In a packaging and marketing move to provide a unique opportunity for both their sales team to have a unique product in the market and a marketing hook to help bring in both fans and new consumers, West Sixth has debuted a new 12-pack that is sure to have other brewery owners rethink how variety packs can cater to a broader audience.
The Lexington, Kentucky brewery took an innovative approach with its newly launched Party Pack 12-pack, blending both beer and cider in one package.
“When you talk about variety packs, a lot of times, it’s a decision of, are we trying to get through a certain amount of beer? Or are you trying to create something that reflects you as a business?” Creative & Marketing Director Kelly Hieronymus said on a recent Brewer Mag Podcast.
For West Sixth, the goal was to design a variety pack that represented what their team would bring to a party. This led to the decision to include a cider along with its flagship IPA, a year-round Amber Ale, and a former seasonal turned year-round in Sunshade Wheat.
“The cider brainstorm became a whole other level — can we do this? It sounds kind of fun, and I think it would provide amazing variety,” Hieronymus said.
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While most variety packs consist solely of beer, West Sixth decided to challenge the traditional format by introducing their new fruited cider (Cherry Cider) into the mix. Hieronymus admits the idea raised questions on both the logistical and regulatory sides.
“We asked retailers, ‘Can we do this?’ and they didn’t have a direct answer either. But as long as we stayed within legal ABV limits, it was possible,” she said. The Party Pack has since found its place in craft beer sections of retailers, sitting alongside West Sixth’s Hop Pack 12-pack and other beer offerings.
From a business perspective, introducing cider into a beer variety pack not only diversifies the product lineup but also opens the door to attracting different kinds of customers. While some consumers might prefer a beer-heavy variety pack, others might be drawn to the cider inclusion. “It’s probably going to a party, so might as well make sure you’ve got something for everybody,” Hieronymus said, noting that the goal was to provide a dynamic lineup that could appeal to a broad range of tastes.
Breweries looking to implement similar strategies should consider how product diversity within their packs can serve as a reflection of their overall brand. The Party Pack mirrors a typical taproom experience where patrons can choose from a range of styles.
“It’s a combination of what we want to drink and what we think is going to sell,” she said.
One of the key debates in creating the Party Pack was whether to include West Sixth’s IPA, which is already available in multiple formats with the 12-pack, a six-pack, and 19.2-ounce singles. While it was a contentious decision, Hieronymus pointed out the importance of representing the brewery’s best-sellers in a pack designed for parties.
“Why would we put the IPA in there when they can already get it in other formats? But that’s also the argument for itself — it’s our most popular beer,” she said.
For other breweries considering adding cider to a variety pack or expanding their lineup in unique ways, Hieronymus’ advice is to think like a consumer. Understanding what people want to bring to gatherings — whether it’s beer, cider, or both — can be a key driver of success. Only out about a month now, West Sixth is still awaiting a more full sales dataset on the Party Pack, the response so far has been promising.
“We’re not removing any of our other 12-pack options,” Hieronymus said. “We’re adding this variety pack, which is an indicator that people want to see it.”
West Sixth will continue to evaluate how the Party Pack performs and use the data to inform future product decisions. The launch of the Cherry Cider in six-packs alongside the Party Pack may also lead to more cider-focused products.
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