Case Study: Upland’s Distribution; Home & Away
By Jon Sicotte, Brewer Magazine
The Sour beer market has been a key to Upland Brewing’s growth in 2017. The Bloomington, Indiana brewery has added 10 markets this year, doubling Sour production from 2016, said Head of Brewing Operations and COO Pete Batule.
The company announced opening markets in Texas, South Carolina, Michigan and Oklahoma, all just in November.
“We really wanted to be in some of the best craft markets in the country,” Batule said. “We selected markets where we felt our distributor partners understood our brands and how to best represent our Sour program.”
The year began with launches along the East Coast, shortly followed by expansion in the Midwest and South, and can now be found on the West Coast as well. More launches are planned for 2018 also.
The model for introducing the brand to new markets has largely remained the same for the entire year, Batule said.
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