When the company launched its Smokestack Series of beers into the market last September, it was looking to test a distribution model where specific portions of a portfolio were introduced in newly-established markets.
Now, the Kansas City-based brewery is once again using Massachusetts to gauge the consumer response of its latest year-round offering – 80-Ace Hoppy Wheat Beer – outside of the twelve Midwestern markets where it’s already available.
“Massachusetts has been so excited about Boulevard beers and we thought this would be a nice opportunity to add them to the distribution footprint without extending the brand across the entire East Coast,” said Julie Weeks, a marketing communications manager for the company.
Weeks said the beer starting hitting shelves this week.
80-Acre is Boulevard’s first new year-round introduction since the company unveiled Amber Ale in 2010. 80-Acre, which checks in at 5.5 percent ABV and 20 IBU’s, was initially launched in AR, CO, IA, IN, KS, MO, NE, OK, ND, SD, MN, and IL in August. Weeks said the company has considered rolling out the beer in the Pacific Northwest but no official decisions have been made.