Upland Brewing Co. announced a new partnership with World Class Beverage, a division of Monarch Beverage Co. that specializes in craft beer distribution. Monarch Beverage Co. currently distributes Upland’s broad portfolio in most of Central and Southwestern Indiana. The Bloomington-based brewery is increasing its capacity yet again in 2014 to include a new line of experimental beers, the Side Trail Series, as well as several other new ales, lagers and sour beers.
As the craft beer market evolves, specifically in the on-premise arena, brand recognition and knowledge are paramount, and the World Class team is best built to handle this volume of new releases, according to the company. The partnership with World Class Beverage will take place Feb. 1. World Class will focus on on-premise and craft beer establishments, while divisions of Monarch Beverage will continue to distribute Upland’s portfolio in the off-premise market.
“We saw an opportunity to utilize the World Class sales team to work with top craft beer accounts, while continuing to conduct the grocery and parts of the off-premise channel with Monarch Beverage,” said Upland Vice President of Sales Danny Henrich. “This is a change that is positive for all parties involved; we will continue to supply beer without interruption to our current loyal and supportive customers, as well as dive deeper into servicing smaller, craft-centric bars and restaurants.”
Upland Brewing Co. brews more than 30 beers, which are distributed across Indiana and in parts of Kentucky, Ohio, Wisconsin and Chicago. Upland Brewing Co. Inc. is a Bloomington, Ind.-based brewery established in 1998 that specializes in handcrafted ales and lagers.