![]() The winter seasonal is included in Harpoon’s Season Pass winter 2022 variety pack, along with Rec. In January, the brewery launched Retro Rye IPA (6.5% ABV), an iteration of one of the brewery’s original releases, Rich and Dan’s Rye IPA. Harpoon will also introduce new seasonal offerings this year, including mix packs. The plan is to launch the NA beer this May. “We were excited to try to get into that segment, but really didn’t want to until we felt we had a liquid that we could feel really good about.” “I think the brands that are out there right now – in particular, Athletic – have done a very good job in terms of educating people that non-alcoholic beers open up ‘beer drinking’ to new occasions,” London said. While London would not disclose the exact style of the NA beer, he said it was within the pale ale family and “developed in the spirit of something that would definitely be hop-forward.” Harpoon will release its first non-alcoholic (NA) beer offering in 2022. Last year’s production declined by around 16,000 barrels compared to 2020 (146,400 barrels) and nearly 45,000 barrels versus 2019 (174,900 barrels), according to estimates from the Brewers Association (BA).Ģ022 Innovation to Include Non-Alc Offering and New Seasonals 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. ![]()
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