I just about flipped out when I saw this post over at 2 Beer Guys (from the April 16, 2008 issue of The Coloradoan) about the Odell Brewing Co. (with whom I am not familiar but which I am sure is nice and run by fine folk, and all) doing a limited run of a series of single cask beers – each brew never to be repeated and the cask retired:
…Each batch of the ale, which will have more vanilla and caramel tones, will make enough for only roughly 120 cases before the recipe is retired, creating an exclusivity factor not usually associated with beer. Each 750 mL bottle – hand-corked, hand-signed and numbered – will sell for $24.99. “It’s a one-time kind of thing,” John Bryant, Odell chief operating officer, said of the process they hope will put them at the forefront of the market.
Excellent. Because we all need another mechanism to raise prices through exclusivity. But am I being fair? Am I being a rogue consumer who is too tight with the wallet. I would encourage, first, that you consider two posts by Stan from last January in which he makes a number of points relating to overly limited runs of barrel-aged beer and the effect on price and popularity. And isn’t that very last point, popularity counter-intuitive? Makes me wonder whether some of these high rated beers are a lot like the 60’s – that many who claim to have experienced them were never really there.
But my point is more, I hope, to the point. What is the basis of a $24.99 price tag on these bottles of beer? Is anything else at that price point? I trust that each of you will consider your responsibilities as an active player in the market and avoid artificial inflationary events. And, sure, it will be a price that is paid but so is “jerk tax”, that premium you pay whenever a vendor can get you for one reason or another. Why not $18.99 or $35.99? Using the math from the story, scrapping the barrel after only one use adds 450/1440 or 32 cents to each bottle or about a tenth that the corked bottle does (if what a US brewer told me last month is true.) Are you so out of control that you don’t care? Are you the sort that will run to this, that will try to profiteer even? Or will you just say no? What do you fall back on to make this decision?