The Illusion of Limited Releases: Are They Really That Limited?

Has anyone else observed the curious phenomenon of so-called “limited release” beers lingering on store shelves for what seems like an eternity?

Just yesterday, I made my usual visit to the local bottle shop and was struck by the sight of an “extremely limited” barrel-aged stout that has been sitting there since last October. Despite the shelf talker boasting about its production of only 500 cases, it appears that few are willing to shell out $25 for a beer that tastes strikingly similar to countless other bourbon barrel stouts on the market.

In the past, revered brews like KBS and BCBS would fly off the shelves, with enthusiasts even camping outside stores like Binny’s just to get a taste. Fast forward to today, and it’s a different story altogether. Now, I can stroll into a respectable shop and casually pick up a vintage 2020 BCBS as if it were a simple case of High Life. The market is flooded with “limited” releases, so much so that many sit on warm shelves long after their suggested “drink by” dates.

It’s hard not to feel embarrassed by the marketing gimmick of artificial scarcity at this point.

I find myself weary of paying top dollar for “limited edition” beers that are, quite frankly, less scarce than certain mass-produced options. If breweries truly want to create a sense of exclusivity, they need to either limit their production in a meaningful way or stop pretending that their latest contact-brewed barrel-aged concoction is an elusive treasure waiting to be discovered.

In a world of abundant beer choices, it’s time for consumers and breweries alike to reevaluate what “limited” really means. Let’s bring back the thrill of truly limited releases! Cheers to that!