Thursday, February 13, 2014
Betting on "session IPA"
Here's a post from a big beer marketing guy who thinks session IPA is going to be a big winner. Check it out; he makes some great points, and the ad campaigns he mentions were some of the most memorable and most effective ones of the era. This whole thing could have huge legs...and maybe lead to something other than session-strength IPAs...
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How does he figure that Founders All Day IPA was one of the first, though? I will say it IS one of my personal favorites any way you slice it.
ReplyDeleteIt was one of the first to get any kind of national notice, since Stone Levitation got more attention for being Stone, and never embraced the "session IPA" tag. Perspective.
Deletelet's ignore however many multiple decades of session beer have been going in the UK because that's all furriners, right?
ReplyDeleteSheesh. Typical marketing moron.
I've been called far worse, by far better, Stu.
DeleteDo you believe U.K. beer is the source of the rise of American craft beer? I say, it's a uniquely American phenomenon, regardless of shared nomenclature (e.g., stouts, ales, session beers).
And I stand by my prediction.
To be fair, Stuart, while he should have noted the UK session beer market, this is a very different one (as DING relentlessly points out!). He's talking about this market, and really, about this year's track of the market. It's about focus.
ReplyDeleteLew, Thanks for posting the link to the article, and for your thoughtful commentary.
DeleteSomeone left a comment to this post, and I tried to approve it in my phone...and accidentally hit delete. Sorry, please feel free to repost, I'll put it up.
ReplyDelete