Times sure do change in this ever-evolving craft beer market.
Stone Brewing co-founder Greg Kock was known for mocking industrial lagers as “fizzy yellow beer” at a time when Stone dominated the southern California market as the #1 craft brewer, driven by hoppy IPA’s and Arrogant Bastard.
Today, Firestone Walker has taken over the #1 position, with the booming sales of 805 – a lager. And Stone’s new CEO said the company is now going to focus not on IPA’s but on their new Buenaveza Salt & Lime Mexican-style lager.
“Buenaveza is our No. 1 priority right now,” said Stone Brewing CEO Maria Stipp in a San Diego Union Tribune article. “That is our new item. We want to be the No. 1 new item in craft this year. So, that means putting our marketing dollars toward driving it. It’s a great beer in a great package at a great price.”
At a time when IPA’s are still the #1 selling craft beer style, this latest turn by a top-tier craft brewer to focus on lagers may be a “trend” of its own.
Full story here.