Seasonals Done Right: Unlocking Growth with Strategic Craft Beer Releases

Have you ever stopped to think about the role seasonals play in your brand’s success—or lack of it? For years, they’ve been a reliable way to boost sales, but the market has shifted. Today, the numbers paint a clear picture: seasonals, once the darlings of the craft beer industry, are now helping to lead the decline.

In the last 13 weeks alone, seasonal beers are down -8.3%, accounting for 27% of the craft beer segment’s overall losses. That’s a hard pill to swallow, but it’s also an opportunity—if we’re willing to rethink how we approach them.

Seasonal releases can still drive success, but only if we stop treating them as automatic wins and start using them as strategic tools to engage distributors and drive scale. It’s not about following the crowd or doing what’s always been done—it’s about creating brand calendars that empower your distributors to execute successfully and stand out in crowded portfolios.

Lazy seasonal strategies don’t work anymore. Simply putting out a pumpkin beer in September or a holiday stout in November isn’t enough to capture attention or drive sales. But when seasonals are part of a bigger strategy—one that’s aligned with your brand identity and your distributors’ goals—they can be powerful tools.

Distributors aren’t just logistical players in this process—they’re your most valuable partners. The most successful brands aren’t just adapting their products; they’re aligning these innovations with distribution partners who can amplify their impact in the market. A thoughtfully crafted brand calendar grabs their attention, provides a clear roadmap for success, and helps your products move off shelves faster and with greater consistency.

This isn’t just about seasonal releases. The craft beer industry is maturing, and old strategies no longer guarantee results. Aligning your brand with both consumer demand and distributor capability is no longer optional—it’s the only way to ensure long-term success in a competitive market.

I work with brands to develop brand calendars that go far beyond simply scheduling seasonal releases. These calendars are designed to empower your distributors, helping them drive consistent, scalable growth. It’s about creating a roadmap that differentiates your brand, keeps your distributors engaged, and delivers tangible success year-round.

The industry is evolving. What worked five years ago doesn’t work today. But that doesn't have to be a cause for concern—it’s an opportunity to lead. With the right tools, like a well-designed brand calendar, you can turn challenges into opportunities, seasonal releases into successes, and distributors into your strongest allies.

How are you using seasonal releases to empower your distributors and scale your brand?