A couple of weeks back, I met up with some friends at a bar in Manhattan to watch the World Cup final. The plan was for us all to meet at craft beer bar I had picked out in Greenwich Village, but we arrived to find the windows papered and a sign that read, “currently undergoing renovations.” So with kickoff rapidly approaching, we hustled over to the nearest sports bar to ensure we would be in front of a TV for the start of the game.

We ended up at Off The Wagon, a fine establishment, but one that would never be described as a craft beer hangout. Despite feeling like a fish out of water, I did however find the scene that day to be a good case study.

Lately, I’ve only been going to craft and “craft-ish” bars. So much so that I was starting to lose perspective on what the majority of the beer drinking culture is like. Case in point – After we’d arrived and got settled, we took a vote on what we should order (as a group). Having adapted to the craft scene, I had imagined we would all order our beer of choice separately, but the votes were quickly cast in favor of a pitcher and not wanting to be a pain, I obliged. My friend, James, asked the bartender what the specials were that day. Of course it was the usual suspects: Bud, Bud Light, Coors, etc., but there was also Michelob at $5.50 a pitcher. Five “yeses” later, the tribe had spoken.

After finishing the Michelob pitcher, we all decided a change was in order. The draught line-up also featured Sam Adams Summer Ale, so we decided to go with that, however, this was an $11 a pitcher (double what we had just paid for Michelob). Still, we felt it was worth the extra coin and coughed it up for Sam Summer.

Looking around the room, I could see that pitchers were undoubtedly the vessel of choice that day. So it begged the question – If most beer drinkers order pitchers in group atmospheres, why are craft breweries not pressuring distributors and bars to offer their beers as pitcher deals? Certainly the craft beers are being priced out of the competition in a scene like Off The Wagon and losing out on a ton of potentially new customers. Now I’m not suggesting a pitcher of Otter Creek Imperial IPA be offered for the same price as Miller Light, but by simply being on the list of specials the brand would gain recognition and if priced appropriately, it may even get a few takers. Heck! We paid double for Sam Summer! Surely you can offer high end craft beers for a competitive price. They’re able to do it on shelves at the supermarket. Why not at your local watering hole?

The point is, you can’t expect people to change their habits when trying to grow your brand and reach new customers. You have to meet them where they stand and then once you’ve won them over you can sell them on that $16 22oz Brewer’s Reserve at the beer store!

So come on craft breweries, tell distributors and bars if they’re gonna jack up the prices on your beer, at least offer some specials! Throw your hats in the ring. There’s a huge market that you’re missing out on. Tell bar owners, “I want our beers offered as a pitcher deal!” and we’ll do the same. Promise. Let’s start winning the war on beer!

What Do You Think?

Should craft breweries do more to get their beers in the pitcher deal game or should that market be left to BMC? And if so, how can we as customers help?

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Andrew Henderson

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Tagged as: Michelob, Otter Creek, Sam Adams