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"Size, ownership and production methods" sure sounds a whole lot like "small, independent and traditional," doesn't it? Discussions of what does or doesn't constitute a "craft" spirit typically focus on those 3 criteria, according to an interesting dip into the topic from PUNCH. Not surprising that these criteria very similar to those tossed around in parallel beer discussions. Similarities abound but debates in spirits world include a coupla added complexities. Familiar: "every producer wants the definition of craft to describe what they do," one distiller told the online mag; "the word 'craft' is unregulated in advertising and labeling," so "pretty much any producer can call itself a craft spirit"; largest spirits producer, Diageo, announced plans to be "the number one craft distiller in North American whiskey in the US." (Recall, MC calls itself biggest craft brewer in US.) Unfamiliar: multiple organizations and associations each have separate membership requirements based on production sizes/techniques and ownership; due to the varying ways different types of spirits are made, drawings lines based on production methods could be even more difficult than for beer.
Small spirits producers can purchase alcohol distilled elsewhere in bulk and re-bottle it, for example. That's often considered decidedly un-"craft"-like, but for some gins, base ethanol is "redistilled with hand-selected botanicals," so "the craft doesn't involve the actual making of any alcohol" but selecting those botanicals. Blending whiskeys comes with its own similar caveats. Another interesting twist, tho most assns measure members based on annual sales or production, that "rankles some." Indeed, using an annual production cap "guarantees the excommunication of many pioneering craft distillers as they grow and expand. Or the cap is nudged upwards as the industry grows, weakening the term." Hmm. "The overall annual output may matter less than the size of each production run in defining craft," the author determines.
So "agreement on what's craft remains feral and elusive," and "the rabbit hole, as beer brewers learned long ago, is deep and lacks illuminated exit signs." The author admits he's "come to think that producers would do well not to worry all that much about defining craft." And in a final interesting parallel, head of the American Distillers Institute and craft beer pioneer behind Buffalo Bills brand, Bill Owens said "my goal now is truth in labeling."
Small spirits producers can purchase alcohol distilled elsewhere in bulk and re-bottle it, for example. That's often considered decidedly un-"craft"-like, but for some gins, base ethanol is "redistilled with hand-selected botanicals," so "the craft doesn't involve the actual making of any alcohol" but selecting those botanicals. Blending whiskeys comes with its own similar caveats. Another interesting twist, tho most assns measure members based on annual sales or production, that "rankles some." Indeed, using an annual production cap "guarantees the excommunication of many pioneering craft distillers as they grow and expand. Or the cap is nudged upwards as the industry grows, weakening the term." Hmm. "The overall annual output may matter less than the size of each production run in defining craft," the author determines.
So "agreement on what's craft remains feral and elusive," and "the rabbit hole, as beer brewers learned long ago, is deep and lacks illuminated exit signs." The author admits he's "come to think that producers would do well not to worry all that much about defining craft." And in a final interesting parallel, head of the American Distillers Institute and craft beer pioneer behind Buffalo Bills brand, Bill Owens said "my goal now is truth in labeling."
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04/25/2014
Coney Island Dials Back the Carny, Aims for Broader Ties to Iconic Beach Community in Rebranding
There may be quite a bit of carny in Alan Newman, but he's moved decisively to take the carny out of Coney Island. Rebranding of line acquired from Shmaltz Brewing by Alan's Alchemy & Science collaboration with Boston Beer plays up ties to working man's resort in Brooklyn with classic images of ferris wheel, parachute drop and roller coaster, but sideshow elements like racy visual double entrendre of Albino Python spice beer have been swept away, just like brand's tiny brewery in Coney was by Hurricane Sandy a year and a half ago.
