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(Mediabistro)   Having conceded the urban hipster market to PBR, Sierra Nevada's latest re-branding effort instead targets free-range, grass-fed hipsters   (mediabistro.com) divider line 67
    More: Misc, Sierra Nevada, PBR  
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4439 clicks; posted to Business » on 14 Dec 2012 at 8:22 AM (2 years ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2012-12-14 08:13:07 AM  
As PBR still has the cheap urban-hipster market cornered, Sierra Nevada is making a play at the kind of hipster who likes to go camping, those who carefully consider what micro-brew they'll buy a case of before hanging out in the woods for a fortnight. So, DK mixes in some vintage photography, some sunbursts, an inspiring indie song and quick blips of b-roll to capture the independent spirit of their brewery. In other words, Sierra Nevada comes off as the classy, smart alternative to Coors.

First, if I had to spend two weeks with the same beer I'd choose it pretty carefully; second, Sierra Nevada is good beer, which the article writer doesn't seem to understand.
 
2012-12-14 08:27:58 AM  
we're all hipsters now.
 
2012-12-14 08:32:21 AM  

St_Francis_P: As PBR still has the cheap urban-hipster market cornered, Sierra Nevada is making a play at the kind of hipster who likes to go camping, those who carefully consider what micro-brew they'll buy a case of before hanging out in the woods for a fortnight. So, DK mixes in some vintage photography, some sunbursts, an inspiring indie song and quick blips of b-roll to capture the independent spirit of their brewery. In other words, Sierra Nevada comes off as the classy, smart alternative to Coors.

First, if I had to spend two weeks with the same beer I'd choose it pretty carefully; second, Sierra Nevada is good beer, which the article writer doesn't seem to understand.


Agreed. Hipsters drink crappy beer to be ironic. The rest of us drink beer because we like it. Sierra Nevada is good beer.
 
2012-12-14 08:32:56 AM  

drewsclues: we're all hipsters now.

 
2012-12-14 08:34:15 AM  
Hey, well if that makes me a hipster.... Um... No. No, but I want some of this beer.

8:30 beer? Breakfast of champions.
 
2012-12-14 08:34:20 AM  

SnarfVader: Hipsters drink crappy beer to be ironic.


Crappy beer is cheap.

SnarfVader: Sierra Nevada is good beer.


True. It is also "hippie beer"

drewsclues: we're all hipsters now.


Anti-hipster hipsters ARE TAKING OVER!
 
2012-12-14 08:34:31 AM  
This is my first time hearing of it.
/or just never noticed it
 
2012-12-14 08:35:43 AM  

drjekel_mrhyde: This is my first time hearing of it.
/or just never noticed it


I drank Sierra Nevada before it was popular.
 
2012-12-14 08:35:53 AM  

drewsclues: we're all hipsters now.


Yeah but I still refuse to wear that douche bag knit cap on the back of my head.

Likes SN Pale Ale
 
2012-12-14 08:38:22 AM  
Sierra Nevada is a quality beer. It gets lost in the world of Micro-Brews. My friends liquor store carries all their flavors and it doesn't sell as well as things like Left Hand, New Belgium or Sam Adams, but those that do buy it are religious about their beer experience. I've pushed it on some folks when they weren't sure what they wanted, and they all came back pleased with the choice.
 
2012-12-14 08:44:23 AM  
♫ it's OK to not like things ♫
 
2012-12-14 08:44:29 AM  
Not a Sierra Nevada fan, don't really like Pale Ale or IPA. Haven't seen or tried their porter yet.

Georgia has shiattay laws about beer distribution so I don't have a large choice of beer like I would in other states. It makes me sad.
 
2012-12-14 08:44:44 AM  
I like Sierra Nevada, they make some good beer. That's all I have to say.
 
2012-12-14 08:46:21 AM  
Hipsters drink PBR because they can't taste it.
Why can't they taste it? Because they burned their taste buds drinking coffee.
How did they burn their taste buds on the coffee?
*puts on sunglasses* They drank it before it was cool.
 
