This isn't a groundbreaking post about Goose Island making sweeping changes to their winning ways. We all know that changes have made since AB back-doored their way to partial ownership (through Widmer Bros). The changes ranged from minor to somewhat minor, including label changes, minor changes to the lineup, and some other changes. AB also has the full distribution rights for Goose Island. In this case, I just happened to see a full-page magazine ad over the weekend from Goose Island. This ad was for their Juliet beer and showed it bottled in a 22oz bottle. Further, it showed a rather upscale dinner scene. This all made me think, "Is Goose Island trying to position themselves as a more upscale dinner choice?"

Something to understand is that I have a Marketing degree, so this stood out to me. Not that I use it in my everyday, non-superhero, life. But this ad stood out to me, simply because it was the first time I have seen an overt attempt by Goose Island to market themselves as an upscale dinner choice. This ad may have been out for a while, so I don't know what their timeline has been on this ad work. But I found it rather interesting that they try to challenge such dinner stalwarts as wine, champagne and other choices. I like it.

Having had their Juliet beer, I find it a really good example of a sour ale. And being a fan of sours, like a growing number of people, I am somewhat predisposed to liking it. Further, this is yet another example of the sour phenomenon that has taken hold in the micro beer world. Granted, there are any number of better examples of the style. Take your pick from Russian River (several choices), New Belgium (La Folie), Lost Abbey (Cable Car), and many others. However, I can not think of another nationally released sour ale. Maybe memory fails me, like it does for Bakes.

I think the change in bottling toward 22oz bombers, the move to swim upstream in terms of the upscale message, and the larger distribution of their macro beer overlords (partially, anyway) is a good signal. To me, this signals an attempt to shift certain beer styles toward wider acceptance to accompany dinner itself. Not simply "before" and not confined to "after".

I think this is a good movement, as we all know there is plenty of variety in beer styles to go along with most any meal. Westside Threat would still argue that a great steak deserves a great red wine, and I won't argue against that thought. Given the wide range of even one segment of the beer market (like the wide variety of Belgian beers), this possible movement can only help the hobby that we all hold dear. Sure it marks further intrusion of a "macro beer overlord" into our domain, if only on a marketing and distribution basis. But from what I have seen and heard, Goose Island has maintained autonomy in their operations since the 2006 sale of the partial ownership stake (to Widmer Bros. which is partly owned by AB). Some others would be better suited to comment on that than I am though.

One thing that this movement may spur is wider distribution of previously regional offerings. And that wider distribution can only be a good thing for those of us who want to try the many great offerings from Oregon, or California, or the East Coast, or any point in between. Who knows, maybe even top notch microbrewers like Surly, Founders, Bell's, Russian River, Stone and others will finally gain better penetration in areas not currently served.

I, for one, welcome the possibility of wider distribution for any microbrewer who has those ambitions.