With exactly one zillion breweries operating across America, distribution news is always a steady constant in the CBB mailbox. Every week, we get virtual piles of announcements on new alliances, upcoming state expansions and even reductions from breweries growing and shrinking their distribution footprints. Here is some of that wholesaler news. Enjoy!
Reyes Beer closes on acquisition of Greenco Beverage in South Carolina
“We are excited to expand our East Coast footprint through this special acquisition which allows us to further service the very state where Reyes Beer Division first established our roots,” said Tom Day, Chief Executive Officer, Reyes Beer Division. “We look forward to welcoming our new employees and customers to our family-run business and working to deliver our Company’s purpose of connecting customers, consumers and brands every day, everywhere we operate.”
Stephen Reyes, president of Reyes Beer Division East, said, “Thank you to the team for all of their hard work and support in making this transition as smooth and seamless as possible. We look forward to serving the upstate South Carolina area and are honored to welcome the operations, customers and employees to Reyes Beer Division.”
The acquisition adds approximately 2.8 million cases and includes brands from key suppliers such as Molson Coors, Constellation, Yuengling, Heineken, Diageo, Boston Beer, Mark Anthony Brands, Lagunitas and Sweetwater.
TRU Colors Brewery launches across North Carolina with Molson Coors, plans to expand nationally by 2023
TRU Colors Brewery is launching its first brew, TRU Light, rolling out in markets across North Carolina. Three years in the making, the product will hit shelves across the state by the end of October, with plans to distribute regionally in early 2022 and scale nationally by 2023. The company, with a stated mission to unite communities to stop divisiveness and violence across America, has recruited and trained a skilled workforce since inception, providing jobs, training, and mentorship to active gang members.
In tandem with their first beer launch, TRU Colors is operating in its new 54,000 square-foot headquarters located in downtown Wilmington. In addition to the state-of-the-art production facility, the new HQ provides exciting wraparound services for their employees, as well as a taproom that will open to the public in early 2022.
“We are excited to get TRU Light in the hands of our neighbors and show them what we have created, and I am proud of all the hard work and effort that has gotten us here,” said George Taylor, cofounder, and CEO of TRU Colors. “This is our first step in showing what’s possible when people are open to change, and with TRU Light we hope to spark conversations with friends and family about how we can be there for each other in new and impactful ways.”
At 95 calories and 2.6 carbs, TRU Light is appropriately brewed to become a go-to beer for those celebrating any occasion. The brewery team, helmed by former Brooklyn Brewmaster Adam Young, created TRU Light as a symbol of understanding and unity. The premium light beer carries a low ABV of 4.2 percent, making it drinkable in any season, and has a slightly sweet taste coming from the malt.
“Getting the opportunity to get this beer on the shelves in our community, and eventually nationwide, has been an incredible experience,” says Adam Young, Head Brewer at TRU Colors. “One that has definitely been more impactful thanks to our deeply ingrained social mission.”
The brewery is 33,000 square feet and can produce up to 200 cans per minute. Additionally, it is fully outfitted with 16 fermentation tanks and three bright tanks, a five-vessel 65-barrel brewhouse, and a full canning and kegging line to package and distribute. The facility will be able to produce 1.4 million cases/equivalents annually. In a previously announced strategic partnership with Molson Coors, TRU Colors plans to expand to Virginia and D.C by early 2022 and distribute to all 50 states within its first 24 months of operation.
Just as TRU is so much more than a beer company, the building is so much more than a basic brewery HQ. The facility includes administrative offices and classrooms, a 1,500 square foot gym with a yoga studio, and a recording studio. All reflecting the company’s vision for the future, these elements align with TRU’s mission of social justice through education, empowerment, and community betterment.
“We are a people-first company,” said Khalilah “KO” Olokunola, chief people officer of TRU Colors. “That’s why throughout our building phase we listened to what our employees needed. Some of those things are physical, like a classroom or a gym, but others, like dealing with trauma or learning how to budget for a big expense are harder to see and work on,” she continued. “That’s why we’re unique at TRU Colors, we are here to help people and brew beer in that order.”
Followed by a three-month internship with a mutually selected department, TRU Colors employees first go through an 8-week onboarding program called DisruptU, which focuses on teaching personal and financial wellness, along with leadership, business, and beer skills. After the program is completed, employees move into different parts of the brewery and eventually are brought on as full employees with an equity stake in the company. As a part of the TRU Colors team, new employees are able to leverage their skill and influence in their respective gangs to stop street violence and its drivers, ultimately uniting the Wilmington community and expanding their social mission nationwide.
Goat Patch Brewing and Sleeping Giant Brewing team up for wider Colorado distro
Goat Patch Brewing Co. has partnered with Sleeping Giant Brewing Co. to expand distribution of its Hazy IPA into select craft-centric locations on Colorado’s Front Range. This new partnership will bring Hazy IPA kegs to market for on-premise consumption this weekend and going forward.
While Goat Patch prepares to purchase a production facility of their own closer to the brewery, Sleeping Giant is currently helping to brew their Hazy IPA to support Goat Patch’s wholesale demands throughout the city.