"Jeremy's stuff was awesome, and we have no intent to sanitize the brand," said Newman's longtime associate, Stacey Steinmetz, referring to Shmaltz founder Jeremy Cowen, who continues independently with his He'Brew brand while contract-brewing Coney Island at his new brewery in Clifton Park, NY, near Albany. "But we needed to make it a little more accessible. Coney Island is so much more than a sideshow." Intent is to celebrate the beach, the boardwalk, all aspects of locale. Brewer has approached likes of Luna Park, Aquarium and Coney Island Alliance about ways to partner. A&S continues to seek site for brewery, this time at production scale, but real estate hunt ain't easy, A&S execs said.
With view to broadening brand's presence, co has dropped Coney Island's familiar 22-oz bottles in favor of 6-packs while maintaining draft availability and launching seasonal program, starting with Tunnel of Love Watermelon Wheat. Year-round SKU's are Mermaid Pilsner (tattooed mermaid looks more like Williamsburg hipster than classic siren of old) and Seas the Day India Pale Lager, sessionable golden lager that offers citrus shock but clocks in at just 55 IBUs. Early marketing initiatives include Back to the Boardwalk sweeps for summer gear.
Tho A&S had signaled it would retreat from presence in 30 states to narrower focus to core NY market, it's done so with a vengeance: to a single distributor, Manhattan Beer, meaning brand no longer is available even in neighboring NJ. That's in interest of tight focus, Stacey explained: "There's a lot of rebuilding to do."
If Coney Island branding is repressing some if its more gleeful instincts, that's certainly not true for Newman, who was in characteristic form last night at Brazen Fox in NY's East Village. Alan noted that, after leaving Magic Hat tired of endless grind of working beer bars, he was about to fax contract to acquire snack brand when Boston Beer's Jim Koch called to suggest teaming up. That fluke of timing was what brought him back into beer after all. Newman freely reminisced about Magic Hat days, including time when Anheuser-Busch approached co about purchase. Alan worried out loud about cultural differences between cos, to skepticism of A-B guys. Well, do you administer drug tests to job applicants? he asked. Yes, and if applicants don't pass, they don't get hired, was response. There's a cultural difference for you, Alan says he told them: the policy was just the opposite at Magic Hat.
"Jeremy's stuff was awesome, and we have no intent to sanitize the brand," said Newman's longtime associate, Stacey Steinmetz, referring to Shmaltz founder Jeremy Cowen, who continues independently with his He'Brew brand while contract-brewing Coney Island at his new brewery in Clifton Park, NY, near Albany. "But we needed to make it a little more accessible. Coney Island is so much more than a sideshow." Intent is to celebrate the beach, the boardwalk, all aspects of locale. Brewer has approached likes of Luna Park, Aquarium and Coney Island Alliance about ways to partner. A&S continues to seek site for brewery, this time at production scale, but real estate hunt ain't easy, A&S execs said.
With view to broadening brand's presence, co has dropped Coney Island's familiar 22-oz bottles in favor of 6-packs while maintaining draft availability and launching seasonal program, starting with Tunnel of Love Watermelon Wheat. Year-round SKU's are Mermaid Pilsner (tattooed mermaid looks more like Williamsburg hipster than classic siren of old) and Seas the Day India Pale Lager, sessionable golden lager that offers citrus shock but clocks in at just 55 IBUs. Early marketing initiatives include Back to the Boardwalk sweeps for summer gear.
Tho A&S had signaled it would retreat from presence in 30 states to narrower focus to core NY market, it's done so with a vengeance: to a single distributor, Manhattan Beer, meaning brand no longer is available even in neighboring NJ. That's in interest of tight focus, Stacey explained: "There's a lot of rebuilding to do."
If Coney Island branding is repressing some if its more gleeful instincts, that's certainly not true for Newman, who was in characteristic form last night at Brazen Fox in NY's East Village. Alan noted that, after leaving Magic Hat tired of endless grind of working beer bars, he was about to fax contract to acquire snack brand when Boston Beer's Jim Koch called to suggest teaming up. That fluke of timing was what brought him back into beer after all. Newman freely reminisced about Magic Hat days, including time when Anheuser-Busch approached co about purchase. Alan worried out loud about cultural differences between cos, to skepticism of A-B guys. Well, do you administer drug tests to job applicants? he asked. Yes, and if applicants don't pass, they don't get hired, was response. There's a cultural difference for you, Alan says he told them: the policy was just the opposite at Magic Hat.
