We’re in the heat of the summer and you know what that means…Oktoberfest beers are marching their way onto store shelves just as Christmas decorations are on the verge of hitting Costco later this month. The race is on for sales reps and distributors to get as much märzen and festbier stacked up on the floor as possible.
Why so early? For starters, the sooner it gets there, the longer the runway for the beer to be in-season and sell through. Thus, the more confidence that retail buyers have to bring in large quantities for big displays. Waiting until after Labor Day risks running into the objection of “sorry, we already have too much Oktoberfest.” In other words, if you’re not first, you’re last.
Today we’re going to explore some of the less-talked-about reasons why getting off to an early start is crucial for seasonal recipes, alongside why licensing deals and/or variety packs can help stand out during this frothy time of year.
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