How are craft brewers strategizing for growth in a more mature craft beer market? Leaders from Independence Brewing, Allagash Brewing and Wisconsin Brewing shared their strategies and offered insights into how their businesses have evolved to meet current market conditions during the 2024 Brewbound Live business conference last month.
Amy Cartwright, Independence co-founder and president, shared that there is little to no margin for error now.
“The bar is very high nowadays, more so than ever,” she said.
“You’ve got to do absolutely everything with excellence just because there is no slack,” Allagash founder Rob Tod added. “And the slack has been taken out of every imaginable aspect of the business. And we knew it was going to happen. This industry has matured.”
Austin, Texas-based Independence has found success with its three core brands – Stash IPA, Austin Amber and Native Texan pilsner – and has seen a resurgence in draft sales within the last year, Cartwright shared.
Core remains a focus for Portland, Maine-headquartered Allagash. The focus is almost exclusively on Allagash White, which accounts for more than 80% of the company’s business, with a pretty event split between on- and off-premise retailers, Tod said.
“2025 and forward is going to be focusing on Allagash White,” he said.
Tod added that there remains a “ton of opportunity” to grow White in chain retailers, as Allagash was primarily an on-premise brand pre-pandemic and the company has built a meaningful chain business over the last four years.
Although White is the main focus, Allagash will be launching popular styles in its core markets, such as Hazy IPA, Lager and Hop Water. Tod added that Allagash has a trove of beer styles “at the ready” should retailers or wholesalers want the brewery to enter those spaces.
Wisconsin Brewing president Paul Verdu shared the transformation Wisconsin Brewing has undergone since 2019, from a craft brewery with two brands to a copacker that also has a craft brand.
Copacking is part of a three-pronged approach for Wisconsin, alongside its Lake Louie craft brand and taproom in Verona.
“In 2019, before we made a bunch of changes, we would have called ourselves a craft brewery that’s starting to dabble in copacking,” he said. “In 2024, we’re a copacker that’s super passionate about brands. Eighty percent of our business is now across all kinds of beverage categories.”
This year, the overall business will pass the 90,000-barrel threshold for the first time, after doubling its revenue in 2023, growing 50% this year and hitting its capacity ceiling.
Watch the full conversation above for more insights.
And watch other talks and presentations from Brewbound Live here.