Has SweetWater Cracked the Seasonals Code?

Dear Client:It's barely August, but Oktoberfest beers already abound.Seasonals have been tough for many big craft brewers lately. They're down around 5% YTD and in the latest 12 weeks per mid-July IRI numbers. And the rhetoric is about to get worse, as more than a few distributors have complained about all the pumpkin beers they got stuck with last year.That's partly why SweetWater new sales and marketing chief Paul "PK" Kirbabas is helping to overhaul their approach to seasonals, from