Additionally available through Goat Patch’s self-distribution arm are flagships Blonde Ale, Stout, American Wheat and two-time Great American Beer Festival award winning It Takes A Tribe Red Ale. Goat Patch fans can also look forward to more specialty beers as production space is freed up at their current site.
“Our team could not be more excited to be joining the ranks of other well respected brewing companies who have partnered with Matt and his team at Sleeping Giant,” says head brewer and co-owner Darren Baze. “From their state-of-the-art equipment to their dedicated staff of brewing professionals, we are confident in Sleeping Giant’s ability to masterfully brew our Hazy IPA.”
Goat Patch Brewing Co. started like all great ideas — good friends with a common passion sitting around a kitchen table dreaming about the future. Even before their name (which eventually became a nod to the beard style of Co-Owner and Head Brewer Darren Baze), they all agreed on a shared set of values: balanced brews, community engagement, and adventure. Now with 2019 and 2020 GABF medals among other recognitions, they are proud to play a part in bringing award-winning craft beer to their community.
Utah’s Shades Brewing goes with Winter Dog Cellars for its Virginia sales
Shades Brewing Co. recently announced an expansion into the Virginia marketplace by partnering with Winter Dog Cellars. Winter Dog Cellars is a beverage distributor and importer based in the Fairfax County. This distributor concentrates on importing craft beers, wine, and ciders into the Commonwealth of Virginia.
Winter Dog Cellars is bringing on a few of our biggest sellers such as Thai Tom Kha Sour Ale, and our Peach Cobbler Sour Ale. They will also focus on some of our limited releases including our Pumpkin Pie Cream Ale and Tropical Rain Sour Ale. For those more traditional consumers, Shades brings a Belgian Triple, Belgian Quad, Piney IPA, Milk Stout, Seasonal Amber Ale — brewed with cinnamon, cardamom, and nutmeg — and Hoppy Pilsner to the table. And for those that enjoy a hard seltzer, be on the lookout for our LIVLI brand, with flavors such as Raspberry, Grapefruit, Lemon Lime Sour, and Pineapple Mint. Consumers can expect to see Shades Brewing beer on the shelves in the coming weeks.
“We are very pleased to expand into the Virginia network, especially in Washington DC where we have received many requests from people passing through Salt Lake and trying our products,” says Alexandra, the owner. “We have had goals to expand to the east coast and we are very happy to have landed in the heart of the nation, Washington DC. We’re eager to work with Winter Dog Cellars, who not only shares our passion for craft beer but also brings vast knowledge of them as well.”
“As a frequent visitor to Utah and the Salt Lake City area, I know Shades beer very well and I’ve always been amazed at their consistency, quality, and creativity. We are very honored to bring them to the East coast for the first time and expect that our customers will be blown away by this undiscovered treasure of a brewery from the Wasatch Mountains.”
Dust Bowl Brewing heads to Arizona, partners with Arizona Beer & Cider
Dust Bowl Brewing Co. recently announced its latest wholesaler agreement with Arizona Beer & Cider Co. based in Phoenix, making Arizona the seventh state in Dust Bowl’s growing distribution footprint. Arizona Beer & Cider Co. is owned by the Ebel Brothers, founders of Two Brothers Brewing Co. and Windy City Distributing.
“We’re looking forward to selling our beer in Arizona,” shared Marc Jalbert, director of sales and marketing at Dust Bowl Brewing Co. “With our recent multi-million-dollar investment in a new, faster, fully automated canning line, we are poised once again to grow our brand into new regions. Arizona Beer & Cider Company is an ideal fit as they share our passion for craft beer, exceptional quality and unique brand stories. We’re confident we can grow together.”
“The timing is great to add a new craft brand to our portfolio,” commented Ryan Hatzenbiler, general manager, Arizona Beer & Cider Co. “The industry continues to show its strength and our consumers are eager to try new brands. Dust Bowl Brewing has a proven history of quality along with a strong portfolio and excellent branding, which we believe our retailers will resonate with. We’re in the business of growing brands and look forward to the relationship with Dust Bowl.”
Arizona Beer & Cider Co. will roll out the Dust Bowl brand this fall with a wide range of year-round options, such as Taco Truck Lager, Hops of Wrath and Therapist, along with several limited release specialty styles. The Arizona wholesaler will carry both package and draft to service both the on- and off-premise categories.
Puerto Rico’s Medalla heads north (New Hampshire, Tennessee and Wisconsin)
Medalla Light continues to make its way into the United States market, this time arriving in the states of New Hampshire, Tennessee and Wisconsin.
“This has been an unprecedented expansion plan for Medalla Light and it has been made possible not only because of the response of Puerto Rican residents in the eastern U.S. coast but also because of the quality of our product. The name Medalla Light has its place among connoisseurs of good beer and we continue to bet on conquering their palates,” said Jorge Bracero, chief marketing officer of Cervecera de Puerto Rico.
In the three states, Medalla Light will be available in 10-oz cans, 12-oz bottles and the newer 7-oz bottles, known as Medallita Light. Distribution in New Hampshire, a state with an estimated population of more than 20,000 Puerto Ricans, will be handled by Bellavance Beverage.
