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The State of the Seasonals
The sea of beer variety has flipped the appeal of seasonal beers on its head—but they can still sell well. Here’s some insight on how to capitalize.
At the risk of paraphrasing The Byrds, change comes for everything in beer—even beers that were themselves a response to drinkers’ demands for change.
In general, seasonal beers have faced an identity crisis in recent years. Once a reliable sales engine for breweries, they are in a different context today, as consumers choose from a panoply of constant newness on shelves and draft lines.
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