Remember all those stories about how America was getting in touch with its colonial soul (you know, likely without slavery stuff) and embracing pumpkin as the new chocolate? Well... not so much:
The big holiday treat lingering forlornly on shelves this month is one that avid fans lined up for just two years ago: pumpkin ales. Shocking everyone in the craft beer trade, brewers have watched sales of their once-precious seasonal style grow sluggish and remain in stores and bars long past Halloween.
Ahhahahahahahahha! I love it. Andy actually noticed this a few weeks ago. I don't know why I find this so heartening. I mean sure I generally haaaaaaate pumpkin ale but as a niche product enjoyed by other it has its place. I've been covering it for almost a dozen years. Someone must like it. Who am I to judge? But, and this is an important thing, it's place was not every place. There is a place and a time for all things. Pumpkin ale's actual place likely sits in maybe a seven week window. Max. Pumpkin was never going to be the new killer app. It's not a game changer. It's a gourd FFS. The market spoke. And said "no"... or maybe just literally "not so much." It'll be interesting to see if there is a retraction in the 2016 season to make sure there isn't a 2016-17 one.