2012-12-14 08:49:39 AM  
This word just in - the hipster-hipster-hipsters have been sacked, and the hipster-hipster-non-hipsters have taken over. Back to you, Kevin.
 
2012-12-14 08:51:31 AM  
Meanwhile, there are still people that buy beers because they like them, not because of the image they project.

On any given day I could be seen enjoying ANY of the following beers:

www.sdhotlimos.com

4.bp.blogspot.com

www.aatiffany.com

www.artzberger.com

4.bp.blogspot.com

www.beermelodies.com

And the list goes on...and on....and on...

Sometimes I like "good" beer...sometimes I like "shiatty" beer. Whatever. Drink what tastes good to you at the moment...not to make a statement about how fashionable or ironic you are.
 
2012-12-14 08:53:39 AM  
PBR is way too mainstream now. You have to drink Genesee Cream Ale now to be a hipster:

i.imgur.com
 
2012-12-14 08:54:43 AM  

SubBass49: Meanwhile, there are still people that buy beers because they like them, not because of the image they project.

On any given day I could be seen enjoying ANY of the following beers:

[www.sdhotlimos.com image 600x270]

[4.bp.blogspot.com image 320x313]

[www.aatiffany.com image 317x480]

[www.artzberger.com image 287x557]

[4.bp.blogspot.com image 400x266]

[www.beermelodies.com image 333x500]

And the list goes on...and on....and on...

Sometimes I like "good" beer...sometimes I like "shiatty" beer. Whatever. Drink what tastes good to you at the moment...not to make a statement about how fashionable or ironic you are.


Stone Brewery is one of my favorites.
 
2012-12-14 08:58:10 AM  
Has anyone pointed out that Sierra Nevada is good beer yet? Because it is good beer.
 
2012-12-14 08:58:20 AM  

HST's Dead Carcass: Sierra Nevada is a quality beer. It gets lost in the world of Micro-Brews. My friends liquor store carries all their flavors and it doesn't sell as well as things like Left Hand, New Belgium or Sam Adams, but those that do buy it are religious about their beer experience. I've pushed it on some folks when they weren't sure what they wanted, and they all came back pleased with the choice.


Take into consideration that sierra nevada more or less "invented" the American Pale Ale style. Its a benchmark, a calibration beer. To be sure, all APA's that came afterwards are drawing from that.
So much so, that they get lost in all the background noise.

Once that starts to happen you have to start jumping around and yelling to be noticed.
 
2012-12-14 08:59:04 AM  

The Southern Logic Company: Not a Sierra Nevada fan, don't really like Pale Ale or IPA. Haven't seen or tried their porter yet.


If you can get it, try the Tumbler from SN. It's a great brown ale.
 
2012-12-14 08:59:34 AM  

St_Francis_P: drjekel_mrhyde: This is my first time hearing of it.
/or just never noticed it

I drank Sierra Nevada before it was popular.


I drank Bud Dry before it was popular, when it was popular, when it stopped being popular, when people made fun of you for drinking it, when people forgot it existed, and now.

You'll be back.
 
2012-12-14 09:00:52 AM  

Psycoholic_Slag: drewsclues: we're all hipsters now.

Yeah but I still refuse to wear that douche bag knit cap on the back of my head.

Likes SN Pale Ale


I had a few of those green labeled bad boys last night. They taste great, arent over carbonated, and are 6% alchohal. Good stuff.
 
2012-12-14 09:02:21 AM  

The Southern Logic Company: Not a Sierra Nevada fan, don't really like Pale Ale or IPA. Haven't seen or tried their porter yet.

Georgia has shiattay laws about beer distribution so I don't have a large choice of beer like I would in other states. It makes me sad.


I think the pale ale might be my favorite beer. In fact, it is. If you told me right now I'd have to choose only one kind of beer I could have for the rest of my life, i'd choose Sierra Nevada Pale Ale.

