Mother Earth Brewing joins craft beer e-commerce platform Craftshack, notes concern of regulatory risks in decision

The Calif.- and Idaho-based craft beer brand Mother Earth Brewing Co. recently announced that it has chosen an e-commerce partner called Craftshack.

According to the press release, it “pro-actively revamped the program as a responsible citizen company after concerns were publicly expressed by industry regulators over underage ordering and the lack of security that shipping carriers were providing in the absence of delivery ID checks compounded by safe distancing protocols.”

Why Craftshack (shop here)? The reasons above and partly to keep its three-tier network intact.

“After careful consideration we reached out to Craftshack because they already carried a limited selection of our products and had a reputation for quality and consistency,” explained Kamron Khannakhjavani, partner and director of marketing at Mother Earth. “This allows us to leverage their platform, while still having ownership over our brand and a way to make our beers available to those searching in outer markets. It also ensures that we are supporting the existing three-tier system by utilizing our independent retailers and wholesalers as opposed to bypassing them by selling direct. I think that’s an important piece, especially during Covid.”

It’s always interesting to hear a brewery embrace the three-tier distribution system when a lot of breweries are constantly arguing to abolish it. The brewery intends to collaborate with the e-commerce company for future releases and to expand its lineup as part of a ‘Collections” page set up by Craftshack, which consolidates all Mother Earth’s products in one place. Customers looking for Mother Earth’s products online are urged to visit the brewery’s website and this page on craftshack.com.