“We’re pleased to add Medalla Light to our portfolio of brands and to please retailers who have been requesting it,” said Joe Bellavance Jr, president at Bellavance Beverage.
For Tennessee, Cervecera de Puerto Rico entered into a distribution agreement with two companies, Ajax Distributing and Tri-Star Beverage. “Beer is a product in high demand and we are confident that the arrival of Medalla Light will open up new opportunities for this segment,” said Kyle Lawing, brand management and marketing director of Ajax Distributor.
Chris Davis, import and craft manager of Tri-Star Beverage added “the Puerto Rican community is eager to be able to enjoy Medalla Light dining out and in their homes, so we predict great success for the brand.” It is estimated that more than 35,000 Puerto Ricans live in Tennessee. In Wisconsin, the distribution to restaurants and retail establishments will be managed by Beechwood Sales & Services, a company with a solid track record of more than 34 years in beverage distribution.
“It is estimated that about 65,000 Puerto Ricans reside in that state and we are sure that, like in other markets, they will give a warm welcome to Medalla Light,” expressed Bracero.
Medalla Light is available in Florida, Connecticut, Massachusetts, New Jersey, Pennsylvania, Virginia, Maryland, Washington D.C., New York, Rhode Island and now in Wisconsin, Tennessee and New Hampshire. For a total of 13 U.S. continental territories.
TUPPS Brewery expands into Houston
TUPPS Brewery expands its innovative portfolio of beers to the city of Houston this month. Since opening its doors in 2015, TUPPS has grown at an exponential rate throughout North Texas, Austin, San Antonio, East Texas, West Texas including El Paso, Lubbock, Abilene and Amarillo as well as into Oklahoma. Adding Houston to its distribution list is just the next step in accomplishing the company’s goal of providing the best tasting, quality beer to the entire state of Texas.
“In 2017 we expanded to the Austin market and were impressed how our beer sold outside our home market of North Texas. We always had our eye on Houston, but needed to expand our production capabilities to service this market. We wanted to make sure we could support Houston the proper way.” says Keith Lewis, TUPPS Brewery Founder and President.
As the business has grown, TUPPS Brewery has invested in expansion capabilities which has allowed them to expand into Houston. In 2022, TUPPS Brewery will be moving locations into a 4-acre property with a brand-new brewery production facility. This expansion will allow TUPPS Brewery to distribute to the entire state of Texas.
TUPPS Brewery partnered with Silver Eagle Distributors Houston, LLC in September 2021 to enter the Houston market.
“We’re incredibly grateful and excited to be partnering with Silver Eagle Houston. They have a great team and a ton of enthusiasm for our brands. We’ll be starting by launching draft of our core line up of IPA, Alpha Drop, our double dry hopped IPA, Juice Pack, our double dry hopped pale ale, and our fruited sour, Neon Shade,” says Chase Lewis, Vice President of Sales and Finance. “We’ll follow the draft launch with a package launch in the spring.”
“Silver Eagle Houston is thrilled to introduce this North Texas craft brand to the Houston-area with a stellar lineup of quality craft beer,” said Tom Montague, sales vice president of Silver Eagle Houston. “Beer advocates in Houston are always on the lookout for a great Texas beers.”
TUPPS will partner with multiple bars and restaurants in the Houston areas and throw launch parties where you can meet the head brewer, Chris Lewis, taste multiple offerings from TUPPS Brewery, and even win some cool raffle prizes.
You can expect to see TUPPS Brewery cans in all major Houston retailers beginning in April 2022.
Good Dogg Beverage selects Liquid Opportunities to manage national distribution of new fruit-forward hard seltzers
Good Dogg Beverage, a new purpose-driven, premium hard seltzer brand, announced that it has partnered with Liquid Opportunities, a full-service beverage consulting company with over 30 years of industry experience, to manage the national distribution of its growing line of fruit-forward seltzers.
Good Dogg is preparing to bring a brand with heart to hard seltzer, a category recently infiltrated by big beer companies.
“There’s no doubt hard seltzer is competitive right now,” says Jason Kane, CEO, Liquid Opportunities, and former President of Mark Anthony Brands and Mike’s Hard Lemonade. “But Good Dogg has several unique assets that differentiate the brand and have the potential to elevate the category as a whole.”
Those assets include proprietary, custom-developed flavors, a craft-brew approach to product development, and a central purpose of giving back. Good Dogg gives a portion of every sale to animal shelters and organizations that provide service animals for children with rare diseases.
“We’re excited to be working with Liquid Opportunities to get Good Dogg out in the world,” says Tony Venturoso, CEO and founder of Good Dogg. “To us, the brand represents much more than seltzer. It’s a movement to spread more positivity, purpose, and kindness in the world.”
Good Dogg recently celebrated its official launch with an event held at Teddy Gallagher’s Irish Pub in Franklin, Massachusetts. Good Dogg’s Premium Hard Seltzers come in a 12-can variety pack and are available at several retail locations in the New England area. The initial release includes four flavors: Orange Mango, Black Cherry, Cucumber Lime, and Dragonfruit. Good Dogg seltzers have 90 calories, 0 carbs, 0 sugars, and are 4.5 percent ABV.