• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Quarantine beer sales idea of the day: Thomas Hooker Brewery creates Draft Beer Adoption Project to help dogs and unload dying kegs

May 7, 2020Keith Gribbins

COVID-19 has forced all of us to get creative on how we do business. For customer-facing craft breweries, many these days relying on a taproom revenue model, it’s meant getting very inventive with ways to make up money. We’ve seen breweries evolve into making hand sanitizer. We’ve seen events move online into virtual hangouts and round tables. We’ve seen beer festivals turn into drive-thrus. We even seen a brewery revamped into a soup kitchen for those in need.

Here’s another innovative idea: Bloomfield, Conn.’s Thomas Hooker Brewery is aiming to sell its dying kegs and support a good cause at the same with the Draft Beer Adoption Program. After seven weeks of closure, Thomas Hooker was not moving its keg inventory, so instead of dumping its deftly brewed beer, the brewery came up with a great concept.

From the Hartford Courant:

Enter the Draft Beer Adoption Project, which will debut this Saturday at the Tobey Road facility in Bloomfield. Hooker will be selling nine of its beers in gallon jugs for $10 a piece with a portion of the proceeds going to Dog Star Rescue’s adoption program, which leases space in the brewery’s headquarters and has had a relationship with Hooker for several years.

“A lot of people are dumping beer or sending it to distilleries,” said Curt Cameron, president of Hooker Brewing Co. “We thought, ‘Why not give it to consumers at rock-bottom prices and donate something to a rescue?’ A make lemonade out of lemons situation.”

The Thomas Hooker Brewery also pulled together the video above, playing off those tear-jerking SPCA videos that make us all donate money. Click here to learn more and order from the Draft Beer Adoption Program. Pickup time is this Saturday.

brewery risk management
How 2020 has (and hasn’t) changed craft brewery risk management
winter merchandise craft beer
Holiday sales push: 10 outside-the-box craft beer merch items for winter
winterize-your-sales-1
How to winterize your sales and marketing plans
wacky scientist
Brewery taproom, service observations – COVID-19 edition

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Craftpeak launches Square integration within its digital storefront
  • Why (and how) Cabarrus Brewing will stick with online sales post-lockdown
  • Marketing Idea of the Week: CraftHaus Brewery’s scratch ‘n sniff cans
  • Portland Cider Co. donates $12,500 to Hunger-Free Schools

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • libdib online beer distributorWhy (and how) Cabarrus Brewing will stick with online sales post-lockdown
    February 25, 2021
  • craft beer consumer tastesCraft Beer Consumer Habits in February 2021: Are on-site attitudes changing?
    February 24, 2021
  • No and low alcohol beer grew 30+ percent last year, now enjoy some big haps in the NA beer sector
    February 23, 2021
  • How to Seduce a Distributor: The importance of branding, common misconceptions and automatic disqualifiers
    February 22, 2021
  • I would totally sit in a hot tub of hops and drink chill pints at this new beer spa in Denver
    February 18, 2021
  • truly hard seltzer‘Truly’ crushing it: Boston Beer nets over $1.7 billion in 2020 revenue
    February 18, 2021

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2021 · CBB Media LLC

Continue ...

sponsored by