Variety packs - any value in them?

Seems like you hit two target demographics with this "thoughtful core." One is the first timers who want to sample your beers and this puts your best out there for them to try. The other is the folks who want to revisit some of their favorites, again and again... :-)

 

I have to say, I'm in a phase right now where I'm more inclined to want the tried-and-true stuff laying around the house, so stuff like Sierra Nevada's seasonal mixers (the latest is fantastic -- SNPA, Kolsch, Kellerweiss, and Nooner Pilsner) or Firestone Walker's mixer (3x each of Union Jack, Pale 31, DBA, and 805) are wonderful. I used to eschew them entirely, as I was just running through as many new beers as I could find. But, as I winnowed down my list of go-to beers, I found myself returning to those more regularly.

 

Seems like you might start with the core to get it out the door and into people's hands and get folks used to expecting a variety case. Then, after that is firmly established, you might just look at an occasional Core Variety Plus where there are 3 of the 4 from the core and a fourth offering which is both new and only in the variety case (assuming enough get sold to justify that), or the new one is part of Variety Plus and also in trial distributon solo. Lots of rotation possibilities and you've got enough experimentation going on....

 

Another idea to think about. A pre-addressed, pre-stamped post card inside each thoughtful core inviting people mail in a nomination for the rotator in the Core Plus. There could be a list of choices and the purchaser gets to indicate their top three choices (1,2, 3). Might help in selecting the Plus to try, create candidates for expanding the core line up, give folks a sense of involvement, save loads of marketing research, etc. (Of course it might also create a brewing schedule nightmare to get Core Plus out the door with all cans fresh, but...)

 

For sure the on line post would be easier to corrupt as well as easier to tally the results. No idea how much of a target that would become. The post card is a bit more work but also a bit more of a "foot in the door" with engaging folks and might get more throughful input as there's the possibility it might give folks more of a sense of partial "ownership" of the future offering. Not sure. The one thing for sure about the postcard is it demonstrates that the person mailing it back either bought the Core or knew someone who bought it.

 

Brewery variety packs I'm iffy on unless it's a new brewery to my area and I can try 3,4, or 6 new beers. I did this when Great Lakes came to my area and was very pleased. But usually I don't since I've either had the beers already or they aren't of interest to me (too many white ales or witbiers). I will admit I almost bought the Great Lakes Spring variety pack today since I haven't had anything from them in a while, maybe next time. Sierra Nevada Beer Camp variety packs are the bomb though.

 

Vermont lets you break up six packs. Some places ask you not to do it, but that is the exception.

 

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Your 4 selections Resin, Sweet Action, Crisp,and Bengali is a sampler I would purchase and drink with friends and co-workers after work.

 

I buy them as fillers at the end of the night when I've had just about enough it's nice to have one beer I Don't care or am not to excited about. Instead of wasting the good/expensive stuff haha.

 

The best bets are ones where they are offering a few new beers you can only get in the pack. Sierra does this and that is usually what I buy. if there are not at least 2 beers I have never tried in them I usually won't touch them.

 

Surprised that voting for #1 is so much in the minority. I think the problem I have is most of the variety packs I've seen are more core beers from larger breweries. I liked a few early posts that hit my girlfriend's and my thoughts: too large a portion (3+) of beer we wouldn't buy, would buy one to share with others, and you can get more focused/desired beers in singles.

She has bought a 12-pack for 3 beers before, because they were only available in the variety pack, but I thought her crazy. Obviously if you like the whole pack, they can be a value - I've just rarely seen such a pack.

 

Good point. I remember doing just that in Hawaii with a Kona mixed 12.

At home, I don't buy them very often with the exception of Sierra Nevada. I buy SN because they skillfully put in 1 or 2 beers that I want that are not available any other way. Bastids!

 

Unibroue mixed packs are great bang for you buck, sometimes 9 of the 12 are high ABV and all are great beers.
Its funny that I can get them for around the same price as macros.

 

A Mad Scientist's Variety Pack?

 

Deschutes sampler kicks ass

 

The only Variety pack I have invested in was SN Snowpack, and I invested in 3 or 4 of them. I loved the boomerang, porter and the coffee stout, and you can never go wrong with the pale ale. I scored a mix 6 the other night at Krogers for $9.99, they had put some Tank6 on the shelf, so grabbed 4 of those plus a couple of beers I hadn't tried, they were essentially free.

Edit. Forgot I grabbed a Boulevard one when I was in Arkansas, it had some interesting bottles in it

 

and......Boom goes the dynamite