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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 Trend in Craft Beer Marketing
Have you ever wandered into a local bottle shop and noticed the peculiar trend of “limited releases” seemingly overstaying their welcome? It seems to be a common occurrence lately, as I discovered during a recent visit to my favorite store. Among the rows of craft beers, I spotted the same “extremely limited” barrel-aged stout that had been prominently showcased since October. The shelf talker boasted about its supposed rarity, claiming that only 500 cases were ever produced. However, despite its lofty price tag of $25, it appears that this particular brew has not ignited the same fervor it once did.
Once upon a time, sought-after beers like Kentucky Breakfast Stout (KBS) and Bourbon County Brand Stout (BCBS) would cause enthusiasts to line up outside stores just to get their hands on a bottle. Today, however, it’s not unusual to stumble upon even the vintage 2020 variants of BCBS gathering dust, readily available on the shelves as if they were as common as a six-pack of High Life.
This proliferation of “limited” beers is becoming a bit overwhelming. With various breweries churning out vast quantities of these so-called exclusives, it has led to an unfortunate situation where many bottles languish on warm store shelves well past their intended “drink by” date. This trend raises questions about the authenticity of these releases and the marketing tactics employed by breweries. Are we really witnessing true scarcity, or merely the artifice of clever marketing?
As a consumer, I find myself frustrated by premium pricing for “limited edition” brews that are less rare than a local favorite. If breweries truly wish to create an enticing sense of exclusivity, they need to either make their products genuinely hard to come by or reconsider how they position them in the market. After all, the charm of craft beer lies not just in its taste but also in the experience of discovery. Let’s shift the focus back to quality and rarity, rather than the illusion of scarcity.