It has become a craft-beer aphorism that if a brewery wants its pale ale to sell better, it should just slap IPA on the label. Saisons might be the opposite of that: While the liquid itself is versatile and broadly appealing, the actual word “saison” doesn’t typically capture the general consumer’s attention.
The First Rule of Selling Saison? Don’t Talk about Saison
While many brewers love a well-made, Belgian-inspired saison—dry, refreshing, and great with all kinds of food—it can be a tough sell to North American drinkers. Yet the style has broad potential when breweries highlight the liquid’s virtues.
By Kate Bernot
Industry All Access
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