well they seem to be doing a reasonable job although like a lot of things I think they are charging way more than I want to pay for their product.
That's almost every commercial beer nowadays.
I don't know all the rules/conventions with distributors, but it seems like except in rare cases all beers in one package size from a given brewery are the same price. i.e. all sixers from a given brewery will be $10.99, unless it's an 8%+ ABV RIS, IIPA, etc. Sometimes the price is even the same for those beers. I'm surprised you don't see breweries put out a loss leader at a low price, say 8.99/6 for session IPA. then charge $10.99 for the other beers. Maybe it's a distributor thing, but I would think if you could push volume with a lower priced offering it would be worth it for the brewery. Not only could you move volume but you get your name out there in a very crowded market.
In a way Founder is doing this with some slightly discounted pricing on 15pks of All Day. I'm seeing them on special for $16. The weird thing is you don't get the same deal for a sixer. At least not where I shop. Sixers of All Day are still $9.99, or whatever. Either way, I think they're doing the right thing with the 15pk. I think you'll start seeing more of that. In the long run craft beer drinkers are going to gravitate to good tasting beers with better value. You can only buy so many 22s at $8 a pop before you need a second mortgage.