For pretty much our entire history, if you weren’t at a bar or restaurant, you could only find Allagash White in a 4-pack of bottles. Four was just the right amount to break out for a special occasion. Sometimes people shared them. More often, those people would hide their 4-pack at the back of their fridge and save it for themselves.
To be candid, we went with that format because we had to. Back in the early 2000’s, six-packs of bottles were locked into a price point dictated by huge brewers who could actually make money selling beer for such a low price. We were small, and couldn’t have survived selling a six-pack of Allagash White for $6.99—largely because we chose to brew with the highest quality ingredients and put a ton of resources into our now seven-person dedicated lab, to make sure that every batch of Allagash White was as consistently delicious as possible. So we went with the four pack, which worked well for about twenty years.
Now, we’re in a position to change.
At the brewery, we’re lucky enough to enjoy Allagash White in a different way. We’ve always shared it liberally with friends at parties, barbecues, and gatherings—and I’ll note that I look forward to sharing it in the future, when gatherings are safe and responsible again. We don’t view Allagash White as only a just-for-me treat (though it is delicious) so much as we view it as a beer that improves so many other occasions.
For us, Allagash White is a particularly special beer. It built and continues to sustain our brewery. It has allowed us to give back to our community in so many different ways. The difficulty of brewing it has always kept us striving to brew more efficiently, sustainably, and with higher quality than ever before. And thanks to its balance, I personally still find new aspects of its citrusy, spicy, and hazy flavor to enjoy, 25 years after brewing the first batch.
Back in the early days at Allagash.
Which is why we’re so excited to bring Allagash White in 6-packs of bottles—with a new design that we think only serves to amplify how refreshing and balanced that beer is.
We practically hear what you’re thinking: 6-packs. Really? One of the oldest, most well-known beer formats is the big news?
Yes. It is.
It’s part of a monumental shift we’re making as a company. Really, if I’m being honest, it’s probably the biggest shift our brewery has made in its 25 years of business. In the past two years, we’ve introduced Allagash White in 4-packs of 16 oz. cans, 19.2 oz. cans, 12-packs of 12 oz. cans, and now 6-packs of 12 oz. bottles.
We want you to experience the joy of a can of Allagash White on a boat in the height of summer. We want you to sip on a bottle Allagash White, or two, while sitting on the edge of the couch during a big game. We want you to react with a proud, “yes,” rather than hesitation, when your friend says, “hey, that was good. Can I have another?”
So Allagash White is coming in 6-packs. And we can’t wait to share it with you in more ways than ever before.
Sincerely,
Rob Tod, Founder of Allagash Brewing Company.
