E-Malt.com News article: US, CO: New Belgium Brewing signs distribution agreements in two more states and Washington, D.C.

New Belgium Brewing has signed contractual agreements with 17 distributors in the Maryland, Virginia and Washington, D.C. areas, The Full Pint reported on June, 15.

The freshly inked deals will broaden New Belgium distribution to 28 states and the District of Columbia when those territories officially open on August 22nd, 2011. Of the 17 distributors, seven are in the Miller/Coors network, nine are AB InBev and one is independent, Specialty of Virginia out of Richmond, VA.

“We are, of course, very excited to be working with the highest caliber distributors in such an incredibly competitive market,” said New Belgium’s Mid-Atlantic Regional Director, Neil Reeve. “It was a difficult decision in that there were no bad options. In the end, we chose a healthy mix and we simply could not pass up the opportunity to partner with an independent house and help them grow their business as well as our own.”

The Specialty of Virginia deal will help to create new positions within that company and put New Belgium at the center of their craft-centric portfolio. New Belgium plans to roll into all new markets with 22-oz Fat Tire, Ranger IPA and the fall seasonal, Hoptober Ale. Trippel and Lips of Faith beers will also be available in some markets with draft and 12-oz packages to follow.

No deal has been signed for Montgomery County, MD at this time though there are plans to open that area eventually. As the county operates independently of the three-tier system, there are logistical challenges to storage, QA standards and services that need to be addressed in a creative way.

“New Belgium would like very much to be in Montgomery County,” said Reeve. “We are simply trying to figure out how to make it work to our standards in a way that is respectful to the distributor, New Belgium, our retailers and our beer drinkers.”

New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces seven year-round beers; Fat Tire Amber Ale, Ranger IPA, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases.


17 June, 2011