Craft Brewing and Distilling News for December 17, 2013
December 17, 2013•Anheuser-Busch is set to launch its first ad campaign for Chicago-based Goose Island next month, reports Advertising Age. The new push, which will run under the tagline “To What’s Next,” is intended to grow brand awareness in Goose Island’s newly-added markets, as well as reinforce its status as an innovative craft producer. Created in partnership with Chicago ad agency VSA Partners, the new campaign will span print, out-of-home and digital video platforms. Acquired by A-B in 2011 for $39 million, Goose Island Beer Co. produces six core labels, as well as a variety of barrel-aged and specialty offerings. For the 52 weeks ended November 3, Goose Island sales were up 62% to $31.7 million across food/drug/convenience store channels, according to IRI.
•Stanfordville, New York-based Millbrook Distillery has made its debut with the launch of its first craft spirit entry, Millbrook Private Reserve 2013 Straight Bourbon whiskey. Made with corn, rye and barley, the new offering is currently available at retail in New York, and is set to roll out into surrounding markets in the first half of 2014. Next month, Millbrook Private Reserve will be followed by a Barrel Strength Straight Bourbon, as well as a Camp Fire Rye label in early 2015. Specializing in small-batch spirits made with natural spring water, Millbrook Distilling also has a wheat whisky, single-malt whiskey and four-grain Bourbon whiskey in the pipeline.
•The nation’s 2,347 small and independent craft breweries contributed nearly $34 billion to the U.S. economy in 2012, according to recent analysis by the Brewers Association (BA). The trade association’s findings include craft-brewed beer as it moves through the three-tier system—breweries, wholesalers and retailers—in addition to other products brewpub restaurants sell. California’s craft beer industry led the pack in 2012 with an economic impact of $4.7 billion. Texas and New York followed with $2.3 billion and $2.2 billion, respectively. According to BA, craft brewers sold over 13 million barrels of beer, worth an estimated $11.9 billion, in 2012.
•Fort Collins, Colorado-based Odell Brewing has relaunched its seasonal Red Ale entry under a new label, Runoff Red IPA. Rolling out as part of the craft brewer’s seasonal range, Runoff Red is made with the original recipe for Red Ale, which is characterized as a dry-hopped, crimson-colored ale with citrus, grapefruit and pine notes. The repositioned seasonal will be available in six-packs across Odell’s ten-state distribution footprint through April, and will also be featured in the brewer’s Winter-Spring Montage variety pack. Runoff Red IPA joins St. Lupulin and Isolation Ale in the Odell Brewing seasonal portfolio.
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