Since its launch last month, Pacific Western Brewery’s new beer, Cariboo Genuine Draft, has struck a nerve with consumers looking for an affordable and palatable brewski.
Sales of the new beer are up 200 per cent from those of the brand Cariboo GD has replaced, Pacific Genuine Draft, according to Paul Mulgrew, company’s product development and production coordinator.
Even better for consumers during the recession, Pacific Western Brewery (PWB) put Cariboo on the market for $7.54 for six 355-ml cans. That price point, shared by Cariboo GD and Pacific Western Traditional Lager, is the market low for six-pack beer in British Columbia.
“We’re having a tough time keeping it on the shelves,” Mulgrew said.
The softening economy has had an effect on the beer industry, and companies such as PWB have made some changes.
“Basically, it’s been a tough time,” Mulgrew said of the downturn’s effect on the industry. “We have a new marketing strategy, and we’re trying to associate the beers more closely to the consumer. You’re going to see a couple of new products and a couple of product revisions from us. By the end of the year we’re going to have a brand-new lineup of PWB products that look as good as they taste.”
Cariboo Genuine Draft, which recently got a favourable review from the webmasters at Justhereforthebeer.com, is one of almost 30 beers that sell for less than $9 for a six-pack, according to the B.C. liquor distribution branch website. PWB has 12 brands under $9, Shaftebury and Bowen Island each have five, and Stroh Canada has four.
If, however, your tastes run toward higher-end beers, there are still ways to find value.
Rick Green, who updates his B.C. Beer Blog weekly, recommends that people with a favourite brew-pub beer go and buy a two-litre bottle, called a growler, and take it to be refilled at the brew pub. The refill will cost $10 to $12, depending on the beer.
He also recommends getting kegs from local breweries if you’re planning a barbecue or Stanley Cup party.
Green doesn’t have much good to say about mass-produced, big-brewery beer, which he calls “industrial”.
“If you want to drink something that [has a taste] near water, get the cheapest and drink water,” says Green.
And if you value quality over quantity, chances are you will save money because you won’t be pounding back what you’re drinking.
“My recommendation for people who actually want to enjoy their beer, in particular enjoy it with food, is find the appropriate beer. You’re not going to want to be guzzling a whole bunch of it. You’ll be satisfied with it in that context.”
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