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Coronado Brewing just launched in Wisconsin, it's 3rd new state in 2014, as it continues to expand footprint further east (Mass in Jan & Philly at very end of Mar). River City Distributing launched brand in Madison earlier this week, and Dean Distributing will rollout Green Bay market Friday, co announced via its blog. Coronado also plans to ramp up restaurant side of the biz with a "new (brewpub) location in Imperial Beach," seating about 80, and including "15-16 taps, growler refills and also retail product…shooting to open in July," co-founder Ron Chapman told Imperial Beach News. That's a little smaller than the Coronado, CA location, which grossed $3.5 mil in 2013, up 10% from yr prior, noted paper.
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Famed heavy-metal brand from Munster, Ind, 3 Floyds Brewing plans to triple capacity to around 100K bbls after securing financing for the $10 mil project. Founded in 1996, 3 Floyds has built its reputation on its music-inspired beers and label art and of course much-discussed Dark Lord Imperial Stout and associated Dark Lord Day (coming up this weekend). Besides much more capacity, expansion will include addition of 5-story distillery, according to DNAinfo report, something co-founder Nick Floyd has "wanted to do for nine years." Part of the plans for the spirits operation is to turn Dark Lord into a pretty unique whiskey and create an in-house version of "rare Chinese spirit" Maotai. Even tho the expansion will triple its beer-making capabilities, the co "still probably won't be able to meet the current demand for its beers at Chicago bars and liquor stores," according to the paper. Meanwhile, the co decided to sell a small property in Chicago proper that at one point had been tagged as a future location for a 3 Floyds brewpub, Crain's Chicago Business reported. Public records indicate 3 Floyds sold the bar spot for $135K after purchasing it for $160K a couple years ago. But that $25K-loss can be quickly made back come Saturday's Dark Lord Day.
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04/25/2014
Self-Distribution Laws Associated with Near 2X Craft Breweries, 2.5X Craft Production Per Capita
New cut of Brewers Assn's data from staff economist Bart Watson shows striking correlation between states that allow self-distribution and those with bigger craft markets. Tho not necessarily a surprising outcome and no causation can be definitively proven, as Bart reminds, this is first time we've seen any data applied to connection between state laws governing small brewers and relative number and size of small brewers within those states. Bart compared craft breweries per capita and craft production per capita (both of 21+ adults) by state for 15 states plus DC that bar self-distribution and 33 states that allow it (3 states with limited self-distribution not included here), according to BA. Avg breweries per capita in states that allow self-distribution nearly twice that of states that bar it. Breweries per capita average 1.41 in states that let small brewers distribute their beer, tho individual state stats range from just 0.5 up to well over 6. Not a single state that doesn't allow the practice has a brewery per capita rate over 2, averaging about 0.77.
As expected, similar results when comparing craft production per capita in these 2 sets of states. All but 1 state that bars self-distribution had a craft production per capita rate under 3 gals in 2013; all in, this group averaged 1.05 gals of craft production per 100K 21+ adult. Conversely, states that allow self-distribution averaged 2.52 gals/capita. Avg populations of self-distribution states generally larger, Bart told CBN, about 5.1 mil 21+ adults vs 3.7 mil in states that don't allow self-distribution. But Calif skews those stats: take it out of self-distribution states and avg 21+ population more like 4.4 mil, according to Bart. Tex and NY also among states that allow self-distribution, tho not Fla.
