About 5 years ago, I was in a craft bar in a different town. They put Jaipur on while I was in and I thought "This is gonna be good". I downloaded a counter app for my phone and kept track of how many pints of it were sold in my presence (I dubbed this the "Jaipurotron"). I was there for 4 hours and it got to about 45. Granted, I did drink 6 of those myself.
|Jaipurotron in action|
We sell Thornbridge at the shop I work at, though here I'm using "sell" in the "on the shelves" sense rather than "a lot of it goes through the tills". We used to sell a lot of Jaipur, but when they switched from 500ml bottles to 330mls, sales collapsed sharply. I worked out that the customers were being expected to pay 17% less per unit for 35% less beer, and despite what people will sometimes tell you, they noticed. One guy even told me he switched to Oakham beers because he thought Thornbridge was a ripoff now. Hell, I even have to date-check the stuff now.
We've recently seen Thornbridge put Jaipur in cans, despite the head brewer being on record as saying he was unconvinced of the merits of canning craft beer. Either he recently has become convinced, or they've seen their bottle sales tanking in the off-trade and want to move Jaipur to the place on the shelves where those willing to pay more are likely to see it.
Perhaps Thornbridge Brewery should stick to what they've been doing for the best part of their existence. The "Craft" boom will not last forever, and indeed there are signs it's starting on its way down. If you have a good product (and they do), you should stick to doing that. The market will find its way back to you.
Fashion comes and goes, but quality remains.