The San Diego-based brewery, which entered southern parts of the state in October, has inked deals with each of the 11 distributors that make up a statewide beer distribution network known as the M1 Group. The agreements will bring Green Flash products to Northern Michigan beginning in February.
“Our October entry into Southern Michigan has been a phenomenal success,” Jim Kenny, Green Flash Brewing’s vice president of sales said in a statement.
Kenny added that the move stems from increased consumer demand throughout the rest of the state.
“Now that our production is ready to meet this demand, North Michigan is a ripe territory where we see great potential,” Kenny said.
The brewery signed wholesale agreements with Alliance Beverage, Eastown Distributors, and Power Distributing for its initial entry into the market in October. This expansion now puts Green Flash into the portfolios of the eight other members of M1: Alpena Beverage Co., Bayside Beverage, Dan Henry Distributing Co., Gerry’s Distributors, John P. O’Sullivan’s Distributing Inc., O&W, and Wicksall Distributors.
“There will be ongoing activation in the on and off-premise, including guided tastings, concentrated sales training and a variety of consumer events,” the statement added. “This will be backed by heavy display and point of sale activity as well as ongoing events that will extend beyond the launch.”
Lansing, Ann Arbor, Kalamazoo and Flint will be among the key cities of focus in the northern launch, all of which will be feature kickoff events that are slated to take place in early February. The distribution lineup will consist of the brewery’s entire portfolio, including all seasonal and limited-release offerings.
The full press release is below:
San Diego, CA – In February 2014, Green Flash Brewing Co. will be entering Northern Michigan after a successful roll-out in the Southern parts of the state in October 2013. The San Diego based craft brewery is partnering with 11 distributors to support the North Michigan rollout including Alliance Bev, Alpena Bev, Bayside Bev, Dan Henry, Eastown Distributors, Gerry’s Distributors, I.H.S. Distributors, John O O’Sullivan, O&W, Powers Distributors, Wicksall Distributors.
“Our October entry into Southern Michigan has been a phenomenal success”, says Jim Kenny, Vice President of Sales at Green Flash. “While we knew this big beer market’s southern metropolitan areas would be a slam dunk, we are thrilled at the tremendous consumer demand for Green Flash throughout the entire state. Now that our production is ready to meet this demand, North Michigan is a ripe territory where we see great potential.”
In October, Green Flash entered the market with hyper-focused distribution efforts in South Michigan’s larger metropolitan areas like Detroit and Grand Rapids. The Northern launch will focus on key cities in the region including Lansing, Ann Arbor, Kalamazoo and Flint. The distribution lineup will include the entire Green Flash portfolio including West Coast IPA™, Hop Head Red™, Double Stout and all seasonal rotations beginning with Palate Wrecker ™ upon launch. In addition, several Green Flash special and limited release offerings, including the popular Hop Odyssey series, will be available in the market.
The Green Flash team will host a series of kick off events in the aforementioned key cities starting in early February. There will be ongoing activation in the on and off-premise, including guided tastings, concentrated sales training and a variety of consumer events. This will be backed by heavy display and point of sale activity as well as ongoing events that will extend beyond the launch.
Green Flash Brewing Co. was established in 2002 by the dynamic husband and wife team Mike and Lisa Hinkley, and is now one of the leading breweries in San Diego’s thriving craft beer community. In 2004, renowned Brewmaster Chuck Silva joined the Green Flash team to develop the brand’s lineup of signature brews including their West Coast IPA™, an award-winning beer that has helped define a category. The Green Flash lineup of premium, seasonal, collaborative and barrel-aged beers have found a niche in the craft beer market and the brand has a strong national following. Green Flash is now available in 48 states with Hawaii and Utah being the only remaining exceptions.
Green Flash brews a variety of beer styles that are available on draft and in bottles as well as a growing lineup of seasonal and special offerings including several barrel-aged beers, throughout the year. Learn more about Green Flash Brewing Co. by visiting www.greenflashbrew.com