The last week of August brings about sadness for the end of summer and a new focus on what lies ahead for the fall season. I guess I cling to that notion of the endless summer. It could be that my lack of summer enjoyment this year has been severely limited because of work. But I still have another week or so before the fall work days kick in and I start looking forward to spring.
One might say that I am diametrically opposed to myself because of some deep beliefs. I hate the cold weather. Just mention snow and I must resist the urge to punch someone. Summer is my favorite time of the year with the sun out, wearing shorts, outside dining, windows open, and vacations at the beach. The funny part of this is that beer wise, I dislike most of the spring and summer beer styles and love the fall and winter brews. The fall has some of the best beers available with Oktoberfest beers and pumpkin beers flowing, with the introduction of some porters and stouts as it gets later in the season.
All of those factors in place, you can understand my conflict when it is August 20th and I am having a conversation with some beer industry people about how the Oktoberfest and pumpkin beers are being shipped to the retailers by the end of the week. I love these beers more than any other, but the questions start flooding my mind:
• Is the summer over already?
• Isn’t it too hot to drink some of these styles?
• What if they all sell out before the heart of Oktoberfest season or pumpkin season?
• Why so early?
• Where did the time go?
A little history lesson is in order. Oktoberfest started in Munich, Germany to celebrate the marriage of King Ludwig and Therese of Bavaria on October 18, 1810. The dates changed over time to be a 16 day festival that ended the first weekend of October so the weather was still nice to enjoy the outdoors. Mid September is the time to enjoy this mighty brew with the air getting a bit crisp and the caramel tones smooth to the palate.
Getting back to that conversation I was having with the beer industry people, I asked them why every year the date of this seasonal beer keeps getting earlier and earlier releases. The distributer told me that some of the bigger companies are starting to release their Oktoberfest beers earlier (Sam Adams release date for Oktoberfest is August 1), so they are asking for earlier release dates (July 30th).
We had a heated discussion about this issue and I was the lone non-industry person in the room. I was alone, but speaking for most of my friends who have been converted to the craft brewing revolution. The industry people kept droning on how if they sell the beer too late (September), that they would be stuck holding the bag on the Oktoberfest beers. I get it. Some people get the jump on it early because they gobble up as many cases they can afford when they come out.
Most average consumers are not that lucky. The real problem comes when it is late September or early October and none are left to purchase. This is the season for the Seasonal Fall Beer, yet none can be found. It is like a fantasy football draft where running backs come at a premium. If my starting running back gets hurt for the season, it is hard to get another one that will be as good. When I was at my local watering hole this week, they had one Oktoberfest beer and one Pumpkin beer on tap. By Friday night of that week, the Oktoberfest beer was kicked without any backup. It is still August.
My argument is not to limit the release until the season, JUST MAKE MORE.
(3 votes, average: 3.67 out of 5)
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