Strangely enough, their Torpedo is so hoppy it turned me off of IPAs completely.
 
2012-12-14 09:04:51 AM  

Debeo Summa Credo: St_Francis_P: drjekel_mrhyde: This is my first time hearing of it.
/or just never noticed it

I drank Sierra Nevada before it was popular.

I drank Bud Dry before it was popular, when it was popular, when it stopped being popular, when people made fun of you for drinking it, when people forgot it existed, and now.

You'll be back.


No way, man. I read an article about what they do to the horses to get the urine for Bud products. Not cool man, not cool.
 
2012-12-14 09:05:06 AM  
In other words, Sierra Nevada comes off as the classy, smart alternative to Coors.

Seems to me TFA hit pretty close to the mark.

/think I'd rather drink water than Coors.
//then again, i'm SURE I'd rather drink water than Bud
 
2012-12-14 09:05:54 AM  
edu.glogster.com

Also drank beer before it was popular.
 
zez
2012-12-14 09:08:07 AM  
Does anyone know how their Celebration Ale is this year?
 
2012-12-14 09:09:03 AM  
i1247.photobucket.com

Possibly the best beer ever for the holidays IMO.....

/They DO NOT make a bad beer!
 
2012-12-14 09:10:31 AM  
I guess I am the only one that associates SN with hippies? Left over stereo type from HS, I guess.

zez: Does anyone know how their Celebration Ale is this year?


I have been enjoying their Celebration and Torpedo so far this winter.
 
2012-12-14 09:13:33 AM  

zez: Does anyone know how their Celebration Ale is this year?


I have drank so much of it in the last month it is coming out of my ears.....

/IT IS THE BALLZ!
 
2012-12-14 09:19:17 AM  
When you're feeling like you're between a rock and a hard place, try Pebble Pilsener. Sure to get you your minerals back.

And it tastes like rocks (not that I know what rocks taste like)
 
2012-12-14 09:27:54 AM  

Krowdaddy Chixdiggit: [i1247.photobucket.com image 625x453]

Possibly the best beer ever for the holidays IMO.....

/They DO NOT make a bad beer!


This. I foolishly picked up only a six pack and the now the local store is out.

The difference between drinking PBR and Sierra Nevada is like the difference between choosing to drive 1982 Chevy Citation with only and AM radio, broken HVAC and torn vinyl seats and choosing to drive some nice new, well maintained car.

SN makes many good brews and has been for many years.
 
2012-12-14 09:29:57 AM  
I'm sorry, but Sierra Nevada is hops in a can, and quite frankly, they killed the diversity of the emerging micro brew market when it was just beginning to get interesting. The popularity of their Pale Ale and Sam Adams' over-hopped brews meant that every other brewer out there started trying to out-hop everyone else which brings us to a period in our beer history where even beers that should be light on hops and heavy on malt are tasting like flower-filled soap bottles because of this trend. I was excited in the mid to late 90's when I didn't have to drink imported Scottish ales anymore and could get some nice heavies on this side of the pond, but the hops wars pretty much put an end to that and I'm back to drinking Belhaven when I want something that isn't so astringent it could be used as acne medication. Finally, we're starting to see some balance again. I think Oscar Blues does a fine job of offering a decent range without going hop-heavy on everything. The emergence of "sour" beers is also heartening, though I'm dreading the "my beer is more sour than yours" race that is surely to come about from it.
 
2012-12-14 09:35:11 AM  
New release from Sierra Nevada...
FARKING NARWHALS, MAN!!!

cigarbrief.com

Picked up a 4-pack last night, ready for the weekend.
 
