Goose Island Beer Co. is set to change the game again in November 2025 by introducing Bourbon County Stout in a four-pack of 10-ounce bottles instead of the traditional 16.9-ounce single bottle. This shift aims to enhance accessibility, allowing consumers to savor the high-ABV stout in social settings or personal enjoyment. According to Goose Island’s president Todd Ahsmann, this change reflects a broader cultural trend where consumers prefer smaller, more intentional drinking experiences. Experts suggest this adjustment keeps the iconic brew relevant amid evolving drinking habits and preferences.
"This smaller format is all about accessibility," says Goose Island president Todd Ahsmann. "Moving from one bottle to four gives consumers more opportunities and moments to enjoy it."
"Consumers are drinking less overall and drinking more intentionally. Smaller packaging aligns with that shift," says Theodore Schweitz, CEO and peer group facilitator for CPG networking company Drive Wheel.
Goose Island's move to a four-pack highlights the shifts in consumer behavior and preferences towards more thoughtful drinking habits.
Bourbon County Stout's change in packaging speaks volumes about how we engage with alcohol today, ensuring its relevance in a changing market.
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