“Back in the day,” a sixer of IPA would run you between $9.99 and $12.99. I wouldn’t even buy some beers if I saw a price tag any higher. But today, it is 100% common and the norm to find a four-pack of some small brewery go for $20. TWO-ZERO. This is not an isolated trend. However, the question is: are they worth it?
Reason number one for this schism shift on price is the popularity of craft beer. We may all think that craft has been popular for years, but really, it hasn’t been till the ascension of Hazy IPAs and sours that the industry has had mass appeal. Just take a look at breweries like Tree House, The Veil, and Trillium that keep the lights on with these styles.
Price is no longer the deterrent it once was to the new beer enthusiast. Whereas the original breweries had to at least somewhat compete on price to be on the same shelves as Bud-Miller-Coors, now they are able to position themselves in their own category. How far down this rabbit hole has craft beer gone?
It doesn’t take long to find both online and brick-and-mortar shops taking advantage of consumer demand. Where there is money to be made, it will be made. Even breweries are charging high costs for their premium special releases. Before markup, Goose Island’s annual Bourbon County Stout variants can be close to triple digits before markup**. And this beer is not the exception. I myself have paid close to that much, and I would consider that cost a STEAL for some of the liquid I have acquired.
This topic is tough to thoroughly discuss in one blog post, so I’ll break it into a few. Stay tuned, and save your money.
**not picking on Goose Island. I love me some BCS.