On the heels of its 10th anniversary, Indeed Brewing Co. recorded a year of growth and expanded distribution in 2022. The Minneapolis-based brewery grew its total production to approximately 20,000 barrels (bbls) sold in 2022, up 20 percent from 2021 and 40 percent from 2020.
Flagships and 12-packs drive volume
Led by flagship brands Pistachio Cream Ale and Flavorwave IPA, Indeed’s distribution volume was also up 20 percent year-over-year in 2022. As the brewery’s on- and off-premise sales leader, Pistachio Cream Ale reached more than 500 draft handles in 2022 and total points of distribution were up 84 percent from 2021. Flavorwave IPA saw its fourth straight year of sales growth in 2022.
Indeed launched four new 12-pack options in distribution in early 2022, including its Real Magic Hard Seltzers series, and saw overall sales of 12-packs grow 94 percent in 2022. Variety packs led the brand’s growth at retail, with more than 19,000 case equivalents sold throughout the year. Indeed plans to launch three additional variety packs and move all its core brands to carton packaging in 2023.
“We love the look of our 12-packs, and we’re excited to replace the plastic toppers on our four- and six-packs with similar eye-catching carton packaging. Our core beers feature awesome art from local artist Chuck U, and this new packaging will bring that same colorful, playful look to retail shelves in an impactful way,” said Indeed’s Director of Experience Ryan Bandy.
Innovation brings sparkling THC to Minnesota
In July 2022, Minnesota state legislature legalized the production and sale of edibles made with hemp-derived THC. Indeed Brewing, which debuted its first hemp-infused beyond beer beverage Lull CBD Seltzer in 2019, was among the first breweries in the state to release a THC beverage with the launch of the first in its Sparkling THC lineup, Two Good. Released in August 2022, Two Good is lavender-lemon flavored and contains 2 mg of THC and 2 mg of CBD. In November, Indeed released its second Sparkling THC, the citrus-lemongrass High Fiver, containing 5 mg each of THC and CBD.
“We’ve been closely watching state lawmakers and are well-positioned to continue to explore and grow our THC lineup in 2023,” said Tom Whisenand, cofounder and CEO of Indeed. “We are excited that we’ve had the opportunity to debut this line and have plans to make THC gummies with the same flavors. We’re showing the national marketplace that it’s possible to serve alcohol and cannabis side-by-side safely and responsibly.”
Building community pillars in Milwaukee and Minneapolis
With its headquarters in Minneapolis and a pilot brewery and taproom location in Milwaukee, Indeed Brewing has continued to evolve its annual event lineup and be a community staple. Through its Indeed We Can charitable giving program, Indeed donated $19,230 to 39 Wisconsin organizations and $72,415 to 43 Minnesota organizations in 2022. Throughout the month of December, Indeed partnered with Minneapolis-based nonprofit The Legal Revolution to give back the profits of Two Good Sparkling THC toward a movement to structurally transform the legal discipline through a series of legal initiatives that center racial equity, mental health and wellness and the expertise of those most impacted by the law.
Following a two-year hiatus, Indeed brought back its annual music and art event Whirlygig to Minneapolis in full swing in May 2022. Minneapolis also had a week-long celebration event at the Indeed taproom and at local retail partners for Indeed’s 10-year anniversary in September. In Milwaukee, Indeed launched a Makers Market event series, giving space to independently owned businesses and creating economic opportunities for local vendors. There’s more to explore at www.indeedbrewing.com.