City Brewery brewmaster says ambers “are one of the hotter styles” despite style’s decline
The choice to open the line with an amber was easy, Hughes said. “Ambers are one of the hotter styles out there right now,” he said, plus the beer characteristics offered a chance to blend taste and drinkability. The new offering has rejuvenated the brewery staff and rekindled a sense of pride.
Amber lager was actually the only craft beer style among IRI’s top ten styles to decline in sales last year. Here’s the chart.
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Breweries: City Brewery
OTOH, given the continued growth and push into the Mid-West in Ohio of Yuengling Traditional Lager, and the huge national roll-out promotion of both AB’s Budweiser Black Crown and M-C’s Third Shift Amber (one could even throw Spoetzl’s Shiner Bock and its near-national distribution into the mix), one could see why City – a brewery with 3 breweries and a multimillion barrel capacity – might find that a potential “hot” market segment to enter.
Fair point. But then they needn’t be throwing around the word, “craft,” like they are in that article (or perhaps that is the author?). Can’t have it both ways.