Magnify Brewing Update (2021)

I have ordered delivery once since the pandemic hit and I’ve bought some cans from the stores. Honestly for me, their best beer is Low Vis. I get that every time I see it’s fresh at the store. Great summer beer. What I miss most about the Magnify thread was arguing with IPA Police about why anything less than glowing I would say about them was wrong for some reason.

 

I haven't had a Magnify beer is probably a year or more, and even then it was only the distro ones like Low Vis (also my fave), Vine Shine, or one of the single hop "Thrill" beers... I haven't seen much beyond those cores and maybe perception is reality, outside of stores, but probably not looking as closely to be honest... frankly wondering whose buying all their beer or if they are potentially sending a chunk out of state like some breweries are doing under the radar.

 

Honestly with many breweries I tire of all the new beers. I'd really prefer they just made a lot more of their better beers like Maine event and contractual obligations. i prefer them greatly to vine shine and would rather see them as their core

 

Absolutely. You really have to blame the craft beer consumer in general for this trend. It would be nice if people were happy with a rotating beer lineup with the occasional new release. The beer quality would undoubtedly be better with this model.

 

What's tough for Magnify is the lack of any tasting room. Previously, I would stop in and try a couple beers, then buy cans of the ones I liked. Now, with the new releases, you are basically paying $18-$22 on a bet that you'll like it. I study the descriptions of the new releases carefully and only buy one 4-pack at a time. That said, I'm rarely disappointed.

 

I don't know, I feel like there's a lot of gimmick beers. They still make solid beers, but I'm not interested in chasing "fruited goses" or pastry stouts. The variations on the core beers, as well as their frequent repeat beers (like the peaks and the events) still make them great in my book. I guess something for everyone.

 

It's been a while since I had anything from Magnify. However, once I get more settled into the new digs and get a beer fridge I'll be ordering from them and Kane. I saw they released one of my favs "Rock Me Dr Saic" last week so I might jump the gun and order sooner.

 

I seem to agree with many..

I think the lack of a tasting room is a big one for me, normally I would try before I purchased from them, as in the past I have no been the biggest fan of the burn i would get from some ipa's.

also i think they make some very trendy and overly sweet beers that I am now staying away from because I just think my taste of beers has changed. Low Vis is one of my favorites as is their saison when it is available...also I did grab some of their bottles over the past few months and was incredibly underwhelmed by them.


Price Point fatigue is also setting in with me personally, not just with magnify but with all local breweries constantly pushing the $20+ price tag on a 4pack.

I wonder if they have a plan for reopening anytime soon. I am shocked they did not do similiar to what the distillery did next door for limited seating.

Also as an aside, I have friends who really enjoy their beer and I have stopped a few times to pick up for them. Each time i did there was always a good amount of people picking up a few 4 packs. I think they have a great local following as well and they are increidlby nice staff was which always helps me tend to try to support when i can

 

Magnify used to in in a lot of bars in North NJ. I stopped seeing in bars more than 2 years ago. I still see it in retail stores but not as often as i used to.

 

Isn’t this the story with almost every ipa factory brewery around right now? It’s special until it’s not, I think our current situation has also accelerated this. Beers that people once had to go out of their way for can now be delivered or found at stores with ease. It’s funny what happens to beers once they become widely available, rarity tastes good. Maybe I’m wrong but looking at mainly ipa breweries they all seem to be in the same spot.

Way too many options of the same thing, expensive and getting old. Look at kanes to go site, 11 IPAs (not including flagships) to go...

This is just from an outside observed though so I’m not sure if it applies to magnify. Just a guess.

 

You may want to trademark that term.

Cheers!

P.S. And maybe expand it to IPA & Pastry Stout Factory Brewery?

 

Out of curiosity @DEdesings57 have you noticed them making an attempt at diversifying at all? I do sort of see what seems to be happening with all these IPAs sitting around at certain breweries as a positive in the sense that it may force breweries to diversify a bit.

 

@jonphisher they always seem to have a sour or fruited sour in the line up every week or 2.

I think they try to be creative, I wonder how the sales are for them as compared to some of the other breweries in the state and just a industry comparision... no reason why other then who is doing well and who has been up and down

 

I mean they do ok NEIPAs, some pastry stouts, and fruited sours...AKA the triad of hyped styles.
I don't know what people really expect. I enjoy lagers and farmhouses but they're not a quick turnaround in brewing time and don't bring people to a brewery/order delivery unless you're one of the lucky few (HF, Suarez, etc). Tonewood seems to vary things up decently, but they're the exception not the rule, and aren't delivering. They distribute everything they make, not just lower priced single IPAs, so their model and customer base is a bit different. Moreover, I'm no expert but they have hop contracts geared for their preferences.
Basically, they're lucky NJ doesn't have the lax beer delivery laws. Between Carton, Tonewood, twin elephant, and Kane alone they have plenty of competition (to say nothing of TG and IA). I assume though they're ok, and once they can open the tap room and get the better margins it'll be fine. They have shelf space and tap lines, but I don't think anyone in the industry other than micros have the same NEIPA demand (look at OHs supply and extensive deliveries much like Kane).

 

This