John Foyston of The Oregonian made a visit to Hood River to find out more about Full Sail's latest line extension, Session Black.
The brand's appeal is broad-based. It attracts drinkers with sophisticated palates who appreciate Session as an example of the kind of robust lagers brewed in the U.S. before Prohibition. Thanks to its packaging and pricing -- less than craft beers and on a par with Rolling Rock, Henry's and some imports -- Session is also a favorite among beer drinkers who are part of the Pabst Blue Ribbon backlash against what are perceived as snooty craft beers.
Though the PBR-word is never mentioned at the Hood River brewery, it's apparent enough to industry observers such as Tom Dalldorf, publisher of Celebrator Beer News, which covers the nation's craft-brewing scene. "The idea of co-opting PBRs industrial lage rcachet with a craft beer in a stubby was an awesome stroke of marketing genius for Full Sail," Dalldorf says. "Deschutes has the best-selling dark craft beer with Black Butte Porter so why not piggyback on their success with a dark lager -- an established tradition in Europe."
Session is available only in 12-packs of 11-ounce "stubby" bottles -- no kegs, quarts, or six-packs.
