How much is too much for a beer
Following up on Eric’s question of how much would you be willing to pay for beer, I bring news that Sam Adams Utopias, which is selling for $150 and up for a 24-ounce decanter, is being sold in 2-ounce shots at the Morton’s restaurants in Baltimore and Annapolis for $27. That, my limited math skills tell me, is $13.50 an ounce.
On the subject of monk beer, Morton’s is also pouring Chimay “Premier” Belgian Trappist Ale, $23 for a 25.4 ounce bottle.
I have mixed feelings about these top-dollar prices. On the one hand, it is a sign that beer is taking a step up in the hierarchy of beverages. As Jim Koch says, we should be proud of our beer.
On the other hand, once a beer moves into the realm of beverages that only investment bankers can afford, it seems to be losing its roots.
Is there a danger that these big beers are too uppity? Should you regard them as a beer or an investment in happiness?
Comments
There's nothing wrong with these "fine" beers fetching a top price tag. Just look at wine: there is a wide range in acceptable prices, with good and bad varietals at each level. There is no reason the beer market can't be priced in similar fashion. So long as I can still get high quality beer for a reasonable price, I'm happy. If people want to pay $13.50 an ounce for limited releases from the world's most reknowned brewers, let them. I'm all for experimentation with brewing, and this will only increase the amount, variety and quality of beer available.
Posted by: StarrHillJomo | November 30, 2007 1:52 PM
I agree - actually, $23 in a steakhouse for the Chimay is completely fair, considering that a bottle that size represents two (or possibly three) reasonably-sized glasses. Most people would not complain if charged $8-12 for a glass of good wine in those surroundings.
To me, the Utopias is designed for a completely different market. I'd think that a majority of its drinkers are more likely to also be those people paying $50 a shot for extra-premium tequila, or $500 a bottle for Cristal. Nothing wrong with either premium tequila or Cristal, but I firmly believe that those types of drinkers are looking more for an opportunity to show off their black AmEx, as opposed to an opportunity to taste extraordinary beer.
Posted by: Jeff Spence | December 1, 2007 12:24 PM
At the retail level, even the most special or hard to find beers are pretty affordable.
Though things get pretty crazy on ebay, and restaurant markups are murder...
Utopias is an obvious exception -- expensive at restaurants and at retail.
But I think the distinction in flavor, alcohol content and packaging between Utopias and just about any other beer in the world negates any direct effect the marketing of Utopias could have on the rest of the beer market.
Posted by: Eric Trimmer | December 3, 2007 10:33 PM
I noticed that you used this Utopias in the Raven's Bottle Spin. Nice move, now you can expense it! I have tried the 2005 Utopias and I am buying two bottles of the stuff. I consider myself a beer aficionado (snob) and I am willing to shell out the bucks for it.
Posted by: EricM | December 4, 2007 12:31 PM
Personally, I'm not going to pay wine markups for a beer. $23 for a $9 bottle of 7% beer means that I'll get a beer on tap instead and go to more beer friendly restaurants with better selection and prices as much as possible. I know that Mortons is expensive for everything, but let's not encourage this trend.
Posted by: Chris | December 4, 2007 1:30 PM