Wednesday, September 22, 2010

The Notch: Success!

The Notch, a brand/project that has kind of become the poster child/test-case for the Session Beer Project, has apparently succeeded! Owner-creator Chris Lohring has posted the following at his blog:
Back in April I launched a limited Summer roll-out of Notch Session Ale with the hope of proving out a theory that session beer had a rightful, more visible place in the US craft beer scene. The goal was small – bring session beer back into the conversation – but success was uncertain. Was a session beer brand viable? Where it went beyond this summer was truly anyone’s guess.
Four months later, with Summer now in the review mirror, I am happy to announce that Notch is real. We passed the test.
What does this all mean? Wider availability of Notch in draft this October, and Notch bottles following this January. I’ll also have a few surprises along the way, and the one-off small batches will continue.
Availability will be spotty until mid-October, but hang in there, it will be worth the wait. Exciting times!
 "The goal was small -- bring session beer back into the conversation." Yup. That's all we're trying to do here, too. And this has succeeded -- like The Notch -- beyond anything I'd hoped for. Check out what my colleague in beer-writing Jay Brooks has to say here, for instance.
Cheers to The Notch: up Session!

1 comment:

  1. Hey Lew,

    A belated but big thanks on this. Updates soon!



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