The BA fully supports "a truly independent three-tier beer distribution system," Bart reminds right away before noting that "not all brewers or brands have adequate sales levels to find distribution." Allowing self-distribution for new or very small brewers lets distribs "see the success of brands/brewers before they bring them into distribution." So legalizing the practice seems "a common-sense solution" to Bart. This analysis didn't take into account varying production caps some states use, above which brewers may no longer be able to self-distribute. Differences in those caps not likely to affect brewery counts, Bart suggested to us, but "if the cap was set ludicrously low it might still deter entry." Possible that such caps could affect craft production tho. In his post, Bart reminds that "self-distribution laws are only one part of a more complex regulatory environment" that may contribute to craft growth in states that have them on the books. And those "individual regulatory environments of the states will be a powerful force in structuring" relationships between brewers and their fans. Indeed, Bart predicts that "in the medium/long run, the most important stories about craft brewing are state stories."
As expected, similar results when comparing craft production per capita in these 2 sets of states. All but 1 state that bars self-distribution had a craft production per capita rate under 3 gals in 2013; all in, this group averaged 1.05 gals of craft production per 100K 21+ adult. Conversely, states that allow self-distribution averaged 2.52 gals/capita. Avg populations of self-distribution states generally larger, Bart told CBN, about 5.1 mil 21+ adults vs 3.7 mil in states that don't allow self-distribution. But Calif skews those stats: take it out of self-distribution states and avg 21+ population more like 4.4 mil, according to Bart. Tex and NY also among states that allow self-distribution, tho not Fla.
The BA fully supports "a truly independent three-tier beer distribution system," Bart reminds right away before noting that "not all brewers or brands have adequate sales levels to find distribution." Allowing self-distribution for new or very small brewers lets distribs "see the success of brands/brewers before they bring them into distribution." So legalizing the practice seems "a common-sense solution" to Bart. This analysis didn't take into account varying production caps some states use, above which brewers may no longer be able to self-distribute. Differences in those caps not likely to affect brewery counts, Bart suggested to us, but "if the cap was set ludicrously low it might still deter entry." Possible that such caps could affect craft production tho. In his post, Bart reminds that "self-distribution laws are only one part of a more complex regulatory environment" that may contribute to craft growth in states that have them on the books. And those "individual regulatory environments of the states will be a powerful force in structuring" relationships between brewers and their fans. Indeed, Bart predicts that "in the medium/long run, the most important stories about craft brewing are state stories."
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04/25/2014
Craft $$ +21% for 52 Wks in NY Multi-Outlet; Near 16 Share in Foodstores; Boston On Fire Here Too
NY craft $$ up 21%, up to 7 share in IRI multi outlet + conv stores for 52 wks thru Apr 6, noted consultant Bump Williams in recent speech to NY distribs. That's up 18% to 2.9 mil cases in same time, even better than natl trends. And craft well ahead of the curve in NY foodstores compared to natl trends; already 15.75 share of $$ thru Apr 6, a full 2 share points ahead of natl share for 52 wks thru Mar 23. Note that NY IRI data a better reflection of upstate trends, where chains more prevalent, than more indie-oriented NYC.
Surprise surprise, Boston Beer leading craft charge in NY too; $$ up about 20% in foodstores, gaining full share point in 52 weeks thru Apr 6 to 6.6. Sam Seasonal brand up 16%, now the 9th highest selling brand in NY foodstores. It's ahead of Miller Lite (-3.3%) in NY. Boston Lager (+9%) is only other craft brand in top-20 overall brands in NY, ahead of Busch Light (-3.5%), Bud Light Lime (-17.5%) and Pabst Blue Ribbon (+7.2%). Then there's Angry Orchard Crisp Apple more than doubling sales again, +141%. Indeed, 7 of top 20 fastest growing brands in NY were Boston Beer (5 Sam Adams, 2 Angry Orchard). Four other craft cos made the top-15 vendors list in NY foodstores. FX Matt sales (+5%) ahead of Mark Anthony and Pabst (each down 8%). Sierra Nevada up 16%, well above co's natl trend (+7% for 52 wks thru Mar 23, closer to +3% in 2014). And two NY craft cos - Brooklyn (+25%) and Southern Tier (+53%) - coming on strong, each up 0.2 share for 52 weeks thru Apr 6.
