bit of a hole in the market for thelower-in- alcohol session-style beers that were maybe a little more approachable to newcomers to the craft market. And with our beers, it is perhaps a little easier to buy a couple of six-packs, throw them in the cooler and drink them throughout the day.” One of the knocks that the craft beer industry does face is that notion of approachability. While IPA-style beers are selling incredibly well to the legions of craft converts, the gate doesn’t swing quite as wide for those who prefer a lighter, well-balanced flavour of beer. Postmark’s easy- drinking beers cater to not only the newly-minted craft beer drinker, but also to those who just plain and simply prefer more balance and less alcohol. However, the fact remains that brewmasters are artists, and craft beer enthusiasts tend to be somewhat adventurous. Postmark recognizes this and attempts to appease both sides with what they call the “Single Tank Series” of beers. “I don’t believe any brewery can be everything for everyone.” “The brewmaster can brew whatever he wants in that small tank in the corner. It’s only for con- sumption on site in our tasting lounge and the restaurant. With that tank they go through all kinds of creative ideas: big beers, session beers, and whatever. A lot of our malts and yeasts that
are below 5% alcohol by volume and lighter in body. This translates into an easier drinking, more accessible beer that would allow you to continue on your adventures and outdoor activities without having to stop and take a nap! This isn’t to say that Postmark doesn’t embrace their West Coast hoppy birthright, they just approach it differently. Thorp explains, “We also brew session-style IPAs. We have a 6% and a 6.2% IPA but they’re a little bit more balanced through hops, malt and body. Our brewmaster has what he calls a ‘four-pint rule.’ That is, you should be able to drink four pints at a sitting, and the fourth pint should taste as refreshing and balanced as the first pint.” Smart business strategies often try to identify a market-gap in an industry and fill it as best they can. Thorp suggests that, while there is definite- ly a place for the popular, bold West Coast-style hop-forward heavy beers, session styles were often relegated to an after-thought, or omitted alt gether frommany craft brewery rosters. “We saw a
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SPOTLIGHT ON BUSINESS MAGAZINE • APRIL 2019
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