown May 17, 2006 California

    "They're making the 32oz to be different and make more money"

    Dude, that's why every brewery from here to Florida and back opened in the first place. We are not monks, but even the monks have to be a little different and make money to eat and pay someone pick up their trash... Why do you get up in the morning?
  27. Rekrule

    Rekrule Nov 11, 2011 Massachusetts

    You have poor reading comprehension.
  28. beerindaglass

    beerindaglass Feb 20, 2013 Florida
    Beer Trader

    Here is your original quote:

    My reason for doing it is simple.. There are no craft beers in 32's or even 40's. why not? I dunno. So I'm going to do it. Second thing is that I think consumers (and ya'll too) will need a 'strong attractor' to find the first craft beer in the 32oz section of the cold box and since the Sucks was so well received, it stands a chance of drawing a crowd and it'll be us all planting a flag in the last cold bastion of Mega-Brewer hegemony!

    I took it upon myself to add the part about making more money because it's a no brainer. You made no mention of increasing profit until your follow up post.

    A lot of people won't like that novelty if that's the real reason. Good luck in your venture. I really love your products.

    And since you asked. I'm a General Contractor. I get up in the morning to make money and make my clients as happy as possible at the same time. It's not always easy for sure.
  29. RangnaR

    RangnaR Dec 17, 2012 California

    I know I've seen complaints directed at Lagunitas before about pricing, which doesn't make sense to me when I see the higher cost of, I don't know, just about every other craft brew out there...
  30. rinhaak

    rinhaak Jun 23, 2009 Massachusetts

    I'm right with you on this. I often have to still work in the evening, but I'd love to enjoy a beer with dinner. Two is a bit much for a weeknight. And if I *do* have two, I'd kinda like to have two different ones.

    I'm really in favor of 12oz bottles, and there are very, very few local breweries doing 12oz here in Boston. Been the topic of some discussion:

  31. DogTown

    DogTown May 17, 2006 California

    It's not even about price... It's really about the essential value proposition... That's yours to evaluate and there is no one ruler to use, but you all know that. High pricing requires supreme confidence that the counter party will recognize an intrinsic value in the correlation between the height of their expected enjoyment and the related hole in their wallet. It's how people end up homeless on crack! I've never been that sure that we are that great, a lack of confidence I suppose. I wanted to put Lagunitas Sucks on a label for a decade, longer even, because I've never been totally sure that we don't. I spose I'm not even sure now, except that it just seems like we don't suck. If you don't understand that, you're a luck,y happy, well-adjusted person and that's the best thing ever. Cheers and viva la 32's....
  32. MontereyBay831

    MontereyBay831 Dec 15, 2012 California
    Beer Trader

    I can't wait for this. For the people talking about not being able to finish it, stick to the 6 packs then if you don't know how to drink beer, I guess us Cali folks have different mentality. These 32's are going to be a huge hit!
    Spikester likes this.
  33. rboinski

    rboinski Mar 19, 2012 California

    I appreciate the best hometown bottled beer in a 32oz format. Can't wait to see a bunch of these on the communal tables at the taproom with the music going on an october afternoon! I got your back on this one, it is going to be awesome!
  34. MontereyBay831

    MontereyBay831 Dec 15, 2012 California
    Beer Trader

    Perfect to bring to a BBQ!
    rboinski likes this.
  35. Rekrule

    Rekrule Nov 11, 2011 Massachusetts

    6 packs are awful to bring to a bbq.
  36. BlindSalimander

    BlindSalimander Aug 16, 2010 Texas

    Two pints of Sucks in a bar will set you back $12 easy. $5.50 to $6.50 for a 32oz looks to be a relative bargain.
  37. DogTown

    DogTown May 17, 2006 California

    It can come out whenever.. I'll be passing...

    I have no hope...

    They made a choice, and I blame them for it...

    You're gonna hate this idea...

    I'll get an OE...

    You have poor reading comprehension...

    6 packs are awful to bring to a bbq...

    I think I know someone who needs a nice cold beer.....

    Cheers out. Gotta go to work now.
  38. Rekrule

    Rekrule Nov 11, 2011 Massachusetts

    Haha. Love you guys, hate this idea. I'll have a nice cold New Dogtown later tonight.
  39. rboinski

    rboinski Mar 19, 2012 California

    man the negativity in here is unreal. I think this is a great, fun idea and if pretty much anyone else was doing it they would be charging even more. as far as I know lagunitas makes a much smaller margin off sucks as it is and brought it back because we all asked for it. I think if they want to leverage our desire into a launching point for a cool new form factor, they are making an extremely smart decision.
  40. RangnaR

    RangnaR Dec 17, 2012 California

    I agree... It's strange to hear some people say "No, don't do something different!" when that's one of the things craft beer was founded on.
    BrettHead and rboinski like this.
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