In the 22oz bottle it was going for $0.25 an ounce, now it is selling for as low as $0.0833 an ounce. First off, this is a fantastic beer selling at a regular price and I can't be happier. Second, unfortunately this is a Jan through April release, so start hoarding now - I don't think there is anything 'seasonal' about this beer and it should sell year round. But lastly, what can possibly explain the fact that the new price is 1/3 the old? Partly this has to do with niche marketing - going from a specialty beer aimed at the top of the demand curve to a mass market beer aimed at the heart of the demand curve. But, it probably has a lot to do with scale as well. Estimates exist of scale economies in brewing overall (i.e. the size for the brewery), but I wonder if any beer geeks can enlighten me about scale economies when it comes to producing a particular beer? It seems to me that this must be a big part of the story.
Finally, some gripes: I am pretty sure that it was I that came up with the whole concept of the 'Northwest Pale Ale,' I have been advocating for a long time for smaller but hops infused beers - hoppy beers don't have to be super-big. In fact I have been trying to perfect this concept in my kitchen and decided to call the result a 'Northwest Best Bitter,' the idea being a best bitter taken to the land of hops and given a re-education but with about the same alcohol content of an English version. I have every intention of creating a new category of beer. Of course my result pales in comparison to the Deschutes offering, but I await my royalty check for the NWPA idea.
Anyway, Red Chair is one of my favorite beers ever and the Deschutes move to more mass production is wonderful - so thanks Deschutes!
3 comments:
My guess is that it didn't cost Deschutes any more to produce the early batches than the later ones. It's just that people have become accustomed to paying more for 22-ounce bottles, so the producers and distributors can use that psychological trick to command a higher margin on them.
I can't recall recently seeing a 22-ounce bottle for under $3. But a $12 12-pack like you saw equates to a $1.83 22-ounce bottle. Makes it hard for me to plunk down my money on those bombers.
I am mystified by the high price of bombers; but, in their defense, the purchase of a disappointing 6er leaves you 5 beer to 'work off' or 'pass off'.
Other factors for economic consideration:
a) 3 varieties of Full Sail beer are available at $7.49 per 6-pack in SW Fla. grocery stores
b) 3 varieties of Widmer Bros. and 3 varieties of Kona beers are brewed at Redhook's brewery near Portsmouth, New Hamps., and available in SW Fla. grocery stores
Beer Valley Brewing of Ontario, Oregon has a great pale called the Pigskin Pale. I've seen it going for around $2.99 a bomber. By far the best bang for your buck. Solid pale, too.
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