13 January 2012
From Breckenridge Brewery :
(Denver, CO) – Breckenridge Brewery‘s Small Batch series, known for its premium ingredients & higher ABV (Alcohol by Volume), is rolling out in 4-packs. The transition to 4-packs starts with its 471 IPA and the re-release of 72 Imperial, a double chocolate cream stout made with dark and milk chocolate from Rocky Mountain Chocolate Factory.
“The move from 6-packs to 4-packs in our Small Batch series just makes sense,” says Todd Usry, Brewmaster and Director of Brewing Operations for Breckenridge Brewery. “Consumers are drawn to this packaging for bigger, bolder beers. We like that 4-packs give craft beer drinkers an opportunity to experiment with our big beers at a lower price point.”
According to Jennifer Litz, editor of Craft Business Daily, case sales for 11-12 oz. 4-packs are up 19% vs. roughly 8% for 6-packs, per 4-week data from Symphony IRI up to Dec. 18. “The 4-packs are growing on a much smaller base, of course,” says Litz, “but people are picking them up more for their comparatively lower barrier to entry, commitment, and price point…trial-ability, if you will. It’s sort of the same dynamic as what’s driving 750ML and 22 oz. growth, but in yet another format.”
In response to questions about the brewery’s pricing strategy with the new packaging Usry ensures, “We are working very closely with our distribution partners to ensure that our 4-pack pricing on the shelves is comparable, ounce-per-ounce, to our 6-pack pricing for the Small Batch series. Our goal with the new packaging is to make our Small Batch beers more accessible to craft drinkers.”