Single Crush arrives at Coop: when an iconic beer makes way for a new generationLog-Out & Live: 10 years of history and a lot of respect
Log-Out & Live is a beer we launched almost 10 years ago.
At the time, it was a modern, expressive American Pale Ale, amber in colour with notes of pine, fir and tropical fruits, and a bold, assertive bitterness.
It was a beer with character, appealing to craft beer lovers, the curious and pioneers.
For years, it found its audience.
Then, about five years ago, we noticed something: sales were declining.
So we asked ourselves the right questions. The real ones.
- Does the beer no longer appeal ?
- Is the recipe outdated ?
- Have we missed something ?
The answer surprised us with its simplicity:
👉 the beer is still very good.
👉 but consumption habits have changed.
When a style declines, it is not a failure.
Tastes evolve.
This is neither a mistake, nor a betrayal, nor a renunciation.
The very bitter, resinous, ‘West Coast style’ IPAs marked an era. Today, they appeal to a smaller, more knowledgeable audience. Meanwhile, another family of beers has taken over.
Why Hazy IPAs are a real trend (and not just a fad) ?
Les Hazy IPAs aren't just an Instagram trend. They meet very specific expectations:
✔️ More accessible: less upfront bitterness
✔️ More aromatic: exotic fruits, citrus, freshness
✔️ Smoother on the palate
✔️ Easier to drink for a wider audience
They appeal to:
- beergeeks, for their aromatic complexity
- non-connoisseurs, because they are not ‘intimidating’
This is exactly what happened with Single Crush.
Single Crush : the crush that turned into a serious relationship
Single Crush, was first brewed as a special edition. No pressure. Just to see how it would go.
The result:
👉 an instant hit
👉 overwhelmingly positive feedback
👉 a beer that people drank, drank again, and recommended
So we made a clear choice:
Single Crush is joining the permanent WhiteFrontier range.
It's a 5.5% Hazy IPA, ultra-fresh, fruity, brewed with carefully selected aromatic hops.
A beer in tune with the times, without compromising on quality.
What's more, we're officially launching it on 14 February at the Taproom during Beer Love Day.
Why she comes to Coop ?
At Coop, our mission is simple:
to offer a craft beer that meets current consumer expectations without compromising our identity.
👉 Single Crush will be available at Coop in packs of four at the end of February.
👉 It will also be available:
- in keg for professionals
- at the Taproom in Martigny
- in cans
Can, Keg, Taproom : a beer designed for today ?
We see it every day:
cans are becoming the logical format for craft beer.
- better protection against light
- better preservation of aromas
- lighter, more sustainable
- perfect for professional service and events
👉 For restaurants, bars and festivals, the can is a real opportunity.
(We discuss this in more detail here: Why professionals should switch to cans 👀
And for die-hard fans of Log-Out & Live?
Don't worry:
Log-Out & Live isn't going away.
👉 It will still be available:
- on keg
- at the WhiteFrontier Taproom in Martigny
- for professionals who want to continue offering it
Because some beers aren't meant to disappear. They just find their place elsewhere.
In summary
Replacing Log-Out & Live at Coop isn't turning the page.
It's accepting that the market is changing, listening to consumers, and continuing to brew beers that make sense today.
And today, clearly...
the crush has become serious. 💙🍺