Surprise surprise, Boston Beer leading craft charge in NY too; $$ up about 20% in foodstores, gaining full share point in 52 weeks thru Apr 6 to 6.6. Sam Seasonal brand up 16%, now the 9th highest selling brand in NY foodstores. It's ahead of Miller Lite (-3.3%) in NY. Boston Lager (+9%) is only other craft brand in top-20 overall brands in NY, ahead of Busch Light (-3.5%), Bud Light Lime (-17.5%) and Pabst Blue Ribbon (+7.2%). Then there's Angry Orchard Crisp Apple more than doubling sales again, +141%. Indeed, 7 of top 20 fastest growing brands in NY were Boston Beer (5 Sam Adams, 2 Angry Orchard). Four other craft cos made the top-15 vendors list in NY foodstores. FX Matt sales (+5%) ahead of Mark Anthony and Pabst (each down 8%). Sierra Nevada up 16%, well above co's natl trend (+7% for 52 wks thru Mar 23, closer to +3% in 2014). And two NY craft cos - Brooklyn (+25%) and Southern Tier (+53%) - coming on strong, each up 0.2 share for 52 weeks thru Apr 6.
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Two of nation's burgeoning craft-centric chains, HopCat and Yard House, will open new locations in 2014, and plan to expand footprint nationwide in coming yrs. Yard House debuts new 14K sq-ft, 130+ taps Orlando location this Thursday; its 53rd location nationwide, reported Orlando Sentinal. This is 1st Orlando location after Orlando-based Darden Restaurants purchased Yard House for $585 mil. Yard House sales "have gone up and down over the last three quarters" and "stockholders are particularly unhappy these days with profit declines amid sales slumps at Darden's signature brands, Olive Garden and Red Lobster," noted paper. Darden eventually lookin' to reach 180-200 Yard House locations, opening about 8-10 per yr. There's likely room for 1-2 more in Orlando area alone, thought prexy, Craig Carlyle. Other new Yard Houses opening this yr include: Portland, Oreg this spring, Tuscon, Ariz this summer, followed by Greenville, SC, Dallas, Tex and Springfield, Va. "Each restaurant generates more than $8 million a year," over 2x more than Red Lobster or LongHorn Steakhouse revs, sez paper. Editor's note: that's over $400 mil in revs per yr already, and would be well over $1 bil if/when it reaches 180-200 locations. Nearly 40% of Yard House sales are from beer and other alcohol, which is well above other chains "such as Buffalo Wild Wings and Darden's Bahama Breeze, where the percentage is in the low 20's," added paper.
Then too, Mich-based HopCat plans to open its 1st out-of-state location (3rd location total) this August in Broad Ripple neighborhood of Indianapolis, IN. This 9600 sq-ft location will have 130 taps, with half of craft taps delegated to local cos, reported Indy Star. Project will cost $2.5 mil according to Indianapolis Business Journal. Instantly, HopCat becomes "city's largest beer bar," in budding craft scene where 13 new breweries will open in 2014, bringing city total to 36 (see CBN vol 5 no 8). "HopCat will hire 100 people for its Broad Ripple location," sez IndyStar. Co also plans to open "another 10 to 15 nationwide," added paper, starting with new, even larger Detroit location: 11,000 sq-ft, $3.3 mil, 130 taps, and 100 employees according to CBS Detroit.
Keep up with us between issues at our blog, and on Twitter: @BeerInsights, @CraftInsights and @ BevInsights
Then too, Mich-based HopCat plans to open its 1st out-of-state location (3rd location total) this August in Broad Ripple neighborhood of Indianapolis, IN. This 9600 sq-ft location will have 130 taps, with half of craft taps delegated to local cos, reported Indy Star. Project will cost $2.5 mil according to Indianapolis Business Journal. Instantly, HopCat becomes "city's largest beer bar," in budding craft scene where 13 new breweries will open in 2014, bringing city total to 36 (see CBN vol 5 no 8). "HopCat will hire 100 people for its Broad Ripple location," sez IndyStar. Co also plans to open "another 10 to 15 nationwide," added paper, starting with new, even larger Detroit location: 11,000 sq-ft, $3.3 mil, 130 taps, and 100 employees according to CBS Detroit.
