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New Belgium’s stance on early seasonals

So why did Fort Collins-based New Belgium’s Dig pale ale get a release date of Feb. 1, even though the garden spade pictured on the label was weeks or even months away from being of any use around here? Bryan Simpson, media relations director with New Belgium, said the biggest concern is making sure something is on the shelf once the brewery’s winter seasonal, Snow Day, is no longer in stock.

Somersault will replace Dig around April 2nd meaning that Dig is only a two-month seasonal.

via The Denver Post.

 

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2 thoughts on “New Belgium’s stance on early seasonals

  1. NB’s reasoning is flawed. If Snow Day were released in-season, then Dig would also be released in-season and there would be little to no out-of-stock space. The fact of the matter is that they released one seasonal out of season, which is now causing them have to release other seasonals too early. This same reasoning can be said for other breweries too, not just NB.

  2. I agree, the worst breweries for this are Leinenkugel, Sam Adams, and Goose Island, all releasing their seasonal beers way too early. If Summer Shandy came out on the first day of Summer then there would be plenty of stock in stores to last until Fall when Oktoberfest beers needed to be released. Instead they release it in April and run out before August.

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