![]() “We’ve stayed true to the idea that was important to us when we launched - that there is something magical when you pair great beer with great people in a great experience. That’s a stat that shows Harpoon beer is meant to be shared. Even today, almost half of Harpoon’s beer goes out packaged on draft. Beer is a celebratory beverage meant to be enjoyed with others - whether you’re rally toasting at a Red Sox game or honoring a powerfully poor showing at a 5 mile race in the Seaport District with proceeds going to ALS Research. That’s the philosophy of Boston-based Harpoon Brewery. Those that are independently owned, with no more than 25 percent ownership by a larger brewer or importer.Al Marzi, Harpoon Brewery’s chief brewing officer, just chilling.īeer is a great companion. Those that produce fewer than two million barrels per year. The Brewers Association, a Boulder, Colo-based industry group, defines craft breweries as: Those that brew with only barley malts as opposed to cheaper substitutes such as rice and corn. "They're at least dipping their toe in the water (toward) being more than a beer company."Ĭontact Steve Adams at IS A CRAFT BREWERY? rights to distribute (imports), doing more internationally and dabbling in spirits," Gatza said. "They've been very active on the international stage getting U.S. of Laguna Hills, Calif., to distribute a distilled spirit called Ku Soju in the U.S., according to a Brandweek report. The company operates 14 breweries in China.Īnd it's exploring potential growth in the spirits market as well, entering a partnership with Ku Soju Inc. It also has plans to double to 200 the number of Chinese cities where Budweiser is sold. to brew and distribute its Budweiser beer on the Indian subcontinent. This month, Anheuser-Busch entered a joint venture with Indian brewer Crown Beers Ltd. The agreement will boost Anheuser-Busch's imports by about 1.5 million barrels annually. ![]() importer of InBev's European brands including Stella Artois, Beck's and Bass Pale Ale. 1, Anheuser-Busch became the exclusive U.S. Anheuser-Busch owns a 33-percent stake in Seattle's Redhook Ale Brewing Co., which has a brewery in Portsmouth, N.H. Louis-based Anheuser-Busch, which controls nearly half of the U.S. "That's a huge number that gives them incredible outreach to consumers and just a great network and an ability to communicate about what's going on."īig beer companies such as St. "They're very passionate about beer," Gatza, of the Brewers Association, said of the Web site. , a Cambridge-based Web site founded in 1996 by brothers Jason and Todd Alström, contains thousands of beer and bar reviews and event listings. "We'd never be able to achieve the share of voice to be noticed in the marketplace."īeer-related Web sites are providing a new avenue for online chatter about notable brews. "It's very difficult for us to use conventional mass marketing techniques," Storey said. Most independent brewers promote their brands through festivals and sponsorships rather than TV and print ads. ![]() But most other craft beers' gains have been accomplished without hefty marketing budgets. "Certainly the market is maturing, and people are becoming more aware of craft brews in general," Quinn said.īoston Beer, the nation's largest craft brewer, spent $12.8 million on marketing and selling expenses during 2006. The Westminster-based brewery's top seller: a blueberry wheat ale, launched four years ago. Wachusett Brewing Company, which has 10 styles of beer, brewed 15,000 barrels in 2006, director of sales Peter Quinn said. "You see the numbers from the Budweiser brand declining, and those drinkers have to be going somewhere." "People are drinking something different from the mainstream," said New Century owner Rhonda Kallman, who runs the firm out of her Cohasset home. Previously, the beer was only available in about 30 Trader Joe's stores in the East and Midwest. expects a big jump in demand now that grocery chain Trader Joe's has agreed to carry its Edison Light in more than 100 stores on the West Coast. The data, which only reflects sales in supermarkets, was compiled by researchers Information Resources Inc. The sales volume of seasonal brews grew 30 percent last year, and sales of variety packs, which contain severa beer styles in six- or 12-pack containers, grew 39 percent. At 4.3 percent alcohol by volume, it's Harpoon's lowest-alcohol beer and designed for extended drinking sessions - hence the name. ![]() This month it launched a new year-round product, Brown Session Ale, with six malts and hints of chocolate. Although its flagship Harpoon IPA accounts for the bulk of the brewery's sales, with about 60,000 barrels shipped last year, Harpoon's fastest-growing offering is its UFO, a German-style unfiltered wheat beer.
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