As part of the general revolt against the microbrew craze, Full Sail found itself unable to compete with 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 would not sufficiently turn the tide, so they created an entirely new concept: a macro-brew from a micro brewery. This brand would be populist and authentic in nature, hip at heart, with a premium taste profile. It would only be available in 12-packs, 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. Today, Full Sail sells more Session than all of their other brands combined and is the single greatest product success in the brewery’s history. Hmm, speaking of glory days.
— Sandstrom Partners