For larger, national breweries, innovation carries some risks.
When customers become familiar with established beer styles, they have a low tolerance for change. People who buy a brand of beer at a party or on a beach vacation are often reluctant to buy a different brand if the beer on the shelf doesn’t look familiar.
In response to consumer skepticism, breweries often take a creative approach by expanding their existing line to innovate on existing beers. This allows breweries to put familiar brands in a prominent position while also introducing different products.
Earlier this month, Pabst Brewing Company announced the launch of its new 4.2% ABV beer, Pabst Light. The brand has been working to show that this expansion beer is not a watered-down version of its iconic Pabst Blue Ribbon (PBR) lager, but rather a “new, special recipe.”
To emphasize this point, Pabst added El Dorado hops to the new beer. Grown and cultivated by CLS Farms in Yakima, Washington, the variety is widely used by craft IPA brewers because it adds notes of mango and pineapple to the finished product.
El Dorado has been a favorite among beer connoisseurs since it was first released in 2010, infusing Pabst Light with ripe green pear aromas and a distinct wine flavor. The beer also shows how the big brewery can use familiar brand imagery to guide consumers to less familiar flavors.
The result of the PBR hop transformation is a fruity flavor that makes this light beer stand out from its peers. It’s slightly watery, but refreshing, and is designed to appeal to drinkers who enjoy a pint on a hot summer afternoon.
In stark contrast, Blue Moon Brewing Company (operated by Molson Coors) has just launched Blue Moon Extra, an 8% ABV version of its popular Blue Moon Belgian White. While still marketed under the familiar Blue Moon brand, this crossover beer is aimed at a demographic that wouldn’t normally opt for such a strong beer.
The brewers have managed to add a noticeable orange peel note on the nose, and a hint of cilantro on the finish, which helps mask and soften the added booze.
Like its low-alcohol rivals, Blue Moon Extra taps into growing consumer demand, but this one is aimed at those who prefer a higher-alcohol beer in a 19.2-ounce can. Molson Coors has positioned it for sale in convenience stores across the U.S., a retail segment where other large-format craft beers have thrived in recent years.
Ultimately, consumers will be the judge of whether the two new releases are familiar enough to appeal to beer lovers who have been slow to embrace change. But each new release shows that large breweries are looking to capitalize on market trends that craft brewers have successfully exploited, and are willing to get creative with established recipes.
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