Upfront disclaimer: Jim K. signs my paychecks.
Quote:
Originally Posted by ChicagoRy
The guy has the buying power to reach as much of the trendy market as he wants. His brand name isn't negative, and the trendier crowd is not exactly going to turn their backs on a brand like Sam Adams if they try to reach them (see Sierra Nevada collaboration beers, or Wet Hop beers, or New Belgium's Lips of Faith beers). In many ways, it's easier to reach trendier customers if you're a huge company, you have the resources to build a "sour program" or a "barrel aging program" and to do it in a high quality way, then pick and choose the most valuable of your larger distribution network to get it into many of the hipper, trendier bars.
Considering Sam Adam's has released barrel-aged beers going back to the '90s, I'd say they've got the BA program down. Ditto for sour, considering all the barrel-aged, oaked sours they release. I have no idea when SA first released their Gose, but I'm pretty confident it predates Westbrook's, or Anderson Valley's, or whoever is "rediscovering" this "lost" style. Of all the criticisms to level at SA, not brewing unusual styles or a narrow range of beers is the easiest to dismiss with cursory research. You got a niche, most likely SA has a beer for it. Or did before it got discontinued because it didn't sell.
And just to note, "niche" in that case means, "tiny crevice inside of a small niche," because that's what people searching for barrel-aged sours are. DIPA drinkers are a niche-within-a-niche, much less the sour crowd. Considering the smallest batch it is
possible for us to brew at my brewery is larger than the yearly output of some of these brands, there are some niches that it just doesn't make sense to pursue.
I think (and this is just conjecture maybe combined with projection on my part) what is frustrating to Koch is that the flagship that has built his life is so looked down on by the most vocal of minorities. There has started to be a swing away from the giant flavor bombs that were all the rage a short time ago, and towards smaller, subtler beers, but the pendulum is still close to its apex on the bombastic side. Tons of people out there are calling 7% beers pale ales and sessionable, and if it's low ABV, it had damn well better be sour. Or obscure. Or something. Taste is subjective, sure, but that's such a narrow view of beer that it screams to me, "I haven't been drinking beer for very long."
Finally, I'll just leave
this link. It's a recent tasting of Boston Lager by some people you may or may not have heard of, and since I can't link directly to the page, it's on page 7 of 8. I would guess most of the tasters in the article hadn't had a Boston Lager in some time, like most people who have been drinking craft for a while, and I would guess their reaction is similar to what lots of others would be. If anybody would like to test it out and you're in the area, let me know, and I'll get you a fresh one.