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The margins are neither here nor there. My point is that is a wildly over-hyped beer that's no better than any other DIPA that Verdant or anyone else makes. When you compare it to the Deya beer I mentioned it's just not as nice in my opinion, so the fact that it's £2 a can more expensive makes for an underwhelming experience rather than a price scandal. If they're selling out I'm genuinely happy about that as a supporter of independent businesses and a Cornishman myself. I'm just baffled by the hype around what is just another DIPA.
mrJL-
I quite like the idea of an annual 'event' around a beer release. The quality of beer is so high now & on regular release schedules how else do you differentiate?
I wouldn't pay £8 for it every week but happy to once a year. Do wish they'd brew Neal gets things done more regularly though, which I guess like Putty I'll always pick up based on how good it was comparatively when I first tried it in 2017
LukeG
The pricing is not unrealistic.
What is your local shop and where is this in the UK?
As based on the trade price (I do some beer sales through work) and taking into account VAT they are making fuck all on either of those beers.
Verdant are selling Putty at £6.35 themselves (at the Experiment), the shops that are selling it at £8 are still making less than 40% margin based on the trade price (from a distributor).
Small independent businesses cannot survive on tiny margins.