If you’re a fan of efficiency, prepare to hate everything you’re about to read. If you enjoy selling more beer, then strap in because variety packs continue to be a phenomenon in craft beer. After accelerating during the pandemic, they’ve continued pressing forward as craft’s largest growth category (in $), up 10% in the last 52 weeks. The blueprint for success has evolved significantly, requiring a more sophisticated and costly strategy in order to stay competitive. Here’s a twelve-pack of considerations to make sure your next Variety Pack has the winning combination.

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