By Ezra Johnson-Greenough
For the Oregon Beer Growler
Who’s afraid of the seasonal creep? It sneaks up when you least expect it with autumn pumpkin-spiced beers in August and malty, strong winter ales in September. The seasonal creep lures you in with your favorite summer seasonal when spring rain is still falling, but mysteriously disappears by August.
If you’re one of those people surprised to find 10 Barrel Brewing’s Jamaican Me Pumpkin available in the dog days of summer or Deschutes Jubelale before the first leaf hits the ground in fall, then you’ve been smacked by seasonal creep. Pumpkin beers are a controversial new seasonal hit, but usually debut in stores before pumpkins. As I write this, it’s a clear blue sunny day and there’s a bottle of 2016 Deschutes Jubelale on my desk. Ironically, this year’s Jubelale art is called “First Snow,” while winter still seems nowhere in sight.
Understanding why seasonal creep strikes is to understand consumer buying habits and the supermarket strategy. In many ways, craft beer has blossomed on the back of seasonal beer releases. Where bars and taprooms would once carry the same beers year-round, drinkers began craving diversity. Seasonals were the first rotating, specialty offerings before limited-edition one-offs were a thing. We grew accustomed to looking forward to our favorite seasonal all year. No doubt there is value in hanging a beer release on a holiday, but it’s a double-edged sword.
The quickest way to grow a brewery is by getting beer into bottles and onto supermarket shelves.
A store will grant a brewery a certain number of stock keeping units (SKUs) or how many varieties they’ll carry. These slots must remain filled because an empty row is lost revenue. It’s difficult to capture more than a few SKUs if you’re a small brewer, and if you can’t keep them filled, you’re out. As Jason Randles, digital marketing director for Deschutes Brewery explains it, “You can’t have empty shelves at retail, so you have to be ready to backfill with the next seasonal because they share the same SKU.”
Seasonals are often intrinsically connected to holidays. Breakside Brewery’s head brewer and former Oregon Brewers Guild president Ben Edmunds says, “We've found that brewing and rolling out a beer attached to a very specific season or holiday really shifts people's attention away from the beer and onto the season in question. And, unfortunately, this means that if you release beers "late" in a marketing season — say releasing a "winter beer" on Jan. 15 or a pumpkin beer on Oct. 20 — the beers don't sell as well as they would if they were released earlier.”
“Summer seasonals stop moving towards the end of August. Holiday beers like Jubelale stop moving on December 31st,” adds Jason Randles. “Another interesting point about seasonals is that the trends are very soft. In the past, consumers would go to seasonals for variety and change, but now change is everywhere. “
The McMenamins locations throughout the Pacific Northwest regularly tie their beer releases to holidays. Black Widow Porter is a rare McMenamins bottle that only makes an appearance around Halloween. McMenamins hopes that supply will be gone by Nov. 11 when the Christmas-themed Kris Kringle Traditional Yuletide Ale comes out.
“When should a winter seasonal be released? I'm not sure, but I do think that if you're putting a beer out marketed with snowcapped mountains, Santa Claus or winter landscapes on the label before Oct. 1, you're letting marketing drive a lot of your beer-making decisions” says Ben Edmunds.
Deschutes Brewery is the largest independent brewery in the state, the eighth largest in the country. Their winter seasonal Jubelale is one of the region’s most famous, now in its 29th year. But even a classic like Jubelale can struggle in the market. Jason Randles admits Jubelale has hit as early as late August to ensure sellout by the holidays. However, Deschutes is making attempts to release seasonals more in line with the actual seasons.
“We did our best to address this seasonal creep this year by introducing a fourth seasonal, Hopzeit, but it didn’t work out as well as we had planned,” Randles says. “Hopzeit was supposed to be available for about six-to-eight weeks in late August through early October, but Hop Slice went long and is still on the shelf in Oregon. Hopzeit was supposed to push the Jubelale release to its intended early October release date.” Still, October ain’t bad when compared to an August release.
