It goes without saying that flagships are defined by their quality. There’s not enough ad money in the world to counter a poorly brewed beer, according to Deb Carey, president of New Glarus Brewing Company, best known for Spotted Cow. “Some declare a flagship and put up posters and market it that way, but that’s just not the way to go about it.”

Otto Dilba of Ale Asylum is a firm believer that no brewery can dictate what its flagship is going to be. “We had an inkling, a hunch, and that took off the most, but it’s really consumer-driven,” Dilba said. “If you’re just starting out then you put your brand out there and hope the consumer enjoys what you’re doing. That’s it.”

While it’s usually the allure of new brews that sinks flagship beers, Carey believes that there comes a time when every experimenting beer drinker gets tired of all the new brews. “Consumers have so many choices that they are overwhelmed or become tired of trying different things — they get brand fatigue,” she said. “What you do is you just hang in there and hope that someone will notice that you’re something worth purchasing again and again.”