2012-12-14 09:45:49 AM  

tallen702: I'm sorry, but Sierra Nevada is hops in a can, and quite frankly, they killed the diversity of the emerging micro brew market when it was just beginning to get interesting. The popularity of their Pale Ale and Sam Adams' over-hopped brews meant that every other brewer out there started trying to out-hop everyone else which brings us to a period in our beer history where even beers that should be light on hops and heavy on malt are tasting like flower-filled soap bottles because of this trend. I was excited in the mid to late 90's when I didn't have to drink imported Scottish ales anymore and could get some nice heavies on this side of the pond, but the hops wars pretty much put an end to that and I'm back to drinking Belhaven when I want something that isn't so astringent it could be used as acne medication. Finally, we're starting to see some balance again. I think Oscar Blues does a fine job of offering a decent range without going hop-heavy on everything. The emergence of "sour" beers is also heartening, though I'm dreading the "my beer is more sour than yours" race that is surely to come about from it.


You are so uninformed about American craft beer. It's quite hilarious.
I was looking at a new domestic Strong Scotch Ale just yesterday.
 
2012-12-14 09:52:44 AM  

moos: Hipsters drink PBR because they can't taste it.
Why can't they taste it? Because they burned their taste buds drinking coffee.
How did they burn their taste buds on the coffee?
*puts on sunglasses* They drank it before it was cool.


Awesome
 
2012-12-14 09:52:52 AM  

Maud Dib:
You are so uninformed about American craft beer. It's quite hilarious.
I was looking at a new domestic Strong Scotch Ale just yesterday.


Seriously? Go look at your local beer distro's list of options. More than 75% of what is available on the domestic craft brew list is either a Pale Ale, IPA, or some other over-hopped variation of something else.

Your one Strong Scotch Ale pales in comparison to the HUNDREDS of over-hopped soap bottles out there on the domestic craft market.

You sir, are the uninformed an hilarious one. I happen to be very much involved in the business of beer and liquor as it's a huge part of how my companies make their money.
 
2012-12-14 09:57:55 AM  

tallen702: Maud Dib:
You are so uninformed about American craft beer. It's quite hilarious.
I was looking at a new domestic Strong Scotch Ale just yesterday.

Seriously? Go look at your local beer distro's list of options. More than 75% of what is available on the domestic craft brew list is either a Pale Ale, IPA, or some other over-hopped variation of something else.

Your one Strong Scotch Ale pales in comparison to the HUNDREDS of over-hopped soap bottles out there on the domestic craft market.

You sir, are the uninformed an hilarious one. I happen to be very much involved in the business of beer and liquor as it's a huge part of how my companies make their money.


You both can still drink whatever kind of beer you want whenever you want, right?

I dont want an answer.
 
2012-12-14 09:57:56 AM  
haters gonna hate
Sierra Nevada is just a great brand, and I simply cannot wait for them to open their new plant in Asheville, NC! (2014) But seriously, the Pale Ale is solid, the Torpedo is delicious (IPA haters can shove it) and for $12.99 for a 12-pack its the best farking deal in town. The Celebration Ale is great, and so is the NARWHAL, I mean my God its worth the $9.99 price for a 4pack. The only ONLY thing from SN that didn't impress me was the Porter. Theres dozens and dozens of better porters out there.

Oskar Blues is opening up in Asheville...I mean Brevard this coming week, and they said tours will be ready by New Years Eve. Their whole lineup is smashing as well, just a wee bit pricey.

North Carolina is shaping up to be the beer capital of the east coast. So many great breweries in this state, my God. Foothills, Highland, Duck Rabbit, Big Boss, Aviator, Natty Greens, Olde Hickory (farking EVENT HORIZON) Red Oak, Mother Earth. I could go on, but you could also go here:

http://en.wikipedia.org/wiki/List_of_breweries_in_North_Carolina

That being said, do not ever, ever, EVER drink any wine from my state. Unless you are out of ipecac syrup, because thats basically what our wines are.
 
2012-12-14 10:01:32 AM  
It is kind of weird when marketing works, but I went to the new web site and now want to try their porter and stout.

Their pale ale and torpedo are quality, but for some reason I tend to prefer other breweries versions.

That Celebration Ale is tasty.
 
2012-12-14 10:04:55 AM  
grass-fed hipsters

pot brownies
 
2012-12-14 10:12:58 AM  

Two Hearted: The Southern Logic Company: Not a Sierra Nevada fan, don't really like Pale Ale or IPA. Haven't seen or tried their porter yet.

