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As someone who has followed the craft beer industry closely, I always try to read between the lines on these pronouncements from brewers. Boulevard has been around for 20 years and is now producing about 175,000 barrels annually. They are in a tier of the craft industry that I think of as the "super-regionals" - not yet truly national like the big 3 (Boston Beer, Sierra Nevada and New Belgium), but they have expanded successfully from their home base (Missouri) into multiple other states. As such, and with the rapid proliferation of new brands all around them, they find themselves somewhat between the rock and the you-know-what. Too old and too big to be "exciting", and too small to match the distribution clout and cost advantages of the national guys. Not unlike wine, there's a whole segment of craft beer consumers who thrive on experimenting with new brands and innovative brews. Those are the people Boulevard is losing. But it's more satisfying to blame it on the restaurant and bar operators.


George, thanks for your thoughtful response. Indeed, the problems of being a Legacy brand. But for some reason, I don't think Brooklyn Beer has this kind of problem. It would be interesting to give them a call to see how they are dealing with perhaps a similar situation.


Anyone that large is not a "craft" product any longer. Even that aside, their argument is wholly selfish and patently absurd. Imagine a resto that wouldn't change its food/wine/cocktails...ever? If people aren't missing their product when its out of rotation then they didn't really care about to begin with and the problem doesn't lay with the restos taking their product offline.

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