Keep up with us between issues at our blog, and on Twitter: @BeerInsights, @CraftInsights and @ BevInsights
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04/22/2014
Fla Bill Heads to Full Senate
Fla's latest hotly-debated beer bill (see last issue) voted out of committee yesterday by 9-4 vote, according to goo-gobs of local press. Indeed, media interest in presenting brewer-centric point of view continues to grow even as legislators voting largely on side of wholesalers. Much Fla press feeding off of "battle" lines and small-brewer screams of seeming "Mafia"-like or even un-American activity. Most vocal consumers still convinced it's big brewers, rather than wholesalers, working to keep small brewers down. But pols seemingly unconvinced is as bad as small brewers say. Tho both sides pushing hard, time's running short with legislative session ending May 2, especially with likely absence of any compromise. As noted previously, only brewers producing less than "2000 kegs," or 1000 bbls, allowed to sell packaged beer on site among other current allowances, tho cap could be amended before final version of bill voted on. Aside from AB, just 4 brewers produced more than that in 2013; 4 others expected to pass that mark in 2014, according to Jacksonville Biz Jnl. Meanwhile, House versions of any bills have remained stalled. Could no legislative action at all be best-case scenario?
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04/22/2014
Family Ties Lure Two Brothers to Ariz with New Cavalier Biz, "Ready" But No Rush for Brewery
Illinois-based Two Brothers Brewing is heading to Arizona to sell its own beer, sell other craft beers as part of joint venture with Cavalier Distributing and see some family along the way. The brewery founded by brothers Jason and Jim Ebel, also founders of Windy City distribution biz (sold to Reyes Bev Group in 2012 for around $70 mil), grew over 50% in 2013, up about 13K bbls to 36K. Ariz will be just 8th state for TBBC brands, focused in 6 Midwest and Mid-Atlantic states, plus Fla. So why the big jump? The brothers have family in the area, Jason told CBN, so it's a market they've visited often and know well. Eventually, the co plans to build a brewing facility in Ariz too.
As far as the distribution biz is concerned, the Ebels and Cavalier founder George Fisher initially took "two paths" towards opening Cavalier of Ariz: seeking its own distribution license in the state and also looking at smaller craft-only distribs that may be interested in selling. But it's looking like operation "will be starting from the ground up," Jason told us, hoping for it to be up and running by Sept 1. They've already identified a 13K sq ft warehouse for the operation. The warehouse and the entire fleet of trucks will be entirely refrigerated, prepped for hot Ariz weather. No indication of how many brands outside of Two Brothers will be on board at launch, tho Jason said all will be new to Ariz market and they promise to be "very selective" towards "creating the best book" in state, he told us.
As opposed to when the brothers opened Windy City in Chicago, they are "in a position now where we can do it right from the start." Investing in Windy City "stunted our own growth" for Two Brothers, Jason shared, which "could have grown faster early on if we wanted to." Along with Windy City's success (and lucrative sale) came strong distribution experience. Experience in both tiers makes the team "attractive" to brewers, Jason believes, who had a number of brewers approach him about possible distribution after word got out about the new distribution biz. While every market may not be able to sustain it, Jason sees more opportunities for craft-only distributors to open. "Who's the Windy City" in a given market, he asks. But new distribs "need to be taken seriously" by retailers that already have lots of brands and deliveries.
