Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/73671
"WORK OUR BUTTS OFF" "I t's really the same recipe we've had since the first day I start- ed," says Jim Koch, founder of Boston Beer. "Make great beer and work our butts off to sell it." Koch's been hustling his Samuel Adams Boston Lager almost as long as anyone in the business, since 1986, so he should know. That's what's worked for another guy who's been in the business for about as long: Dick Yuengling and his Pottsville, PA-based family-owned brewery. Yuengling Traditional Lager sells in the niche between craft and premium, and sells well: the brewery made a 14% jump in volume sales in 2011, to 2.5 million barrels…selling in only 14 states. Yuengling says indica- tions are that the brewery should hit 2.8 million barrels in 2012. and on-premise — just received the brands in a way we never saw before." Colorado-based New Belgium Brewing is one of the larger craft brew companies, which has recently opened a new plant on the East Coast. Included in its extensive lineups of brews are Dig Spring Seasonal, Fat Tire, Hoptober and Mothership. It's not just hard work, of course; the big brewers work hard too. Julia Herz, craft beer program director for the Brewers Association, notes a number of fac- tors. "You've got a cul- tural shift that's occurred for beer in the U.S.," she begins. "With the availability of beers beyond light lager, the palate has evolved, and diversity is available. Also, localization of beer is a movement, but it's not unique to beer, there's a growing demand for what's made down the street. Craft beer's authenticity is another asset: people who can be named behind their local, regional, or even national beer. Many beer lovers can't discern who's behind the brands from the large global brewing companies." "There is a philosophy behind what we do," he MOVING CLOSER explains. "We don't jump to too many states; we establish ourselves, and then move into a bordering state. Last year's launch into Ohio was spectacularly successful, three to four times bigger than we estimated. The whole- salers and retailers — grocery and chains and c-stores L D ogfish Head Brewery sells 30 styles of beer across 25 states in the U.S., so it's not too surprising to see the brewery in concert with a major progressive supermarket chain in a beer and cheese tasting promotion. Stew Leonard's in Yonkers, New York was recently the site of a Dogfish Head Beer & Cheese Tasting event. The pairings included: Dogfish's Raison D'Etre, a Belgian-style brown ale with beet sugar, raisins and Belgian-style yeast paired with Montchevre; Midas Touch, a sweet yet very dry beer made with ingredients found in 2,700 year-old drink- ing vessels from the tomb of King Midas, paired with Wasabi Cheddar; 60 minute IPA, a well- balanced East Coast Indian Pale Ale brewed with Northwest hops for a citrusy character, paired with Morbier; and renowned 90 minute IPA paired with Stilton. Pictured here (left to right) are Dogfish Head's Chris Valente, Stew Leonard's Butch Carlton and the distributor Oak Beverages Mike Luberto. Beverage Dynamics • www.beveragedynamics.com • July/August 2012 • 21 ocalization and personal identification are two trends that are driving a sudden new wave of expansion in craft brewing. Several large craft brewers recently announced plans to open expansion breweries well outside of their home territory: Sierra