Avery Brands Change Hands in Colorado

Avery BrewingAvery Brewing Co’s wholesaler, CR Goodman, has sold the distribution rights to the Boulder-based brewery to Beverage Distributors Company (BDC).

The move was made at Avery’s behest; a spokesman for the brewer said CR Goodman had received fair market value from BDC.

BDC, based in Aurora, is expected to provides statewide distribution coverage for Avery. The company carries brands like Anderson Valley Brewing, Great Divide Brewing Company and Odell Brewing Company.

“The deciding factor was access to market,” said Ted Whitney, Avery’s national sales director. “CR Goodman is a great company and has an impressive craft portfolio, but we felt that BDC would have have more resources and would help us take that next big step.”

Avery is currently in the development stages of a new, $30 million production facility, which Whitney said is scheduled to debut sometime in the summer of 2014. In the meantime, the company has added two new 240-barrel fermentation tanks and expects to brew between 55,0000 and 59,000 barrels in 2013. Avery brewed approximately 41,000 barrels in 2012 and 45 percent of that stayed within state lines, said Whitney.

Whitney said that Avery is positioning itself aggressively, telling Brewbound.com on Tuesday that the company hopes to become Colorado’s number one-selling craft beer brand.

“We are believers in biting off more than we chew and then chewing on it,” he said.

A press release with more details on the distribution change is below:

AURORA, CO. — Beverage Distributors Company, LLC (BDC) is proud to announce that it has been named as the exclusive distributor for Avery Brewing Company in Colorado, effective December 10, 2012.

“I could not be more proud that Avery has chosen BDC as its exclusive wholesaler in Colorado,” said Joseph Marotta, President of BDC. “This validates all of the hard work and investment we have made this past year to be the Craft Beer Distributor of choice in Colorado.”

Avery’s founder and CEO Adam Avery echoed the sentiment, responding that “BDC’s commitment to education and the Cicerone program matches our brand awesomely. Also, in just one week, they were executing goals that we couldn’t believe. We want Avery IPA to be Colorado’s beer, and it’s clear that BDC offers a great avenue to get there.”

Starting in late 2011, BDC implemented a strategic plan to solidify and increase its beer business in Colorado by adding significant head count to the sales force, improving warehouse facilities, increasing its Category Management Department to specifically address beer sets, and providing Cicerone training and further beer education for all sales people.

“All of these improvements and plans have put us in a very good place,” added Marotta.

About Beverage Distributors Company, LLC

Beverage Distributors Company, LLC is a member of The Charmer Sunbelt Group (CSG), one of the nation’s leading distributors of fine wines, spirits, and beer. A group of privately held companies, CSG operates local distributor and/or brokerage houses in 13 markets: Arizona, Colorado, Connecticut, Delaware, Florida, Maryland, New Jersey, New York (Metro and Upstate), Pennsylvania, South Carolina, Virginia, and the District of Columbia. Together, these companies employ more than 7,000 associates who bring to market some of the most valuable and well-known consumer brands in the world. CSG is a family-owned business that proudly serves as the critical link between wine and spirit suppliers, and the retail outlets where alcoholic beverage brands are legally and responsibly sold and enjoyed. For more information about CSG, please visit www.charmer-sunbelt.com.

About Avery Brewing Company:

Avery Brewing Company started in 1993 in Boulder, CO under the leadership of Adam Avery, CEO/Founder. Since then, Avery has grown to be the largest brewer in Boulder while remaining family-owned and operated. Avery Brewing Company continues to grow its business at a high double-digit rate and is investing heavily in the future, embarking on a new $27 million brewery in Boulder.

Avery Brewing Company brews The Maharaja Imperial IPA, White Rascal Belgian Wheat Ale, Mephistopheles’ Stout, Avery IPA and releases over twenty other year-round and seasonal beers while enjoying a reputation of being one of the most daring and visionary brewers in the United States.

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