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Boulder Beer exclusive: Why Shake was the right beer to go year round

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Timing has a lot to do with operations in the craft brewing industry, and Boulder Beer can attest to this sentiment as they have been quite a busy company over the previous six months, developing and releasing its first year round beer in nearly five years.

We wanted to learn more about what went into this decision, what the tipping point was for Boulder Beer to introduce a new beer and how this helps cater to one of the most intriguing traits beer drinkers tend to display, especially in Colorado. recently had the chance to speak exclusively with Boulder Beer brewmaster and co-owner David Zuckerman about the newest addition to their year round lineup, Shake Chocolate Porter. He told us about how long they had been working on this beer and why now was the right time to introduce it.

"Yeah we’ve been playing around with it for the past three years. The time is just right to come out with something new in a style that we think will be expansive for us rather than just coming out with another hoppy beer that satisfies hop fans.

"We thought the market was right for it and we thought the style was right for our portfolio and it seemed like a good time of year to release a darker, sweeter type of beer. With all of the winter beers coming out and the shift in seasons, people’s palettes and preferences change, so coming out with a chocolate porter certainly makes sense," Zuckerman said.

Shake is Boulder Beer's first year round release in over four years, and it shows with the type of demand that Zuckerman and the brewery have been seeing from consumers.

"That’s our first year round release since Flashback, which started off as our 30th anniversary beer. I guess it’s been four years since we brought out a year round product.

"Now we’re just struggling to keep up with demand for it. It’s barely been out the door for maybe [eight weeks] and we’re not even reaching the tip of the iceberg with trying to get a real sense of what the demand is like," Zuckerman said.

When we asked Zuckerman if this type of beer would've worked three years ago, he alluded to an interesting trend that is obvious and visible among consumers.

"I think the beer drinker is very receptive to new flavors and new styles, and I certainly think that was the case three years ago. I certainly don’t see that changing anytime in the near future.

"There’s that constant quest for what’s new and what’s different. Hopefully this satisfies some of that and people decide to park on the brand and pick it as theirs," Zuckerman said.

If you want to check out some more information on Shake Chocolate Porter, you can visit the Boulder Beer site or better yet, take a trip into their Tap Room.



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