So, today our order of Sierra Nevada Summerfest arrived. But it wasn't Summerfest. It was Sierra Nevada's new autumn seasonal beer called Tumbler. This is a new beer they are using to replace the very popular Anniversary Ale (as this year is their 30th anniversary, Sierra Nevada is putting out 4 one-time brews for commemoration). The Tumbler sounds delicious, and I can't wait to try it. But, I have problems with the timing of the release. Here are some:
1- This shipment came without specific order
2- If the Summerfest is gone, the I would like to replace it on my shelf with another summer style beer
3- While I don't personally let the seasons dictate my drinking choices, most customers are fine with it. One less summer beer on the shelf and customers tend to go elsewhere
4- If the Tumbler does not sell, and it won't, it will sit on the shelf taking shelf space
5- If it sits for a while, it will not be fresh. Does Sierra Nevada really want non-fresh beer to make it to consumers?
6- It's a waste of beer. It will be sent back in two months (September...still hot) .
This doesn't make sense to me. I know it's hard to predict when to brew and release seasonals, but come on. Why even make a seasonal if you don't have it during the intended season?