Capitalizing on Craft Beer – Features – Gourmet Retailer Magazine …

September 17, 2016 - Picnic Time

No matter where we live, chances are you’re nearby a qualification brewery.

Three-fourths of all U.S. adults live within 10 miles of a brewery, according to MillerCoors’ white paper “Building with Beer: 2016-2017 Industry insights,” citing statistics from a Alcohol and Tobacco and Trade Bureau’s (ATTB) Dec 2015 report.

In a past 6 years, a array of qualification breweries (The Brewers Association, formed in Boulder, Colo., defines qualification breweries as those that furnish reduction than 6 million barrels per year.) and brewpubs has tripled to strech 5,525 breweries, according to a ATTB report. And as that array continues to grow, a large kids on a block, aka splash giants Anheuser-Busch InBev (parent association of Budweiser, Stella Artois, Hoegaarden and Leffe, to name a few) and MillerCoors, have taken notice, shopping qualification brewers and substantiating new brands that have a qualification cachet. And a augmenting direct for beer, generally qualification beer, has spurred a necessity of one of beer’s 4 pivotal ingredients: hops.

Riding a call of a buy-local transformation and a appreciation of all things artisan, a qualification splash transformation shows no signs of negligence down.

As with many small-production products, direct can oftentimes surpass supply. And many of these start-ups have tiny or no distribution. Still, retailers have an event to gain on a qualification splash boom.

Thanks to amicable media, qualification breweries – and a retailers that sell their products – can emanate recognition and direct like never before. Those with standout wash can fast emanate a consistent following and build repeat business, says Chris Plumstead, sales manager for Mariner Beverages, a Portland, Maine-based distributor of excellent wines and domestic and alien beers. Successful retailers are regulating amicable media – generally Instagram and Facebook – to announce new additions to their register and a attainment of singular prolongation and collectors editions of qualification beers.

Plumstead is discerning to brand Greg Norton, a owners of a Bier Cellar, a beer, booze and cider tradesman formed in Portland, Maine, as “a genuine innovator” for his visit beer-centric posts on Instagram and Facebook. When these desired crafts arrive in store, Norton is discerning to take a imitation with his smartphone and share it, with a suitable tags. As a result, a Bier Cellar creates demand, drives trade to a brick-and-mortar plcae and sells out of a beers on a first-come first-served basis, he adds.

“He is tech-savvy and a heading corner in a industry,” says Plumstead about Norton’s overdo and engagement. “He is carrying a marketplace and creation them (the qualification splash aficionado) manageable to him.”

The Bier Cellar is one of a few shops that takes advantage of Mariner Beverage’s preorder module and secures hard-to-find alien and domestic brews. The store carries many internal qualification beers and ciders and operates a Bier of a Month club.

Engaging customers, aka your supporters or fans, by amicable media or an electronic newsletter drives recognition and traffic. Amy Ruis, owners of The Art of a Table (AOT) and Aperitivo in Grand Rapids, Mich., profiled in a April/May 2015 issue, also uses amicable media to fuel recognition of a beers accessible during AOT and also of a weekly giveaway samplings she does any Friday night for qualification splash and any Thursday night for small-scale wineries. She also does a weekly e-newsletter – one any for beer, booze and tabletop.

Retailers are correct to take notice of amicable media and a impact on qualification splash sales. It’s an attention that’s multiplying on word-of-mouth and peer-to-peer reviews.

The qualification splash attention is identical to where a booze attention was 20 years ago, records Plumstead; however, a booze industry’s arise “was not accelerated by amicable media. It was accentuated by print, books and Food Wine magazine.”

Now a beer’s recognition can be catapulted by rapid-fire liking, pity and reposting, formulating a hum for a product that already has singular accessibility – all in genuine time. Adding fuel to a glow are publications and a active circular house of magazines such as Beer Advocate and a splash geek’s app Untapped.

To start capitalizing on a qualification splash movement, retailers should demeanour in their backyard. “Everything has gotten so local; it’s a bang time,” says Plumstead. Sure it might be some-more work, though a qualification cachet can expostulate trade of these customers.

Cooperative Marketing
Plumstead recommends that retailers offered qualification beers or wines find out restaurants to partner with or proceed their distributors about probable corner events with their griddle clients. “It’s been my knowledge that really few retailers partner with restaurants.” However, he has seen “very successful” cross-marketing of events that engage a chef, winemaker and retailer. The tradesman would horde a cook in-store to do a demo and/or do a booze tasting with a winemaker. Then a griddle would horde a winemaker, and a tradesman and griddle would foster a events to their customers.

