""The beers were very pub oriented, and they were geared toward more of a transient tourist demographic," he says, as Sunriver's 2,000 year-long inhabitants can welcome up to 15,000 additional visitors on weekends. "Our beers were really geared toward those people with very basic styles for craft beer: a blonde ale, a pale ale, an amber ale, and a stout.""
""We originally set out to be a lager-first brewery-that's what we were passionate about, and still are," he says. "But back when we launched, the lager love hadn't really caught on yet in California. So, to keep the lights on, we pivoted and leaned hard into hop-forward beers, especially our foggy IPAs, which put us on the map. At first, 95% of their beer was on the hoppy side of the spectrum.""
""Today, having gained trust from their consumers, they were able to return to their first love: 30% of their beers are now lagers.""
Many breweries begin with a clear product and audience but must adapt styles to where the beer will be sold and who will drink it. Sunriver Brewing in Oregon determined initial styles based on its restaurant in 2014, producing pub-oriented, tourist-friendly beers such as blonde ale, pale ale, amber ale, and stout. Expansion into wholesalers and additional taprooms pushed the brewery to broaden offerings and strike a balance between cutting-edge beers and familiar favorites. Humble Sea in California launched lager-first in 2015 but pivoted to hop-forward foggy IPAs to survive; after earning consumer trust, the brewery shifted from 95% hoppy beers to 30% lagers.
Read at CraftBeer.com
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