Redhook, Buffalo Wild Wings partner for Game Changer

There are fewer feasts finer than buffalo wings and craft beer. Artisan wingers often put as much time into their wing flavor creations as craft brewers put into their beers. To harness the wing/beer connection, Redhook Brewery and Buffalo Wild Wings have teamed up to craft a new brew called Game Changer as a part of a new drink menu released this summer.

Buffalo Wild Wings made the announcement during a conference call last week, and it is seen as a big win for Redhook, as Buffalo Wild Wings has more than 900 locations. BeerPulse reported Buffalo Wild Wings Chief Executive Officer Sally Smith’s thoughts on the product margins.

BeerPulse:

“Certainly part of our goal of beer is improving beer margins, which has been difficult in the last couple of years with continued price increases from manufacturers and distributors. And the thought is that we can price this somewhere between domestic and imported draft beer with probably similar margins to the — to our domestic draft beer.”

Smith also commented on how alcohol performs on its menu as a percentage of all items sold:

“The mix of — the percent of alcohol during quarter was 22 percent for company locations in the first quarter, and that was similar to the prior year. Craft beer continues to be, and it’s just that I don’t know if I have any more color on that, we have, where possible, increased the number of tap handles in our restaurants from 24 to 30 to accommodate some of the more regional and local craft beers that our general managers wanted to put on. But it continues to be a focus, and we’re seeing — it certainly is the focus of our guests as well.”

Craft Brewing Business contacted the Craft Brew Alliance (CBA), of which Redhook is a member, for more information on this unique partnership. We’ll update as soon as we have the official word.