Focusing on wheat
Did you know that hefeweizens are the third-largest category among craft or specialty beers and the fastest-growing segment?
I hadn’t thought about it, but am a little surprised. The fact explains in part why Pyramid Breweries has chosen to focus so hard on hefeweizens - including brewing the first American-style Oktoberfest wheat beer.
Pyramid is rolling out new packaging that uses the front, back, sides and even the bottom of six-bottle cardboard carriers to explain what wheat beers are.
“The mission I’ve defined is to introduce Americans to American-style unfiltered wheat beers,” Pyramid chief executive John Lennon said.
