America's most coveted beer evolves in a new era

• Limited releases each Black Friday drew fans nationwide, with some waiting hours in line to buy a single bottle.
• And the beer's variants — such as coffee, cherry or vanilla — showcased the craft beer industry's creativity.

Yes, but: Those days are mostly over and Bourbon County bottles sit on store shelves for weeks at a time.

The big picture: The industry is struggling to reach younger, health-conscious audiences.

• Increased competition and costs are driving production figures downward and leading to more closings and mergers.

What they're saying: Goose Island's leaders acknowledge the market has changed, but remain bullish on the brand's ability to survive while other breweries can't make it.

• "How do we stay relevant? … I think always having a new story. I'm always thinking about evolving," Todd Ahsmann, the company's president, said in a recent interview.

The latest: That evolution includes global distribution to overseas markets through its owner, Anheuser-Busch, to places where the beer remains extremely popular.

• Other efforts include new variants aged in barrels from famous spirits producers, such as Heaven Hill and 4 Roses.

The intrigue: Goose Island is now packaging its flagship Bourbon County in 10-ounce bottles sold in four-packs designed to lower the barrier to entry for the high-alcohol stout.

The bottom line: "We don't want people to treat these like trophies. We want them to open it and drink it," Ahsmann says.