I recently read an article by Fritz Hahn (Washington Post) addressing the irritation of Pumpkin Ales and fall seasonals appearing on store shelves in summer, when few consumers show interest in drinking them. I too have often complained about this phenomenon, particularly when October hits (and I am ready to drink a fall seasonal beer) and there is nothing to be found. Hahn engaged a variety of breweries and distributors to get to the crux of the matter. The results pointed to a supply chain cast six months into the future. The concern for breweries was a lack of beer on the shelves once summer seasonals were sold out if fall offerings weren’t to arrive until September.
This debacle is absolutely comprehensible, but I seem to recall a time around a decade ago (give or take) when fall brews came out in September/October not July or August. Certainly things have changed since then, and increased competition is definitely a factor. This does not however address the issue. What is the possible solution, empty shelves? Not the best decision. In reconfiguring the brew calendar and distribution needs, fresh ideas are necessary, and as the old adage implies,
Necessity is the mother of invention. 1
It would be simple to suggest that breweries increase production of their staple or ‘flagship’ beers that are offered year round to combat empty shelf syndrome during these inter- seasonal lulls. I for one enjoy my ‘go to’ beers that I can always count upon for quality, and year round availability. I like the reliability, as the beer shelf in my refrigerator can attest to. Delicious, nutritious, comfort liquid for any occasion or season. I also appreciate the adventure of variety, seasonals, and exploring the unknown. Would it be too crazy to suggest inter-season offerings? Wait- that is already happening. A quick look at any of your local breweries at this time of year produces a cornucopia of special offerings like collaboration brews. Now this is where it gets exciting. Well planned and thought out collaborations have produced some incredible results. Many Maryland breweries have received national recognition for their outstandingly crafted mergers. The Partnership Series Olde Ale between Heavy Seas and Union Craft is just one that comes to mind among several across the region.
Not all breweries have the opportunity to collaborate, or produce quality brews when they choose to brew together. There are other options to fill the void, including an increase in their portfolio of brews. Unfortunately not all brewers can take advantage of this under current state franchise laws. One local brewery (who shall remain nameless for this article) created a tasty new brew to fill that void, but was told by their distributor that they would not even attempt to place that (quite tasty) new beer in retail establishments. They were left with no option but to keep it in their taproom. Hmmm was this competition? Or was this our fear becoming reality- that there aren’t enough distributors in Maryland for the number of craft breweries, thus allowing those remaining distributors to basically dictate to the brewers what will be sold and when?
Perhaps the ancient world has something else to offer us in the form of Archimedes, “Eureka!”2 If he could figure out a solution to his difficult mathematical dilemma, we in Maryland can discover a new approach to seasonal brews…
Beer for thought!
1. Plato, trans. By Benjamin Jowett, The Republic (New York, Anchor, 1960).
2. Archimedes, trans. by Sir Thomas Heath, Works (Cambridge: Cambridge University Press, 1897).