Led by three industry veterans, Brew Pipeline was developed to create a number of programs designed to add incremental dollars to both brewers and distributors alike. Its first program, Guest Brewer, aimed to lessen distribution risks for both craft breweries and potential distribution partners while opening up new markets and better serving the demands of today’s customer. Here’s how we explained it at the time:
Guest Brewer facilitates these relationships for limited time releases only (ranging from 30 to 60 days in most cases). After that there is no commitment, allowing the brewer and distributor to both test the relationship and see how the product sells in that new market. With limited release schedules designed to drive demand, both brewers and distributors can test new markets with minimal commitment. They have developed a user-friendly online portal that provides a one-stop solution for consolidated ordering for production, marketing, cooperage, transport and state registration.
Additionally, the company aims to give brewers the freedom to focus on brewing, while they handle all of the complex logistics from dock to market including registration, distribution, marketing, key account sales, and cooperage.
Well the big brains behind that program are launching a second logistics program to help independent craft breweries reach new markets, Destination. Destination’s goal is to fill niche demand for hyper-targeted accounts and to simplify the task of bringing beer to venues and retailers previously not accessible to brewers.
Destination case study: Ska Brewing and Rancid
Like Guest Brewer, Destination is a one-stop solution, handling all logistics from the brewer’s dock to market. First to participate in the program is Ska Brewing of Durango, Colorado. This Spring, they debuted their “Brewstomper Golden Ale,” a crisp and crushable golden ale made in collaboration with American punk band, Rancid.
Ahead of Rancid’s upcoming tour managed by Live Nation, the band requested that “Brewstomper” be made available to their fans at each concert. Destination is making this possible by stocking a number of Rancid’s concert venues across the US with this special collaboration beer, including states where Ska previously did not have distribution. These venues include the House of Blues in Las Vegas, NV, Riverplex in Pittsburgh, PA, Agora Theatre in Cleveland, and the MECU Pavilion in Baltimore.
“We are excited to bring Brewstomper on Rancid’s fall tour and Brew Pipeline has been integral making that possible in markets we were not established in,” says Arlo Grammatica, National Sales Manager at Ska Brewing Company. “I have been at a number of the shows already and the fan support for both the band and the brew has been amazing. It’s great to be able to share it beyond our initial footprint.”
Popular additional Destination locations in discussions include chains accounts from big-box retailers to casual dining, or in Ska Brewing’s case, concert venues. Additional Destination partnerships are in the works with brewers, to be announced in the coming months. Brew Pipeline also has plans to announce its third and fourth program in the near future.
Article By Craft Brewing Business