One of the most popular beers we sell at McNellies is Boulevard Wheat. I got to thinking about this and wondered why that is. Is it because it's the best beer we have on tap? No. Is it less expensive than other beers on tap? No. Does it have some special quality that makes it especially outstanding? Not really. So, what is it then? I came up with some reasonable theories as to why it's so popular.
The most plausible explanation is the familiarity of Boulevard Wheat, due to the brewery's Midwest location in Kansas City, a mere 4 hours away. It's a fairly common beer around Tulsa, so many people have tried it at some point. In fact, name recognition is so high, 80% of the time someone orders a Boulevard Wheat, they just ask for a Boulevard. I respond with a reasonable question, "Which one?" This confuses people because they don't realize that Boulevard is a craft brewery and the Wheat is just one variety of the many they produce. In addition to Wheat, Boulevard also brews a Pale Ale, Porter, Dry Stout, and Lunar, as well as seasonal brews which include Bob's 47, Zon, Nutcracker Ale, and Irish Ale.
Boulevard Wheat may not be the best beer we have on tap, but it's pretty decent. It's similar in style to a German Hefe Weizen: a top fermented, unfiltered ale, with a considerable amount of wheat malt. I find it refreshing and mellow with a hint of citrus. Sometimes I even drink it with a lemon. What? Everyone else does it.
In addition to being recognizable and tasty, Boulevard Wheat is easy to pronounce. When faced with a menu listing beers named "Seigneuriale, Grieskirchner Weiss, Duchesse de Bourgogne, and Ayinger Jahrundert", it's not a surprise to hear someone order a Boulevard Wheat. I don't even know how to pronounce those beers.
Although these are all reasonable justifications as to why Boulevard Wheat is a best- seller, I feel that the beer has lost its novelty. It's satisfactory for an evening at Fridays, but at McNellies, there's so many other exceptional beers to consider. Franziskaner and Paulaner Hefeweizen are a couple alternatives. Explore. Point if you must.
12 comments:
Ahh...Franziskaner is my favorite! As for Boulevard Wheat, people order it as just boulevard all the time. I also have to stop and ask, "What type of Boulevard?" Then emerges the confused look on their face...and I proceed by saying, "Wheat?" Sure enough, that's the one!
As a brewwagier (a made up name for beer experts, equivalent to a sommelier from the wine world) I would like to think I too have developed my own practical theory on the matter. “Boulevard” did what every craft brewer strives for. They became the most requested craft brewed beer in a market. Making the decision to bring the product line into Tulsa was not a difficult one for the brewery, but finding a way to make a city that hates change and loves its AB products to request some faggot beer was going to prove quite an undertaking. Out of the entire line of Boulevard’s regulars, which would be the easiest to approach and how can it be distinguished beyond the others. Boulevard Wheat! Simple on the pallet, light in color, a little malty, effervescent, and they put a lemon wheel on the side of the glass. NOVEL IDEA!
“I saw some guy over there with a beer with a lemon on his glass, what beer is that?” “Oh, it’s boulevard, it’s ‘new’ and people really like it, it doesn’t have that beer taste to it. You wanna try one?”
It was that easy. Who’s not going to try something that might make them stand out, and it doesn’t taste gross.
Keep in mind these are the same people that would guzzle down a ‘bucket-o-swill’ on a random Tuesday night that this little craft house in KC has converted them to the upper echelon of Tulsa society, those same people that wouldn’t support their hometowns own brewpubs (Cherry Street Brewery & Tulsa Brewing Co.). How did Boulevard do it. Simple. They are from Kansas City, they understand people in Middle America (insert whatever stereotypical perception you think may apply). People can pronounce Boulevard. Wheat is a common crop grown round these parts. Fruit added to anything makes it cooler. Oh yeah, they showed up at every Tulsa event for about 3 years and hurled their Wheat beer at the Tulsa community like the US troops in Ethiopia.
Good for you Boulevard you just doubled your annual sales with one town, and you will even brew it in a 3.2% option, just for us. Boulevard opened my eyes to the world of craft brew long before I was old enough to spend much time inside a liquor store and look through the other beers. But I did my research and I knew that I would never settle for another Goliath beer again, “Boulevard” (wheat) turned me in to the beer thirsty, flavor seeking, beer bastard that I am today.
Bouly, where did you go wrong? Did you limit yourself by only bringing in one beer to the be door opener? Or was that the plan all along? Should we be grateful to you for you efforts to educate the ignorant and provide quality products at reasonable prices? Either way people in Tulsa know the name and use it to describe any wheat or non wheat ale or even lagers at times.
Whatever it is, I don’t drink em any more but I don’t hate it. Boulevard wheat is a necessity. People need to have that entry level craft brew that has been properly marketed and served across the Tulsa area.
Not really much of a theory.
Prosit
Nicely said Kyle. People like Boulevard Wheat, because it doesn't taste like what most people think of as strong beer. Drinking a Boulevard Wheat puts you in the ranks of "real beer drinker" to the ignorant consumer, without the hassle of actually having to drink real beer. Its the Riesling of the beer world. Not that its a horrible beer. You just compare it to anything outside of the American "wheat beer" genre.
On a side note:
It always fascinates how much people are willing to drink AB products, but don't actually like the taste of beer. How long did they train themselves to like Bud Light?
Wow, Kyle... you kill me.
Personally, I can't stand the stuff, but I'd rather people drink it than the "domestics." At least people willing to drink a beer with flavor, even if the flavor is lemon, might someday be willing to branch out into the good beers the world has to offer.
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