Millennial beer drinkers are attracted to the “newest, hottest, and rarest” releases in the beer industry, with no respect or appreciation for the “oldies but goodies”; the core beer brands. These core or “flagship beers” have not only been around and loved for generations, but they are also the brews that bring in the steady sales for sturdy ongoing revenue for the entire industry. As a result of this millennial attitude, there has unfortunately been a demise of flagship beers. In an attempt to save them from disappearing, a new campaign called #FlagshipFebruary, will be a month-long international celebration of these beers in places like Chicago, Seattle, Portland, Philadelphia, and all the way to South Africa and New Zealand, and hopefully plenty more.
Source: Forbes, January 2019