Who actually sets the pricing on sixers? I’m sure it is a combination of the retail outlet and the distributor with the brewery suggesting a retail price, but while at the grocery store recently I noticed someone is asleep at the wheel. When purchasing two individual sixers is less than buying a 12-pack something is wrong. Also why are BMC products inexpensive, but Shock Top and Blue Moon are priced with other craft products. I penned a note about Blue Moon recently and that $8 a six price point is not fooling anyone. We still know it is a Coors product.
I walked up and down the aisles and the only logical pricing I noticed was Sierra Nevada Torpedo which was $9 in a sixer of 12 oz bottles versus $8 in a sixer of 16 oz cans (now that I think about it, I hope it was a sixer and not a four pack). I eventually opted for the Genesee Cream Ale due to the $4 price on the sixer. I mean I can buy 24 bottles for $16 or get 24 of something else for $32. While some of the other offerings will have much more flavor, the economics just aren’t there when what I was after was a lawnmower brew to quench my thirst, or a mild flavored beer to have with food.
The vast majority of craft beers were priced $7.50 to $9 and most just were not worthy of that price point. If I am going to shell out 9 beans for a sixer the beer has to be better than average. I realize I am probably not the average customer, but I cannot believe craft beer sales are going to increase as the price escalates. Give me a $7 sixer of good quality craft beer and I’m a happy camper. Drive that price up to $9 a sixer and I’m going to look for another playground to play ball.