As part of the general revolt against the microbrew craze, Full Sail found itself unable to compete with its high quality craft beers against the surging Pabst Blue Ribbon brand that was gaining traction as the hip brand to drink. Sandstrom and Full Sail determined that a new beer product would not sufficiently turn the tide, so they created an entirely new brand: a macro-brew from a micro brewery. This brand would be populist and authentic in nature, hip at heart, with a premium taste profile. Its 12-pack cases would be priced just above a 6-pack micro, and would be bottled in the once ubiquitous 11-oz. stubby bottles from the glory days of American brewing. The year it launched, Session became the fastest growing brand in the entire craft brewing category—nationwide. It’s now available in 6-packs, and multiple flavors.