RIP Summerfest

My favorite part of the commercial was the guy asking “What if I agree with the person?”.

My guess is that the Sierra Nevada Marketing & Sales folks just wanted to have some ‘fun’ with the announcement that Summerfest is not completely ‘dead’ and if you happen to live in the ten ‘anointed’ states you can order this beer for delivery.

I wonder if those Marketing & Sales folks deliberated much on how this sort of a video could rub long-term customers of Sierra Nevada the wrong way?

I am more & more coming to the conclusion that the business dudes at Sierra Nevada view the business future of Sierra Nevada as catering to ‘new’ craft beer drinkers. Maybe they think the long-term customers will just continue to purchase Sierra Nevada beers out of habit/loyalty? Or perhaps they could care less if customers who have been buying their beers for decades just stop buying from them since they view their business future (growth?) as being younger consumers?

Cheers!

 

@JackHorzempa I do not see how a business model like that works for such a large craft brewery unless you have something like FW's 805 that is reportedly more than 50% of sales and favored by the younger demographic.

 

You may be correct that at the 'end of the day' it is not a wise business strategy but it sure appears that is how they are approaching things. All they have to do is discontinue a few of their existing product line (e.g., a few seasonal beers) and they could legitimately re-label their company name to Hoppy* Beer Company.

Cheers!

* And perhaps in another few years they could call it Hazy/Hoppy Beer Company?

 

I didn’t get that either. It’s basically the same as the “Mean Tweets” bit that Jimmy Kimmel does where the celebrities read the awful things people say about them. I suppose the one guy was kind of a smart ass with one of the responses, but they are actually acknowledging all the blowback they got and doing a special release in light of it (or maybe that was the plan all along??).
Not that it’s is going to make that many people happy. Fat Heads apparently ran into the same thing with their Helles not selling, despite buying enough myself for at least 6 people. They still keep it on draft most if the time, but that’s not much consolation when you live an hour or more from those locations. Luckily there are indeed other good lager options on the shelves right now. Albeit, not enough, but I digress.

 

It would be nice to know how many new drinkers these companies lure in who stay long-term. I may be a little biased here but the more traditional style drinkers seem to be more loyal. Hazies can be nice but like all of the "extreme" styles there just doesn't seem to be staying power...I remember when Victory Dirtwolf and some others were sought after and now they are easily obtainable and aging on shelves. I believe Torpedo still sells alright for SN but now I see a ton of old Torpedo everywhere.

 

Most places would/should appreciate such passion from their customers. Deschutes sent me an autographed promotional poster from the owner and brewmaster when I expressed my displeasure about them discontinuing Cinder Cone. Not sure how much (if any) of my beer $ Sierra will get after this BS.

 

Oh, I remember Cinder Cone (and hiked it last time we visited Bend)!

 

I hope that you didn't jinx things by mentioning Deschutes. I don't know what I'd do if they took up this business model.

 

The mention of Cinder Cone reminded me of Deschutes' Red Chair NWPA. I look forward to it every year. This year I was only able to find it at one place. I enjoyed the first six pack so much that I went back for more about a week later but it was sold out. It's hard to market these kinds of traditional ales in the current market.

 

So, Red Chair is out now?? I don't see any, dammit.

 

Red Chair is a seasonal which comes out in early spring if I remember correctly. I just think they have similar flavor profiles.

 

Okay. But did they bring back the beer?

 

Yeah, I gave them near identical ratings. I reckon no Red Chair for me this year. Like no The Abyss, Black Butte Anniversary...

 

Yes. It's made periodic appearances, but not a permanent seasonal offering any longer.

They appreciated my time and support, and took time to show it. What SN did is to mockingly trivialize the time spent by those folks to give them feedback.

 

How much time do you think it took someone to come up with 'F#&k Off. Bring back Summerfest."? The feedback were likely social media posts and as far as social media goes, a good number of people should be spending more time before posting their comments, amirite? And who knows, maybe these were all comments from Ken Grossman's friends & family.

 

In my book it doesn't matter. Those are (likely paying) customers' feedback. They should've chosen to ignore it, rather than draw attention to it (in a subjectively negative manner). While others may choose to act differently, the company that continues to get my business is the one that 'owns' the feedback and makes an effort to appreciate my time and business. That applies to many more important things than beer (e.g. healthcare provider, climbing gear, etc.). TETO

 

Sort of what SN is doing with some of their beers -- and yeah, I know it's not widespread, but maybe this is baby steps.

And I've already posted my opinion on the alleged "mocking."

Wonder if @SierraTerence is still monitoring this thread?

 

I CAN NOT believe that Ken Grossman is on board with any of this. I know he is no longer running the show…but this has to have him steaming. If he is on board…the hell with him. Their brand was not built on snark or smugness. @SierraTerence

 

That certainly was the case a number of years ago when Ken ran the show. It sure seems that there is a 'new sheriff in town' now.

Cheers!

 

I thought @SierraTerence was the 4th guy in who said "what if I agree with them?".