{"id":114848,"date":"2025-09-25T11:59:22","date_gmt":"2025-09-25T17:59:22","guid":{"rendered":"https:\/\/www.craftbeer.com\/?p=114848"},"modified":"2025-09-25T12:00:43","modified_gmt":"2025-09-25T18:00:43","slug":"evolving-tastes-how-breweries-are-finding-balance","status":"publish","type":"post","link":"https:\/\/www.craftbeer.com\/full-pour\/evolving-tastes-how-breweries-are-finding-balance","title":{"rendered":"Evolving Tastes: How Breweries Are Finding Balance"},"content":{"rendered":"

Those starting a brewery often have a clear idea of what they want to achieve with it: The kind of beer they want to brew. The type of drinkers they aim to reach. The shelves and counters they hope to find their cans and bottles on.<\/p>\n

At Sunriver Brewing<\/a> in Oregon, head brewer Brett Thomas says their range of styles was first determined based on where the beer was going to be sold back in 2014: the brewery\u2019s restaurant. \u201cThe beers were very pub oriented, and they were geared toward more of a transient tourist demographic,\u201d he says, as Sunriver\u2019s 2,000 year-long inhabitants can welcome up to 15,000 additional visitors on weekends. \u201cOur beers were really geared toward those people with very basic styles for craft beer: a blonde ale, a pale ale, an amber ale, and a stout.\u201d<\/p>\n

Soon though, as the brewery attracted wholesalers\u2019 attention and opened other taprooms and pubs, Sunriver Brewing began to expand its offerings in order to find that sweet but challenging spot \u201cbetween making cutting-edge beer and making beer that people know and love.\u201d<\/p>\n

Sometimes breweries find that the clear path they had in mind is not so clear to others. That\u2019s what Humble Sea<\/a> cofounder Frank Scott Krueger discovered when he launched the California-based brewery in 2015. \u201cWe originally set out to be a lager-first brewery\u2014that\u2019s what we were passionate about, and still are,\u201d he says. \u201cBut back when we launched, the lager love hadn\u2019t really caught on yet in California. So, to keep the lights on, we pivoted and leaned hard into hop-forward beers, especially our foggy IPAs, which put us on the map.\u201d<\/p>\n

\"humble<\/figure>\n

At first, 95% of their beer was on the hoppy side of the spectrum. Today, having gained trust from their consumers, they were able to return to their first love: 30% of their beers are now lagers.<\/p>\n

As time passes, breweries are struggling to find the answer to the following question: how does one find balance in an always evolving industry, where trends come and go and drinkers are either adventurous, loyal to their favorite brew, or a bit of both?<\/p>\n

Expand Your Crowd<\/h2>\n

Between bold new releases and familiar brews, Sunriver Brewing decided not to choose and instead dug into a little bit of everything for everyone. \u201cWe want to make sure that we have a beverage that fits everybody\u2019s needs,\u201d Thomas says. \u201cNot everybody wants craft beer, so we\u2019re going to make some craft seltzer, but if you would have asked me two years ago if we would be making a hard seltzer, I would have said never.\u201d<\/p>\n

Sunriver\u2019s Coolwater American light lager appeals to its OG consumers\u2014tourists\u2014while the barrel aged and wild series speak to a more \u201chigh-end\u201d demographic. And then there are the people in between: \u201cWe still live in an IPA culture\u2014that\u2019s what everybody wants,\u201d Thomas believes. \u201cHalf of the tap handles anywhere you go are IPAs or some variation, so we have to be very strong in that realm.\u201d<\/p>\n

\"sunriver<\/figure>\n

Humble Sea took the opposite route, first appealing to a very specific and picky demographic. \u201cWe were focused on beer nerds, the kind of people who trade cans, track every release, and fly across the country just to drink the next thing,\u201d Scott Krueger says. \u201cAs we\u2019ve grown, we\u2019ve also connected with a wider crowd, people who just want to hang out and have a great beer with friends.\u201d<\/p>\n

Now the team even tailors its offerings to fit the audience of their different taprooms. \u201cIn Pacifica, West Coast IPAs fly,\u201d Scott Krueger says. \u201cSanta Cruz leans hard into Pilsners and lagers, and Alameda has a solid group of beer nerds who love big, bold stuff like triple and quad IPAs.\u201d<\/p>\n

Finding that balance isn\u2019t just about the beers they brew, but how and where they sell them. With experience, breweries had to learn not to put all their eggs in one basket. With their comfortable margins, leaning hard on their pubs and taprooms may seem like a good idea until an unexpected pandemic hits and everything has to close down<\/a>, while relying solely on wholesalers can backfire when a trusted partner gets acquired and changes its portfolio entirely.<\/p>\n

But this also leads to conflicting priorities: \u201cWhen you sell beer through so many channels, you end up with competing agendas,\u201d Thomas says. \u201cWhat does the wholesaler want? What does a tavern owner want? What do our pub operators want? What does our ownership want to see? What do we want to make?\u201d<\/p>\n

In short: it\u2019s a never-ending stream of adaptation while keeping in mind to not take anything for granted, precisely not your customers.<\/p>\n

Back to the Flagship<\/h2>\n

While they can\u2019t predict what\u2019s coming next, brewers have seen a shift happening in the last few years. \u201cPeople still love trying new stuff, but there\u2019s some beer release fatigue out there,\u201d Scott Krueger says. \u201cMore folks just want a reliable, delicious beer they can drink while catching up with friends.\u201d<\/p>\n

Beer writer Jeff Alworth has also been wondering about how the power of nostalgia is serving mainstay beers such as Sierra Nevada Celebration Ale and what breweries have been doing about it. \u201cBeer has spent a lot of the last decade focused on novelty and discovery,\u201d he writes<\/a>. \u201cMany breweries didn\u2019t even bother with flagship brands, offering only a steady stream of new products. Breweries dating to earlier eras watched interest in their flagships dwindle, and many neglected them.\u201d<\/p>\n

\n
\"socks<\/figure>\n<\/div>\n

While Humble Sea and Sunriver Brewing haven\u2019t been there as long as breweries like Sierra Nevada or Guinness, they\u2019ve seen the power flagships hold for their brand and their consumers.<\/p>\n

\u201cWe never saw ourselves as a flagship or core beer kind of brewery,\u201d Scott Krueger admits. Their drinkers decided otherwise though, and made their Foggy IPA, Socks & Sandals, stand out. \u201cThe return of flagships makes sense. People want something familiar and great, and [Socks & Sandals] fits that bill.\u201d<\/p>\n

It\u2019s thanks to wholesalers, Thomas says, that Vicious Mosquito became Sunriver\u2019s flagship IPA. \u201cBack to 2014, wholesalers were still very interested in brand building and if they found something that sells a little bit, they\u2019d latch onto it and do everything they could to exploit those sales,\u201d he says. \u201cThat\u2019s what happened with Vicious Mosquito. People may not have had any of the other beers that we make, but they know that one, and they love it. It\u2019s really the beer that built our brand, and we treat it as such.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

How do breweries find balance in an always evolving industry, where trends come and go and drinkers show both loyalty and adventurousness?<\/p>\n","protected":false},"author":7584,"featured_media":114852,"sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"sticky_collection":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"42316,50387,106135,34885,75471,95624","_relevanssi_noindex_reason":"","inline_featured_image":false,"footnotes":""},"categories":[4812],"tags":[],"class_list":["post-114848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-full-pour"],"acf":[],"yoast_head":"\nEvolving Tastes: How Breweries Are Finding Balance - 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