At Breakside Brewery, they have found their own way to stay out of reach of the seasonal creep.
“Our solution has been to avoid attaching our bottled, rotating beers to a particular season. You won't see any of the seasons or holidays specifically mentioned in the marketing or imagery for our rotating beers. The exception to this is some draft beers” said Ben Edmunds.
So if you’re as afraid of seasonal creep as I am, do your best to support year-round beers and drink your seasonals fresh and in high quantity!
By Kris McDowell
For the Oregon Beer Growler
Love 'em or hate 'em, pumpkin beers are a fall staple that vary widely from pale, sessionable offerings to heavy, hearty brews. One of the best in Oregon falls in the latter camp and comes from 9-year-old Oakshire Brewing in Eugene. Big Black Jack Imperial Chocolate Pumpkin Porter gets a rating of 94 out of 100 on RateBeer, so while it might not be everyone's cup of tea there are plenty of people that enjoy the boldly flavored beer.
Oakshire's head brewer, Matt Van Wyk, brought the recipe for Big Black Jack with him when he started there six years ago. The first small batch was brewed the following year and started out as many specialty beers do — being a keg-only offering. Beer drinkers took to it quickly, however, and within a couple of years Oakshire began selling it in 22-ounce bottles as well.
The recipe has basically remained the same since Matt started making it, with only minor malt changes based on availability. He describes it as a hands-on beer due to the spices — nutmeg, dried ginger, whole cloves and cinnamon chips — that go into every batch. Similar in variety and amount to a premixed pumpkin pie spice blend, Matt's hand weighing ensures the beer comes out just the way he intended. After weighing, the spices are put into mesh bags, the equivalent of gigantic tea bags, which are then placed into buckets marked with the time each will be added to the boil. Just as "mise en place" allows a chef's process to flow smoothly, having the "tea bags" ready allows the Oakshire brewers a smoother brew day. Most brew days, the team is juggling three batches, transferring them from tank to tank, one after another. A delay with one batch could throw off the entire brew day. And even when Matt isn't leading the brewing, his process helps grease the wheels for the making of Big Black Jack.
In addition to the spices, each batch of beer gets solid dose of 70 percent dark chocolate and cacao nibs — 10 pounds of each. Unlike spices that might float to the top, these ingredients risk falling to the bottom and scorching the brew kettle. To avoid that problem, hot wort is poured over the chocolate and nibs in a separate bucket to create a sauce of sorts that’s then added to the boil. Lucky for the brewing staff, there’s always plenty of wort-chocolate to spare and Matt traditionally treats everyone to sundaes by bringing in ice cream the days the beer is brewed.
Pumpkin brews are often a point of contention for beer lovers because they tend to hit the shelves and taps before the pumpkins could realistically be harvested most years. But Oakshire plans ahead while using pumpkins from Stahlbush Island Farms in Corvallis. The team roasts, purees and freezes pumpkin every year, so the puree used in this year's batch of Big Black Jack actually came from last year's pumpkins. It's a method that eliminates the unpredictability of the growing season and allows the beer to be brewed in August, well before any local pumpkins could be harvested and processed, with the finished product reaching craft beer drinkers' lips in early September.
Being a spiced beer, Big Black Jack is one that is best when it’s fresh in order to experience the full spice profile. But the fact that it's also an imperial porter, coming in at 7.5 percent ABV, the beer can hold up to a bit of aging. Its flavor will change after a couple months, with the spice notes retreating, allowing the chocolate and roasty characteristics to become more assertive.
Knowing his beer was suitable for aging, Matt went one step further last year and aged part of the supply in two Heaven Hill bourbon whiskey barrels. A recent sampling confirmed that as it has aged, the spice notes have mellowed out — almost to the point of being absent. In their place is a rich, wood flavor from the barrels that complements the imperial porter. Fans of barrel-aged beers will likely have to visit Oakshire's Public House in Eugene for a sample, although it's possible that a keg or two may escape and surface at a special event in the Portland area.
