Craft breweries have continually stepped up to help others and band together with their community during the pandemic even as their own businesses have suffered. Stratford, Conn.’s Two Roads Brewing Co. announced one such banding together deal last week to help Connecticut restaurants recover from the effects of COVID-19. The plan is to offer a substantial “Back On the Road” discount on a selection of its fresh draft products from June 1 until the end of July.
“The shutdown has been a rough ride for retailers, and for some time it will remain so because their seating capacity will be restricted for safety reasons,” stated Ben Iaderosa, director of sales. “We want to help our customers get back up and running, so they can bring more of their staff back sooner.”
The brewery has talked with many of its restaurant customers about the challenges they face as restrictions begin to lift.
“The message that we are hearing is that customers are going to have to be careful managing their inventory and cash flow as they initially order beer,” Iaderosa noted. “We feel like it’s our job as their partners to help them achieve that goal. It’s the right thing to do.”
Two Roads is also working with its distributors to split the cost of refunding retailers for draft beer that is no longer fresh enough for sale.