Sometimes a beer that was designed to be a one-off or a limited seasonal recipe winds up connecting with customers. By paying attention to sales and the voice of drinkers, brewers can find themselves brewing an unexpected hit, one that can become a year-round offering or annual release. We talked with brewers from around the country who found increased sales and new fans from beers they never expected to take off.
Jeremy Lees
Owner and Brewer of Flounder Brewing Co. (Hillsborough, New Jersey)
“Our 1st Act Gruit brewed in the traditional style fits the bill. We didn’t think it’d be a big or fast seller because it was the polar opposite of hop-crazed hazy beers, but customers ventured to try this unfamiliar (to them) style, and it sold quickly. And we need to bring it back quickly! I think the light, delicate herbal flavors in our version timed with the start of the hotter days worked just right together.”
Matthew Steinberg
CoFounder and Head Brewer at Exhibit ‘A’ Brewing Company (Framingham, Massachusetts)
“We anticipated that our kettle-sour beer, Leitmotif, would be a slow mover. It has quickly become a regular offering that we brew constantly. The fun part about this beer is it changes every batch. Opus 2, Opus 3, and so on. We are currently on Opus 9, which focuses on our house Lactobacillus blend, Belgian yeast, and a blend of fresh raspberries and red tart cherries, with a touch of cranberries and plums. Each Opus has had its own life. Opus 8 was fun with blackberries, blueberries, and raspberries. We have also done this beer with dry hops and fruit. Opus 3 was Mandarina Bavaria hops and Cara-Cara oranges; Opus 4 was Citra hops and Cara-Cara oranges; Opus 5 was Citra and grapefruit and limes. We are having a great time messing around with this one. We’ll continue to create new beers like this. Thinking salt and limes on a future one, and toward the fall, a wet-hop version.”