This February, Green Flash Brewing Co. will enter Northern Michigan after a successful roll-out in the southern parts of the state in October 2013. The San Diego-based craft brewery is partnering with 11 distributors to support the North Michigan roll-out including Alliance Bev, Alpena Bev, Bayside Bev, Dan Henry, Eastown Distributors, Gerry’s Distributors, I.H.S. Distributors, John O O’Sullivan, O&W, Powers Distributors and Wicksall Distributors.
“Our October entry into Southern Michigan has been a phenomenal success,” said Jim Kenny, vice president of sales at Green Flash. “While we knew this big beer market’s southern metropolitan areas would be a slam dunk, we are thrilled at the tremendous consumer demand for Green Flash throughout the entire state. Now that our production is ready to meet this demand, North Michigan is a ripe territory where we see great potential.”
In October, Green Flash entered the market with hyper-focused distribution efforts in South Michigan’s larger metropolitan areas like Detroit and Grand Rapids. The Northern launch will focus on key cities in the region including Lansing, Ann Arbor, Kalamazoo and Flint. The distribution lineup will include the entire Green Flash portfolio including West Coast IPA, Hop Head Red, Double Stout and all seasonal rotations beginning with Palate Wrecker upon launch. In addition, several Green Flash special and limited release offerings, including the popular Hop Odyssey series, will be available in the market.
The Green Flash team will host a series of kick off events in the aforementioned key cities starting in early February. There will be ongoing activity both on- and off-premise, including guided tastings, concentrated sales training and a variety of consumer events. This will be backed by heavy display and point of sale activity, as well as ongoing events that will extend beyond the launch.
Green Flash Brewing Co. was established in 2002 by the husband and wife team Mike and Lisa Hinkley and is now one of the leading breweries in San Diego’s thriving craft beer community. In 2004, renowned Brewmaster Chuck Silva joined the Green Flash team to develop the brand’s lineup of signature brews including their West Coast IPA, an award-winning beer that has helped define a category.