Breweries have long calibrated their portfolios according to calendars. Core lineups were complemented by quarterly seasonal releases, whose arrivals heralded a change of taste. Nowadays drinkers needn’t wait three months for selections to shift. Each week welcomes new beers, double IPAs, and dessert-like stouts that are divorced from seasonality. We live in an on-demand beer world, with an endless selection streaming onto store shelves and into fridges. Seasonals “used to be where beer drinkers went for variety,” says Jim Koch, the chairman of Boston Beer Company, the maker of Samuel Adams beer. “Now the shelf is laden with variety.”
How are breweries approaching seasonal summer beers? Great question! And one I tackle for SevenFifty Daily, awaiting in the link below.