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| From http://smalltownbrewery.com/our-beers/ |
I’ve had a couple requests for Not Your Father’s Root Beer in Buzzy’s Country Store and following the Buzzy rule of 3 requests before we stock it, I set out to get some. Well, after three weeks of being informed by the sales rep that they are out of stock and can’t provide any of it, I dug deeper to find out what’s up. Little did I know that I was becoming part of a larger phenomena that has a little intrigue to it but may just be due to some good old fashioned clever marketing.
Not Your Father’s Root Beer is THE summer craft beer of the moment. Last summer it was Dead Rise and the Raging Bitch brands, but this year the crafties have swung their attention to Not Your Father’s Root Beer (NYFRB.) Of course it even has its own Facebook page (click here.) Sample entry, most which discuss how tough it is to obtain any of it, follows:
However, turns out that the whole craze for NYFRB might be driven by a classic, manipulative supply and demand situation with a little conspiracy marketing strategy thrown in (click here) I’m betting that the Facebook entries above may even have been conjured up fakes from NYFRB flacks. (Fakes from flacks, I’ll give you that one.)
Funny thing too, the stuff is expensive with a retail cost of $40+ a case and a 6 pack costing around $11.00. Given that they are trying to be so clever and shifty in their marketing of NYFRB, I am going to pass on stocking any of it and wish them well. Next summer, no one will care about ’em at all.