If you can get it, try the Tumbler from SN. It's a great brown ale.


Oh my goodness...yes! Tumbler is awesome. Well balanced in the hop department and just roasty enough to make it worthy of being a fall seasonal. Fantastic and highly recommended.
 
2012-12-14 10:13:30 AM  
Crunchies /= Hipsters. Hipsters are too snide for camping.
 
2012-12-14 10:14:09 AM  
Sierra Nevada is a great sunny Saturday morning wake and bake breakfast. Two or three on an empty stomach will put a smile on your face.
 
2012-12-14 10:16:44 AM  

Maud Dib: New release from Sierra Nevada...
FARKING NARWHALS, MAN!!!

[cigarbrief.com image 650x400]

Picked up a 4-pack last night, ready for the weekend.



I'm not really a stout fan, but Narwhal is fantastic.
 
2012-12-14 10:21:43 AM  
Sierra Nevada is a solid brewery that makes very respectable beers. Their Pale Ale is the standard by which I compare every other Pale Ale to. It is on the hoppier(?) side, but always satisfies.

I also look forward to the Celebration Ale every year.

Some people's palates can't handle very much hop taste, I get that. It doesn't mean beers with more hops are not good.
 
2012-12-14 10:27:13 AM  
Sierra Nevada is an excellent choice on hand in many restaurants around Florida. Went out to eat with the folks, trying to find someplace close, and chose Longhorn simply because Sierra Nevada was on the menu. My choice for standard offering from a brewery is either the Pale Ale or Magic Hat's #9.
 
2012-12-14 10:35:04 AM  
It's a Kroger staple now. Does that make it no longer cool?

Two Hearted: Tumbler


Never mind. What he said. That stuff is good.
 
2012-12-14 10:37:35 AM  
Fark Kroger. They sell Sierra Nevada 12 packs for $16.50 unless its "on sale" for 14 dollars.
Total Wine has them every day for $12.99. Not just sayin that cause I work there..
 
2012-12-14 10:38:48 AM  
Finally found a gluten free pale ale that comes close:

blogs.phoenixnewtimes.com
 
2012-12-14 10:42:20 AM  
Sierra Nevada as a company relies too much on hops. Even their pale ale tastes like an IPA.
 
2012-12-14 10:50:38 AM  

skremnjava: Fark Kroger. They sell Sierra Nevada 12 packs for $16.50 unless its "on sale" for 14 dollars.


Yikes! Sale price around me is usually $10.99, $12.99 at the expensive store right across the street. I buy a LOT of SN because it's great, but also reasonably priced, so I'd have a hard time paying $16.50.
 
2012-12-14 10:56:59 AM  
As an unrepentant craft beer snob, I was ready to hate on this as another mass-market attempt to appeal to "hop heads", but was actually amazed at how much I liked it:

t1.gstatic.com
 
2012-12-14 10:59:42 AM  

tallen702: Maud Dib:
You are so uninformed about American craft beer. It's quite hilarious.
I was looking at a new domestic Strong Scotch Ale just yesterday.

Seriously? Go look at your local beer distro's list of options. More than 75% of what is available on the domestic craft brew list is either a Pale Ale, IPA, or some other over-hopped variation of something else.

Your one Strong Scotch Ale pales in comparison to the HUNDREDS of over-hopped soap bottles out there on the domestic craft market.

You sir, are the uninformed an hilarious one. I happen to be very much involved in the business of beer and liquor as it's a huge part of how my companies make their money.


Hops seems to be like cilantro. It's a love-it-or-hate-it divisive type thing. The hops lovers clearly outnumber those who do not. I crave it every now and then. I've recently been enjoying damn near everything Three Floyds is putting out. The Lefthand Nitro Milk Stout is great. Lagunitas's Little Sumpin' Sumpin' is only going to get more huge. Loved DFH's Festina Peche. There's still plenty of great beer out there.
 