Big Black Jack joins a host of other pumpkin beers from Oregon breweries with fall availability.
Oakshire’s Big Black Jack Imperial Pumpkin Porter is made using pumpkins from Stahlbush Island Farms in Corvallis. The squashes are actually roasted, pureed and then frozen the year before in order to eliminate the unpredictability of the growing season. The method also allows the beer to be brewed in August.
Oregon-Brewed Pumpkin Beers
7 Devils Brewing Co. | Winter is Coming Pumpkin Porter | 5.4% ABV | IBUs N/A
Agrarian Ales Brewing Company | Cucurbita | 4.5% ABV | 10 IBUs
Agrarian Ales Brewing Company | Von Tassel | 6% ABV | 15 IBUs
Breakside Brewery | Sweet Potato Mole Mild | 4.2% ABV | 10 IBUs
Burnside Brewing | The Dapper Skeleton | 5.9% ABV | 11 IBUs
Cascade Brewing | Pumpkin Smash Sour Ale | 11.9% ABV | <10 IBUs
Climate City Brewing | Galloping Hessian Pumpkin Ale | 4.5% ABV | 35 IBUs
Ex Novo Brewing Company | Pumpkin Biere de Garde | 8% ABV | 20 IBUs
Fearless Brewing | Smoked Pumpkin Ale | 8.35% ABV | 28 IBUs
Fort George Brewery | Squash Buckler | 6.5% ABV | IBUs N/A
Great Notion Brewing | The Great Blumpkin Ale | ABV/IBUs N/A
Green Dragon Brew Crew | Bring Me Pie | 7% ABV | 25 IBUs
Griess Family Brews | PJ's Pumpkin Pie | 5.4% ABV | 13 IBUs
Ground Breaker Brewing | Squash Ale | 5.7% ABV | 30 IBUs
Hair of the Dog | Greg | 5.5% ABV | IBUs N/A
Laurelwood Public House and Brewery | Laurelwood Pumpkin Ale | 7.5% ABV | 25 IBUs
Lompoc Brewing | Bibbidi Bobbidi Brew | 5% ABV | IBUs N/A
McMenamins Edgefield Brewery | Duskbringer | 6.06% ABV | 14 IBUs
McMenamins Kennedy School | Pumpkin Porter | 6.19% ABV | 12 IBUs
Misty Mountain Brewing | King Under the Pumpkin Russian Imperial Stout | 8.7% ABV | 40 IBUs
Oakshire Brewing | Big Black Jack Imperial Chocolate Pumpkin Porter | 7.5% ABV | IBUs N/A
Opposition Brewing Company | Nickabod Cranium | 6.4% ABV | 37.9 IBUs
pFriem Family Brewers | Pumpkin Bier | 6.9% ABV | 15 IBUs
Portland Brewing | Rico Sauvie Pumpkin Ale with Spices | 6.5% ABV | 30 IBUs
Rock Bottom Restaurant & Brewery | Name TBD | 5.5% ABV | 25 IBUs
Rogue Ales | Rogue Pumpkin Patch Ale | 6.1% ABV | 25 IBUs
Seven Brides Brewing | Heiser's Pumpkin Ale | 6.7% ABV | 15 IBUs
Silver Moon Brewing | Twisted Gourd | 6.8% ABV | 25 IBUs
Stickmen Brewing Company | Imperial Sour Pumpkin Lager | 9.8% ABV | 11 IBUs
StormBreaker Brewing | Pumpkin Peddler | 7.3% ABV | 13 IBUs
Three Mugs Brewing Company | "A Clever Pumpkin Name" Ale | 7.5% ABV | 35 IBUs
Vagabond Brewing | In Gourd We Trust | 5.1% ABV | 25 IBUs
Vertigo Brewing | We Don't Know Jack III | 6.3% ABV | IBUs N/A
Stories from the print edition of the Oregon Beer Growler.