![]() Our customers just aren’t looking for that. Friday Six Pack: Scotty Hunter, Urban Artifact. “We thought our seltzer would be our ‘light beer.’ Is it the equivalent of a craft light beer? It isn’t. Survival Hunter Artifact Weapon: Talonclaw By Wowhead 1 Changelog Patch: 7. “Seltzer drinkers are looking for a party beverage, or something that they can drink a lot of and not think about it, like Bud Light has too much flavor for them and that’s not our customer,” he said. He disagreed with the notion that there’s overlap between craft beer and seltzer consumers. “If we want something like that for our taproom, like for a gluten-free option, we can buy a guest product because we’re in Ohio.” “Chances are the answers are no and no for 99% of breweries,” he said. READ MORE: The Roles Hard Seltzer Plays for 3 Sheeps One question brewers need to ask themselves is whether they can make it better than existing players in the market and if they can stand out. ![]() A Midwest fruit tart brewed with 2,600 lbs of blackberries & 90g of vanilla beans Per 30 BBL batch. Are you getting deeper or wider? If it’s just wider, you’re going to run into problems like we did.” Urban Artifact - Astrolabe Style: ABV: 8.00 IBU: 15.0. I think other brewers need to recognize what is driving their success. Urban Artifacts' One can say that the city itself is the collective memory of its people, and like memory it is associated with objects and places. “There never really was a demand for a higher-end fruit product that’s using fruit the way we do in our beers. Mostly golden and with peach accented highlights, Kaleidoscope builds a frothy white cap before turning to a scent of tropical, citrus and a lightly musty perfume. “We had to use real fruit if we were going to follow our model,” he said. Modeled after the popular polynesian fruit combination of orange, pineapple and guava, Urban Artifact is giving us all a taste of island life even if sitting in the lower Midwest. So deciding to take fruit and make a real fruit seltzer wound up being what Baker called a trap. Some of it may have been our (higher) price point, and some of it may have been what our brand is to our customers relative to what seltzer is.”įruit beers are what Urban Artifact hangs its hat on. ![]() “Our second year, we got good placement in grocery and other chain accounts, but ultimately it was a sales thing,” he said. Ohio’s Urban Artifact had a hard seltzer program for about two years that made it into distribution, but the sales ultimately weren’t enough for co-founder Bret Kollmann Baker to keep the product at its company, which has evolved into a fruit-beer focused brewery after originally starting out with a focus on sours. Not every seltzer story has a happy ending for craft breweries.
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