The Growler recently published a great article by Dageraad Brewer/Owner/Professional Cool Guy – Ben Coli, where Ben makes a great argument for Mainstays being better than the flavour of the week.
While I appreciate the article and agree in large part I noticed many friends and colleagues applying the argument against Hazy beers en masse. Well as avowed Hazy apologist I have yet another article no one asked for.
Dead on Arrival
Ben makes a great point to start, many one off beers are ill-conceived. He’s right. There are quite a few beers that should have been aborted long before the ever reach your local’s shelves.
That said a lot of main stays make it to shelves when they shouldn’t. Many breweries including some of your favourites have let main stay beer hit the shelves that has been clearly flawed. So, while main stays have had time to be perfected, they don’t always hit the shelves in their perfect state.
No time to test batch
Here’s the thing… You think Sierra Nevada Pale ale or for that matter Even Steamworks Flagship’s recipe hasn’t changed since its initial sale? Beer recipes often change incrementally, its experimenting in the search of improvement. This happens with Hazy beer too…
Most breweries have a few go-to basic Hazy recipes, and they tweak for each release. A hop variety here, a different grain there, and an extra hopping addition every so often. It’s not unlike how people incrementally changed their pale ales back in the day, the major difference is whereas in the past the label would never change, these days each release is a new piece of art from a graphic designer whose work spaced is littered with succulents.
Why? Well the craft market is super crowded and craft brewers don’t have the money to advertise to you and me like the bug guys. Where they can punch above their weight is on the shelf where brewers can quickly pivot their branding to catch the latest craft punter (you)>
I gotta ask, what is the harm in that? More work for artists, more excitement for you and I, and more competition for macro-beer.
If it was any good you’d keep making it.
Early into Twin Sail’s pivot to their White Can Series (following their all german beginnings) they released Space Armadillo. This beer sent shock waves through the community and for some reason it wasn’t released again for nearly a year.
Don’t you think Twin Sail’s would have loved to follow that rich sales vein? The fact is new breweries can struggle to get consistent supplies for brewing and are often forced into the spot markets. Whereas more established brewers can sign contracts with producers to ensure steady shipments of special hops or adjuncts, new brewers must use spot markets for one time sales.
The fact is Twin couldn’t secure the supplies they needed to make Space Armadillo a core beer.
So while by and large I agree in the merit of breweries main stay beers, I think we can agree that one offs serve a purpose and can be great.