With sophisticated notes from chocolate, caramel, espresso and vanilla bourbon, calling Firestone Walker's beer simply an "oatmeal stout" just doesn't cut it. The oatmeal stout-style beer is barrel-aged in bourbon barrels, making it a lot more complex than most other beer beverages on the market.
To set this fine beer apart, Firestone is calling it a 'Velvet Merkin,' and presenting it in a bottle that looks more like wine. With this precious-sounding name, it's suggested that this is the kind of stout that's meant to be enjoyed with every sip, rather than chugged in one go.
The Firestone Walker oatmeal stout is branded as a vintage from 2014 and will be set for release in September 2015. Humorously, Firestone warns that "Hoarding tendencies may occur."
Upscale Oatmeal Beer
Firestone's Oatmeal Stout is Branded as a 'Velvet Merkin'
Trend Themes
1. Barrel-aging Beer - There are opportunities for breweries to experiment with different barrel types and flavors to create unique and complex beer profiles.
2. Upscale Beer Marketing - More beer companies can take inspiration from the wine industry and create a sense of sophistication and exclusivity around their products, appealing to a more high-end market.
3. Craft Beer Aging - The craft beer industry can continue to explore aging beer in various types of barrels and with unique flavor combinations to differentiate themselves from mass-produced beer brands.
Industry Implications
1. Craft Beer - Craft breweries can experiment with barrel-aging and unique marketing tactics to differentiate themselves from larger beer brands and appeal to a more niche and sophisticated market.
2. Wine - The beer industry can continue to draw inspiration from the wine industry in terms of marketing and presentation, creating a more elevated and exclusive experience for consumers.
3. Alcohol Distribution - As more breweries experiment with unique aging processes and flavors, there may be opportunities for distribution companies to specialize in carrying and promoting these niche and exclusive beer brands.