![]() The remaining 5% was attributed to contract brewing and joint brewing “business development partners,” London said. Bay produced more than 130,000 barrels in 2021 – about 95% of which was from Mass. “They help reinforce the community connection for us – in particular within Boston and New England – and I think that will always be an integral part of our marketing plan.” “Those collaborations that we do, none of them by themselves – other than Dunkin’ Donuts – are going to be huge volume drivers, but they really do a lot to the brand,” London said. London said a “twist” on that collaboration will launch next month. Last year, the partnership featured a “Don’t Poke the Bear” competition between teammates Charlie Coyle and Chris Wagner, which asked consumers to vote for who had the best beer. ![]() This year, Harpoon will launch its third annual collaboration beer with Boston-based Mike’s Pastry, and will continue its partnership with sports network NESN and members of the NHL’s Boston Bruins. The brand will focus on its core products in 2021, and “double down” on UFO Maine Blueberry (4.8% ABV) – which was up more than 100% in 2021 – with the addition of a 12-pack.įor Harpoon’s other brands, London said local partnerships will be key to the brewery’s overall health. Bay’s UFO Beer Company, will also shift from 15-packs to 12-packs, eliminating all of the company’s 15-pack offerings. League will also launch this month, and in May, Harpoon will launch a yet-to-be-announced joint program with a “major athleisure brand in the Boston area.”Īdditionally, UFO Light Force wheat beer, from Mass. League as a better-for-you offering, I think 12 fits better with that than 15 does.”Ī new social media campaign for Rec. “A 12-pack will just merchandise better for us on the shelf, it opens us up to better distribution opportunities,” London said. Some of the smaller packs are already in-market. As part of its strategy for this year, the company is transitioning its 15-packs – which London said are a “big volume-driving off-premise package” for the brewery – to 12-packs. League boasts the most potential in the off-premise channel as a sessionable beer. League, Big League, and pack-exclusive Pacific League light lager (4% ABV) and Busch League American pilsner (4% ABV). In 2021, the brewery added Big League (7.2% ABV) to the brand family, as well as its Summer League variety 12-pack, which included Rec. In 2019, Harpoon launched the 4%-ABV, 120-calorie, citrus-forward pale ale in 16 oz. “It can still be our innovation point, even though it’s been in the market for a couple years,” he continued. League plays in a very unique space – it ties into the whole evolving better-for-you trend, but with an offering in a hazy pale ale that really delivers from a flavor standpoint. “The big focus for us in ’22 is going to be behind Rec. “There’s still tremendous upside with both of those brands,” he added.
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