We've seen a full array of new beers over the last couple of months - big beers in equally big bottles that have been selling like there's no tomorrow. So what do you do to stay competitive in a market where big beers currently reign supreme? Go small.
Reliving some of his fondest beer memories growing up in Milwaukee, Wasatch Brewing founder Greg Schirf; In a moment of nostalgia has decided to bring back the Pocket Rocket. "We used to call them 'Pocket Rockets' because we could put them in our pockets and take them anywhere. They were down in two swigs and always stayed cold. Miller and Pabst both had them when I was growing up in the 70's and I just remembered them as being a lot of fun and perfect for the right occasion."
Schirf is calling his 7 ounces "Little Slammers". They will be available in a 4% Alcohol by Volume for the grocery store market called Classic Lager and a higher 5.2% Alcohol by Volume for the liquor store called Wasatch Golden Ale.
"Sometimes you just need a quick hitter", he added "as an old fart, I have been doing this beer thing for 24 years now, I decided to indulge myself with a blast from the past. Kind of a toast to my misspent youth."
I've always loved the idea of small bottles. Sometimes I think that a massive - boozy beer served from a Jeroboam sized bottle makes about as much sense as hunting quail with a bazooka. Not always... but occasionally.
The first "Little Slammer" released is the Golden Ale, available right now at the Utah Brewers Cooperative and within the next few weeks at liquor stores.
Pours a bright gold color with a pale white head. The nose has notes of sweet corn, a subtle grassy/herbal hop profile and toasty malts. Taste has a definite malt sweetness to it with a crisp, dry hoppiness to it. Very drinkable, great tasting "Lawn Mower" brew. 5.2% abv.
The "little Slammer" Classic Lager should be available by the weeks end. Sold at the Co-op and grocery stores.