Crafting a Vision: The Start of Something Special
Starting a brewery often begins with a clear vision in mind: the specific brews to craft, the community of drinkers to engage, and the spaces to fill. Take Sunriver Brewing in Oregon, for example. When they first embarked on their brewing journey in 2014, the plan was to cater to a transient tourist crowd frequenting the Sunriver Resort area. With a population of just about 2,000, but welcoming up to 15,000 visitors on peak weekends, Sunriver Brewing crafted beers that were approachable yet delightful. Their initial lineup showcased familiar favorites like a blonde ale, pale ale, amber ale, and stout—all staples of a classic pub experience.
However, as their popularity surged and additional taproom facilities opened, Sunriver Brewing began to embrace a broader spectrum of beer lovers. Their challenge became finding the perfect intersection between innovative brewing and beloved traditional styles. Their story mirrors the dynamic landscape of craft beer—a realm where breweries must navigate the delicate balance of innovation and tradition to captivate an ever-changing audience.
Adjusting to Consumer Tastes: The Humble Sea Journey
Humble Sea Brewery in California presents a contrasting tale of adaptation to consumer trends. When co-founders launched the brewery in 2015, their heartfelt ambition was to become a lager-centric brewery. However, lagers hadn’t yet caught the attention they enjoy today in the heart of California’s craft scene. As a survival strategy, Humble Sea pivoted toward hop-forward styles, emphasizing their signature foggy IPAs, which quickly garnered a fervent following.
Initially, a whopping 95% of their offerings leaned heavily on hoppy IPAs. Over time, as they earned the trust of their audience, Humble Sea revisited their original passion. Today, some 30% of their repertoire proudly comprises lagers, marking a return to their roots. They illustrate the craft brewery challenge of maintaining equilibrium within a constantly evolving industry where the thirst for novelty must occasionally bow to classic favorites.
Expand Your Crowd: A Tactic for Longevity
Striking a balance between the new and the familiar, Sunriver Brewing chooses to offer something for everyone, knowing that drinkers’ tastes are as varied as a brewer’s repertoire. Sunriver’s head brewer, Brett Thomas, highlights the diversity in their beverage lineup, which now includes craft seltzers—offering a hip alternative for those less inclined toward traditional brews. The Coolwater American light lager resonates with visiting tourists, while their barrel-aged and wild beer series cater to aficionados seeking premium tastes. Yet, amidst these innovations, IPAs reign supreme, occupying a significant portion of taps across the nation—a true testament to America’s love affair with hoppy beers.
Meanwhile, Humble Sea’s initial focus on “beer nerds” has evolved into a broader appeal. Their taprooms from Pacifica to Santa Cruz each serve a variety crowd’s preferences, from West Coast IPAs to pilsners. As breweries mature, finding the right mix is critical not just in what they brew, but also how they market and distribute it, learning to balance priorities across multiple channels and preferences. It’s a fine dance of knowing your market, while staying innovative and true to original visions.
Back to the Flagship: Embracing the Classics
Brewers are observing an intriguing shift in recent years—a rediscovery of flagship beers. While adventurous palates are still keen on trying novelty brews, many drinkers are seeking a consistent and delicious beer to pair with meaningful moments. As Jeff Alworth notes, nostalgia for enduring brands such as Sierra Nevada Celebration Ale is rekindling interest in beers that pair history with quality.
Humble Sea never anticipated adopting a flagship model but found their Foggy IPA, Socks & Sandals, earning that esteemed status among fans. Similarly, Sunriver Brewing capitalized on the brewing magic of their Vicious Mosquito IPA, which wholesalers eagerly promoted. This strategic focus helped cement Vicious Mosquito as an iconic representation of their brand. Such stories showcase the undeniable importance of flagship beers—combining steadfast reliability with the romance of the past—that foster lasting connections with consumers.
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