In early 2014, Two Brothers got a "good start considering the weather" in early 2014, Jason told us, +18% across the first quarter. NYC biz growing even faster, up 33% for same period. The co hopes to hit +25% growth by year-end, hitting about 45K bbls. Almost a quarter of its biz in flagship Domaine DuPage, French-style "Country" (or farmhouse, saison) style ale. Two Brothers' fastest grower, Sidekick Extra Pale Ale, now about 18% of its biz, at 5.1% ABV and one of few canned offerings. Its seasonal line falls in behind at about 14%. Two Brothers is "not in a hurry to build a brewery" in Ariz, Jason told CBN, but is "ready to start the brewery project when the right spot presents itself." In the meantime, work in Ariz will remain "focused on the distribution side."
As far as the distribution biz is concerned, the Ebels and Cavalier founder George Fisher initially took "two paths" towards opening Cavalier of Ariz: seeking its own distribution license in the state and also looking at smaller craft-only distribs that may be interested in selling. But it's looking like operation "will be starting from the ground up," Jason told us, hoping for it to be up and running by Sept 1. They've already identified a 13K sq ft warehouse for the operation. The warehouse and the entire fleet of trucks will be entirely refrigerated, prepped for hot Ariz weather. No indication of how many brands outside of Two Brothers will be on board at launch, tho Jason said all will be new to Ariz market and they promise to be "very selective" towards "creating the best book" in state, he told us.
As opposed to when the brothers opened Windy City in Chicago, they are "in a position now where we can do it right from the start." Investing in Windy City "stunted our own growth" for Two Brothers, Jason shared, which "could have grown faster early on if we wanted to." Along with Windy City's success (and lucrative sale) came strong distribution experience. Experience in both tiers makes the team "attractive" to brewers, Jason believes, who had a number of brewers approach him about possible distribution after word got out about the new distribution biz. While every market may not be able to sustain it, Jason sees more opportunities for craft-only distributors to open. "Who's the Windy City" in a given market, he asks. But new distribs "need to be taken seriously" by retailers that already have lots of brands and deliveries.
In early 2014, Two Brothers got a "good start considering the weather" in early 2014, Jason told us, +18% across the first quarter. NYC biz growing even faster, up 33% for same period. The co hopes to hit +25% growth by year-end, hitting about 45K bbls. Almost a quarter of its biz in flagship Domaine DuPage, French-style "Country" (or farmhouse, saison) style ale. Two Brothers' fastest grower, Sidekick Extra Pale Ale, now about 18% of its biz, at 5.1% ABV and one of few canned offerings. Its seasonal line falls in behind at about 14%. Two Brothers is "not in a hurry to build a brewery" in Ariz, Jason told CBN, but is "ready to start the brewery project when the right spot presents itself." In the meantime, work in Ariz will remain "focused on the distribution side."
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Today is the release date of "The Craft Beer Revolution: How a Band of Microbrewers Is Transforming the World's Favorite Drink" by Brooklyn founder and former journalist Steve Hindy. It is a succinct and impactful history of the craft movement and many of its players, written by an insider (Steve has served long stints on both the Brewers Assn and Beer Institute boards). He gives readers a front-row seat at several controversial and significant debates he was neck-deep in over the years, including the merging of the Brewers Assn and Assn of Brewers, the CARE Act and Boston Beer's early wins at the Great American Beer Festival to name just a few. The chapter on the battles/debates between Boston Beer chairman Jim Koch and Steve over 20 yrs ago contains some of the book's most riveting material. As usual, Steve courts some measure of controversy and the book benefits from that.
Indeed, Jim Koch's blurb on the back cover reads: "While Steve Hindy and I still disagree about many things, including some of his stories in this book, no one has done a better job of bringing to life the cast of characters who created the craft beer revolution." The book contains literally dozens of brief, informative and well-crafted profiles of craft brewers. They are wildly varied and have a cumulative effect, painting a portrait of craft's growing power across the US beer biz. Steve's role in craft's history alone would make this one of the most useful and engaging books on craft yet published. But he goes well beyond that, packing a lot of info, insight and heart into a relatively slim volume. (Note: CBN publisher/editor Benj Steinman was an early reader of this book and is thanked in the author's note.) Other reviews are starting to roll-in. "The Craft Beer Revolution is a great read," said Fortune. Steve "not only knows how to write but was also in the trenches." Businesweek called the book "straightforward and entertaining."
