BeerPulse

Craft Business Daily caught up with New Belgium President, Kim Jordan, during GABF week for a fireside chat. Nothing controversial or groundbreaking in the interview but it is insight nonetheless from one of the beer industry’s most influential people. This caught my eye:

“I think variety and new offerings is another way. There are two pieces to that: The more volume play of that — Ranger is a good example. Let’s brew a beer that will be our best take on an IPA. Our iteration will reflect our creative focus. We thought in its first year Ranger would be 5% of our portfolio, and in its first year it was 10%. And then there’s the play of the smaller volume beers. Because they’re fun to do; because that core craft consumer loves that variety. And it also shows off your chops. . Lips of Faith might be less than 2% [of their portfolio] […]”

Ranger IPA was introduced at the beginning of 2010 so, in its second year, that 10% number could hypothetically be much closer to 20%. Staggering considering New Belgium is now 20 years old. The beer’s rise up the charts makes for a sharp contrast to its big sister, Fat Tire Amber Ale, which Symphony IRI reported was down 4% in case sales in supermarkets (through mid-June).

Read the full interview >> New Belgium’s Kim Jordan on the Future of Craft – Craft Business Daily.