Now it's 10:10am and headed downtown to World of Beer and the opening and release at 11am. We entered the bar at 10:30 and sat at the bar and we got the first pours while people started filling up the bar area. The video below shows that calm atmosphere.
I think that if Goose Island and other breweries do special releases on Black Friday that we can have some major celebrations at stores and bars and a greater awakening of what is going on with craft beer during the holiday season. Currently, the supermarkets give most of their floor space to liquor gift set displays and ignore beer. Plus, the beer segment has been losing consumers to spirits and wine lately especially during the holiday season.
At this time of year the best beers are released by brewers and there is almost no fanfare except from the marketing the small brewer can come up with and usually that's not so good. If this is organized as a vehicle to promote all of our great beers then we can grow distribution in non traditional retail segments. The more on premise and independent liquor store activity caused by special releases the greater chance the grocery chain segment will open shelf space for higher priced craft beers. If the Brewer's Association could get these brewers to release on a regular basis on key holiday dates during the year they could overcome the objections they experience when trying to increase craft beer selection in grocery segment. We have almost 3,000 craft breweries that are looking for outlets for their best beers...they will brew more if the opportunity to sell is there. So, Brewers Association get moving on organizing these brewers to own specific times of the year which increases awareness and long lines for beer.