Seriously? Is it becoming that time again...where breweries are releasing beer in the wrong season and there's another rant by me on this platform? I know, it's here to stay and I probably shouldn't mention anything, but holy shit this is just irritating.
My good friend Dan is obsessed with everything pumpkin. Pumpkin beer, pumpkin bread, pumpkin soup, pumpkin everything. I don't blame him though. The dude buys a case of Southern Tier's Pumking (which for the record is a f'n awesome beer) and enjoys it year round. Sarah also makes a ridiculous pumpkin soup. However, Dan posted on Facebook today that Weyerbacher, who claims their "...beer is more pumpkin-y than yours," will be releasing their Imperial Pumpkin on Friday July 12th.
Now, I get it. I really do. I was a business major in college and I see sales and their practices on a daily basis. Breweries are a business and they are out to make money, some for shareholders, all for stakeholders, and they're always trying to get the edge on the market. But, it seems every year beers are being released earlier and earlier and usually it's most notable with the "fall beers."
There are two HUGE culprits for seasonal shift: Industry Leaders and consumers. The industry leaders push their high selling products to market earlier each season looking to get the edge. And it's not just "fall beers" - the Spring seasonal are released in December, the Summer beer is available in April, and before you know it the Winter beers are going to hit the market in September. Consumers only further this by demanding the product and are there to buy the beer once available.
The whole thing boggles my mind. I mean, it shouldn't because this is clearly not the first time I've posted about this. I will, however, try to make it my last one.
Again, to read an eloquent explanation of seasonal shift, please visit the Notch Brewing website and read brewer Chris Lohring's post "The Death of Seasonal Beers."