EDITOR ' S NOTE

The end of summer always arrives suddenly . After months of warm weather , beach weekends , vacation travels , porch and patio parties , summer camps and camping out , the final weeks of August come with an abrupt message . Fall is imminent .

Our days shorten , the climate cools . Here in New England , the leaves lose their green and gain an array of colors . Wearing fresh looks themselves , and weighed down with new school supplies , the kids pack into buses and return to classrooms . Everything turns over in Autumn , which can feel more like the beginning of a new year than New Year ’ s itself .

In alcohol , fall makes me think of beer . We have brews for all seasons , of course . But there is something about a classic European Oktoberfest or märzen , with smooth but noticeably malty profiles , that so perfectly captures this time of year . A temperate but noticeable transition between summer and winter .

That transition seems to shrink , now . Fall can flashe by . I always want more of it . Perhaps that ’ s why I enjoy this season ’ s beers so much . I have all summer for pilsners and all winter for stouts . But with maybe a month and a half of fall , it ’ s a fleeting , fun phase before the cold and dark settle in for real . An abbreviated period of prost .

Breweries have certainly caught on . Consider how comically early fall seasonals arrive each year now on retail shelves . If you wait until September to launch your pumpkin hard seltzer , it may already be too late . Better get that out in early August , when some drinkers have already begrudgingly accepted what comes next .

Which is not to overly mourn the loss of summer . This year in particular , historically hot , had terrible fires across globe — especially the tragic devastation in Hawaii . Smoke wafting down from Canadian forest fires stained the sky an ominous yellow in northern parts of America . Particulates in the air made for uneasy breathing . At the very least , we all sweated abundantly and ran up our AC bills . Lots of recent rain in New England also gifted us one last giant wave of mosquitos .

Hopefully fall will bring better weather . Finding fault with mild temperatures is difficult , even if the sun ducks down hours earlier . Whether we are ready for autumn or not , it inevitably appears with full trappings . A reminder of the predictability of turnover , of endings and beginnings , sometimes more for the better than we may realize . Something to ponder over a pint of porter .

Beverage Group Vice President Jeremy Nedelka Tel : 763-383-4413 email : jnedelka @ epgacceleration . com

Editor , Off-Premise Kyle Swartz Tel : 763-383-4447 email : kswartz @ epgacceleration . com

Contributing Editors Melissa Dowling , Krystina Skibo , Marnie Old , Tom Shay

National Account Director Debbie Rittenberg Tel : 763-383-4455 email : drittenberg @ epgacceleration . com

Marketing and Engagement Sales Manager Jamie Boldt Tel : 763-383-4456 email : jboldt @ epgacceleration . com

Associate Managing Art Director Nicole Siewert

Senior Product Manager , Data & Insights Marina Velez Tel : 763-383-4453 email : mvelez @ epgacceleration . com

List Rental Kris Grauer email : kgrauer @ npsmediagroup . com Tel : 203-822-7933

Reprints For more information on e-prints or reprints from Beverage Dynamics magazine , visit https :// epgacceleration . com / marketing-services / or email us at info @ epgacceleration .

Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor

BRAND ACCELERATION

Kyle Swartz Editor , Off-Premise

Correction : In the previous issue , we incorrectly listed a beverage alcohol retail technology company . Bevz is an ecommerce company that allows stores to combine multiple delivery apps on one device , manage inventory and work with distributors .

Beverage Dynamics is published by EPG Brand Acceleration Editorial and executive offices at 10405 6th Ave N , Suite 210 , Minneapolis 55441 Telephone : 763-383-4400

4 Beverage Dynamics • September 2023 www . beveragedynamics . com