2012-12-14 11:05:17 AM  
whiskey > beer
 
2012-12-14 11:09:27 AM  

pnome: whiskey + beer


Fixed.
 
2012-12-14 11:12:05 AM  
Speaking of prices...the other day I bought two 6-packs and it was around $17 and the memory of my younger college self couldn't believe what i just done. But now I drink mostly because I enjoy the taste rather than to just put away a bunch to get drunk.

But it still made me laugh.
 
2012-12-14 11:21:25 AM  

pnome: whiskey > beer


My last night in Dublin I saw an old guy cutting his glasses of whiskey with a bottle of peppermint schnapps. It was horrifying.
 
2012-12-14 11:21:56 AM  

tallen702: I'm sorry, but Sierra Nevada is hops in a can, and quite frankly, they killed the diversity of the emerging micro brew market when it was just beginning to get interesting.


That's just ... dumb.
For good or bad people *want* highly hopped beers -- if they didn't sell well, there would be no incentive to make them. No beer is capable of "killing off" diversity, only the people that buy beer can do that.
 
2012-12-14 11:51:51 AM  

SnarfVader: Hipsters drink crappy beer to be ironic. The rest of us drink beer because we like it. Sierra Nevada is good beer.


This. After PBR it'll be Natty Boh, Stroh's, Carling Black Label, Hamm's, and IC Light.

While I love SNPA, my glass is more routinely filled with Sweetwater 420 or Cigar City Jai Alai IPA these days.
 
2012-12-14 12:02:29 PM  

mllawso: For good or bad people *want* highly hopped beers -- if they didn't sell well, there would be no incentive to make them. No beer is capable of "killing off" diversity, only the people that buy beer can do that.


I think the perspective many people lack is how the market of beer in general is swamped with hopsless beers. Many beer drinkers grew up without great variety, and of course being young and broke and unrefined meant we never noticed we were drinking weak lagers which had been labeled "beer". Someone brought Dogfish Head 60 Minute years ago, and I suffered through about half a bottle before stopping. Haven't been into beer too long but have developed my palate to where the 60 Minute doesn't register as hoppy, just a good standard.

Plus, I find I am able to manipulate the flavors a little more with my hops schedule through mixing varieties, boil times, and dry hopping. Hops adds bittering, floral, and citrus flavors based on what you add and how you add them, so I think types of ales have long been established with grain bills and yeast strains, but the hops gives a plethora of options to try out, many of which are strong flavors.
 
2012-12-14 12:40:51 PM  
Just adding that I love Sierra Nevada, too. My favorite time of year starts when Tumbler comes out, followed by Celebration, and then I believe their Anniversary brew at the new year. For some reason, people don't really buy the stuff at the liquor store near me, so every time they change over, I buy up all of the leftover stock (still drinking Tumbler).

However, I can't find the blue bottles anywhere. I distinctly remember them from the past, but the guys at the store said they've never seen them. Also, Torpedo is great. That is all.
 
2012-12-14 05:26:11 PM  

productivity_zero: However, I can't find the blue bottles anywhere. I distinctly remember them from the past, but the guys at the store said they've never seen them. Also, Torpedo is great. That is all.


The porter *used to* be in blue label bottles. They changed to brown a while back.
 
2012-12-14 08:41:43 PM  
Could not watch the crappy vid linked to.
Don't care for hopped up beer, although I understand why it is put in there.
I like fresh beer for myself. Hopped beer for the posers.
 
2012-12-15 03:03:35 AM  
Try their big foot if you want a strong beer, it's 10 pct alcohol.

Went to school in chico, where it's brewed. The daughter of one of the founders was in my major, she was too hipster for beer. Neither here nor there. But yay sn! Glad its availability has spread.
 
2012-12-17 09:02:25 PM  

ThreeEdgedSword: Sierra Nevada as a company relies too much on hops. Even their pale ale tastes like an IPA.


IPA = India Pale Ale.
 
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