Brew Pipeline is a direct-access platform between craft brewers and new markets. There’s a lot of industry jargon behind the program, but the only thing consumers need to know is that the goal of Brew Pipeline is to connect award-winning beers from esteemed craft breweries to new markets. In short, beers from Surly Brewing Company and others are coming to Seattle this summer.
Recently, Brew Pipeline launched its flagship program, Guest Brewer, bringing exclusive beers to untapped markets for limited time sales. In other words, beers from out-of-state breweries that normally do not distribute to Washington will soon be available to local consumers. Be advised, these beers will only be available for a limited time. Brew Pipeline is doing, basically, the same thing in several beer markets across the country, focusing on the top 100 beer markets in the U.S.
Breweries, distributors, and retailers can learn more about the Guest Brewer program here.
Brew Pipeline says, “Beer lovers can look for these beers under the Guest Brewer tap handle in select bars and restaurants, as well as on shelves at liquor stores where craft beer is sold.”
There are a lot of different breweries from across the nation involved in the Brew Pipeline program. For now, here’s what we know about the plan in Washington this summer.
Drake’s Brewing Company (San Leandro, CA) – Denogginizer Double IPA and 1500 Pale Ale.
Two Brothers Artisinal Brewers (Warrenville, IL) – Domaine DuPage French Style Country Ale.
Monkless Belgium Ales (Bend, OR) – Peppercorn Imperial Wit.
Surly Brewing Company (Minneapolis, MN) – Axe Man IPA and Furious IPA.
Pryes Brewing Company (Minneapolis, MN) – Royal Raspberry Sour.
Today’s craft beer consumers are constantly striving to try new things from new-to-them breweries. This is especially true if it is a beer from an esteemed brewery that is not typically available close to home.
“Today’s consumers not only support the local craft market, but they are also seeking out the well-known brands we are bringing to market,” said Marty Ochs, president of sales at Brew Pipeline. “It’s our goal to help craft brewers reach beyond their 100-mile radius where they do not currently have distribution and share their beer with new and existing fans across the country in bars, restaurants and retail stores. Working with only the most acclaimed beers, we anticipate the program to be extremely in-demand.”
Nationwide, the craft beer market is getting crowded and selling beer is increasingly challenging. One strategy for a brewery is to explore new markets where its beer may attract more interest from consumers. Brew Pipeline offers breweries a chance to put a toe in the water, so to speak, before diving into new markets.
“Surly Brewing Company is excited to be one of the first breweries participating in Brew Pipeline’s Guest Brewer program,” says Bob Repp, vice president of sales at Surly Brewing Co. “It’s an innovative approach to testing new markets and fits into Surly’s current expansion strategy.”
This is a new program from Brew Pipeline, but it seems in line with what the current market conditions demand from both the consumer’s side and producer’s side.