Tastings and classes are zero new for Valley Cheese and Wine in Henderson, Nev. The 10-year-old sell store, owned by Bob Howald and Kristin Sande, hosts classes regularly. Sande, an American Cheese Society Certified Cheese Professional, worked with CraftHaus Brewery to do dual cheese and splash tasting classes where 5 of a brewery’s beers were interconnected with 5 cheeses. One category was hold during a cheese shop, a other during a brewery. “It was a good event to bond with people who might not be a customers,” she says.

Volume Matters
While qualification splash might be en vogue, don’t forget a staples. Plumstead’s recommendation to retailers: “With this transformation of local, we still need to keep bequest brands.”

Despite a qualification beer’s fast growth, it accounts for usually 9 percent of a altogether splash market, according to MillerCoors Industry Sales Projections Dec 2015. And for some businesses, booze outsells splash in volume and dollar sales. “Craft splash is a trend,” says Plumstead, “But booze is where a volume is.”

Wine is a consistent that transcends a economy. “When time are tough, people splash wine. When time are good, people splash wine,” says Plumstead. “There’s usually a change in a cost point,” adding that in gaunt times booze drinkers opt for reduction costly bottles.

Craft cocktails, both in restaurants and during home, are increasingly popular, as retailers interviewed for this issue’s Gourmet Gift essay on page 55 attest.

“Cocktailing is an art. And that bang can be tied behind to a expansion in qualification spirits,” says Plumstead. (Editor’s Note: The subsequent Beverage Aisle focuses on Drink Mixes.)

Quality Begets Quality

Just as a array of qualification beers have exploded, so too have a array of qualification distilleries, tripling to strech 1,280 in 2015, according to a American Craft Spirits Association. While posting considerable growth, qualification strong spirits accounts for a tiny commission of a altogether industry.

Coinciding with that blast is an boost in barware, glassware and associated accessories. Spiegelau’s qualification splash glasses, Picnic Time’s Craft Beer series, Tovolo’s Colossal Cube Ice Molds, and Fortessa’s Craft House line of cocktail accessories are among a new product introductions. Plus, there’s an augmenting array of specialty dishes done with qualification splash and spirits.

New Products


Beer Kissed Cookies
Beer Kissed is a line of specialty cookies and dessert salsas done with qualification beers. Raspberry Lambic Caramel Thumbprint Cookies is a buttery shortbread filled with a ideal dollop of spicy hiss lambic caramel sauce, with a lurch of sea salt. Made with Raspberry Lambic from Six Rivers Brewery in MicKinleyville, Calif. Each box contains 8.5-ounces of cookies, 6 units per case. SRP: $5.39 per box.
Beer Kissed Inc., Arcata, Calif., 707-633-6516, www.beerkissed.com


Craft Beer Pretzel Mixes
At a Boardwalk Food Company, they trust a usually thing improved than qualification splash and pretzels is qualification splash in pretzels. With that in mind, they combined Craft Beer Pretzel Mixes in 3 flavors. Pour 6 ounces of a qualification splash in a mix, stir, cut adult and bake for 15 minutes. With a crisp, golden brownish-red outward and soft, chewy inside, these pretzel bites are a ideal break to offer friends and family. Available in 3 flavors: Cinnamon Sugar, Rosemary Sea Salt, and Original. Each box creates about 36 pretzel bites. SRP: $7.99 each.
Boardwalk Food Co., Sarasota, Fla., 941-702-5926, www.boardwalkfoodco.com


Beer-B-Q Seasoned Snack Peanuts
Cackalacky Inc. has combined Beer-B-Q Seasoned Snack Peanuts to a award-winning lineup of Southern lifestyle product offerings. Cackalacky Beer-B-Q Seasoned Snack Peanuts are super extra-large kiln-roasted North Carolina-grown peanuts that are flavored with dusty splash and Cackalacky’s tip mix of Famously Original griddle spices. Beer-B-Q has a somewhat sweet, easily hoppy and sour griddle seasoning season profile. Originally launched as a griddle seasoning and griddle massage in 2004, a association initial debuted a Beer-B-Q season on a inhabitant theatre in 2005 on Food Network’s “BBQ with Bobby Flay.” The Beer-B-Q Seasoned Snack Peanuts are accessible in 12-ounce cans. SRP: $7.99.
Cackalacky Inc., Siler City, N.C., 919-923-3190, www.cackalacky.com


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