April 1, 2015 - Athens, GA Terrapin Beer Co. knows that consumers want as many choices as possible when choosing a beer to share with their friends and family. In steps SKU Rationalization Double Session IPA, Terrapin's answer to an ever-growing fan base with ever-expanding needs.



Craft beer has grown considerably in total marketshare volume over the past few years; the shelves are filled to the brim with new, creative styles of beer and more are released every day. With the growing choice of flavors has come the growing choice of packaging options. Terrapin has kept an eye on this trend and is responding with the release of a brand new year-round beer with more packaging options than any other beer on the market. Not only will this give their consumer the level of choice they crave, it will put the Terrapin brand front-and-center by creating the optimal billboard effect on retail shelves.



"One of our core values here at Terrapin is to 'Exceed Customer Expectations'. With that in mind, we do our best to keep a finger on the pulse of industry trends," said Terrapin's Vice President of Sales & Marketing Dustin Watts. "What we've been hearing is that our consumers are asking for a brand that offers tons of package options at the retail level, and we firmly believe that Terrapin SKU Rationalization will deliver on the promise we've made through our company values."



From the label:

“SKU Rationalization Double Session IPA brings freedom to craft beer lovers like never before. No more will you have to compromise taste for choice with this massively-hopped, subtly-malted, best-of-both-worlds IPA. Three beers or eight? Cans or bottles? Two beers in a session, or two sessions of beers? The choice is yours, and the sky is never the limit."



ABV: 4.6x2%

IBU: 89.539

OG: 19.3



Hops: Apollo, Cascade, Tettnang, Columbus, Liberty, Pacific Gem (dry hop)

Malts: 6-Row Pale, Flaked Rye, CaraPilsner, Victory



SKU Rationalization will be available in the following package formats: 32 oz. single bottles, 3-packs of 19.2 oz. cans, 3-packs of 12 oz. bottles, 8-packs of 12 oz. bottles, 11-packs of 12 oz. cans, 11-packs of 12 oz. bottles, 17-packs of 12 oz. cans, 17-packs of 12 oz. bottles, 37-packs of 12 oz. cans, 1/6 BBL kegs, 1/4 BBL kegs, 1/2 BBL kegs, and 1 BBL kegs. Terrapin will also soon begin a program allowing individual retailers to create customized package formats unique to their business.