Ironically, given recent events, the chapter on beer distributors called "Jailbreak" is quite possibly the book's best. And it heaps praise on distributors, their role in craft's growth and "natural alliance" with craft brewers. The tone is so unlike Steve's unfortunate NY Times column penned for the BA, which slammed "archaic" laws, the "so-called 3-tier system" and distribs sitting on brands. There's a big disconnect. In his book, Steve says: "One of the main reasons for the incredible growth of craft beers since the mid-2000s has been the willingness of large distributors across the country to acquire craft brands and educate their sales forces to sell those brands. This is nothing short of a sea change in the US beer business."
Even in his prologue, Steve sounds a much more collegial tone regarding distribs: "Like the craft brewers, most of these distributors were relatively small community based businesses. Initially the obvious natural alliance-craft brewers and community-oriented distributors faced some barriers, but they have begun to come down and the strength of the alliance has grown." Why didn't the NY Times column say any of this? In a further irony, Steve worked with distribs to help pass the NY state franchise carve-out. Yet Steve's column has become a lightning rod for distrib anger in recent weeks and is sure to be a subject of much discussion at next week's NBWA Spring Legislative Conference (along with many comments at Craft Brewers Conference). This book should be part of the discussion too.
Steve will appear at the New York Public Library this Friday with BA prexy Charlie Papazian and New Belgium co-founder Kim Jordan to discuss the book and other matters craft. Should make for a very interesting evening.
Indeed, Jim Koch's blurb on the back cover reads: "While Steve Hindy and I still disagree about many things, including some of his stories in this book, no one has done a better job of bringing to life the cast of characters who created the craft beer revolution." The book contains literally dozens of brief, informative and well-crafted profiles of craft brewers. They are wildly varied and have a cumulative effect, painting a portrait of craft's growing power across the US beer biz. Steve's role in craft's history alone would make this one of the most useful and engaging books on craft yet published. But he goes well beyond that, packing a lot of info, insight and heart into a relatively slim volume. (Note: CBN publisher/editor Benj Steinman was an early reader of this book and is thanked in the author's note.) Other reviews are starting to roll-in. "The Craft Beer Revolution is a great read," said Fortune. Steve "not only knows how to write but was also in the trenches." Businesweek called the book "straightforward and entertaining."
Ironically, given recent events, the chapter on beer distributors called "Jailbreak" is quite possibly the book's best. And it heaps praise on distributors, their role in craft's growth and "natural alliance" with craft brewers. The tone is so unlike Steve's unfortunate NY Times column penned for the BA, which slammed "archaic" laws, the "so-called 3-tier system" and distribs sitting on brands. There's a big disconnect. In his book, Steve says: "One of the main reasons for the incredible growth of craft beers since the mid-2000s has been the willingness of large distributors across the country to acquire craft brands and educate their sales forces to sell those brands. This is nothing short of a sea change in the US beer business."
Even in his prologue, Steve sounds a much more collegial tone regarding distribs: "Like the craft brewers, most of these distributors were relatively small community based businesses. Initially the obvious natural alliance-craft brewers and community-oriented distributors faced some barriers, but they have begun to come down and the strength of the alliance has grown." Why didn't the NY Times column say any of this? In a further irony, Steve worked with distribs to help pass the NY state franchise carve-out. Yet Steve's column has become a lightning rod for distrib anger in recent weeks and is sure to be a subject of much discussion at next week's NBWA Spring Legislative Conference (along with many comments at Craft Brewers Conference). This book should be part of the discussion too.
Steve will appear at the New York Public Library this Friday with BA prexy Charlie Papazian and New Belgium co-founder Kim Jordan to discuss the book and other matters craft. Should make for a very interesting evening.
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