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Steven Coulson
Steven has been drinking beers, wines and spirits for decades and has a propensity to go about them at length after a few drinks.
Latest Posts
- Dissecting The Beer Menu – An Irish Pub & Layered Brews
- Has anyone else noticed that every “limited release” somehow stays on shelves for months?
- Dissecting The Beer Menu – An Irish Pub & Layered Brews
- Headed to Asheville – looking for top breweries to get German style in cans / bottles
- Does anyone else feel guilty drinking beer alone because it’s supposed to be a social experience?
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The Illusion of Limited Releases: A Closer Look at Craft Brewery Marketing
In the world of craft beer, there’s a growing trend that many enthusiasts are beginning to notice: the concept of “limited release” seems to be losing its charm. During a recent visit to my local bottle shop, I was struck by the sight of a so-called “extremely limited” barrel-aged stout that had been languishing on the shelves since October. Despite the bold claims on the shelf talker—proclaiming a mere 500 cases had been produced—it appears that demand does not align with the marketing hype.
This particular brew, priced at $25, resembles countless other bourbon barrel stouts on the market, leaving consumers unwilling to pay a premium for what many perceive as a lackluster offering. In years past, iconic releases like KBS (Kentucky Breakfast Stout) and BCBS (Bourbon County Brand Stout) would create a frenzy, with beer enthusiasts camping outside stores to ensure they secured a prized bottle. Fast forward to today, and one can walk into a respectable shop and easily find vintage 2020 BCBS lingering on the shelves as if it were as commonplace as a six-pack of High Life.
The contrast is stark. Breweries are churning out “limited” beers at a pace that means many of these offerings find themselves sitting idly on warm store shelves, often past their recommended drink-by dates. This practice raises questions about the credibility of the term “limited release” itself. Is it simply a marketing tactic, designed to create a sense of urgency and exclusivity that no longer holds water?
As a consumer, it can be frustrating to see premium prices associated with what often feels like an oversaturated market of “special edition” brews. It’s time for breweries to either ensure their limited releases are genuinely hard to find or to cease the pretense that every contact-brewed barrel-aged ale is a rare treasure. The charm of limited releases should come from their genuine scarcity, not from inflated marketing claims that ultimately lead to disillusionment among beer lovers.
In the end, craft beer enthusiasts desire authenticity in their purchases. Let’s bring back the true essence of limited releases—craftsmanship that warrants a higher price rather than merely a clever marketing strategy that leaves consumers feeling duped.