Karl Strauss Officially Launches in Northern California

Karl Strauss Brewing Co. officially launched in Northern California this month with a 5,000 case-equivalent order from DBI Beverages Inc.

Karl Strauss General Sales Manager Michael Yao told Brewbound.com in June that the launch will initially be focused at on-premise sampling and regional grocery business through chains like Lunardi’s and Nugget Markets.

Below is the complete press release and an interview with Yao from the 2012 Craft Brewers Conference.

SAN DIEGO, CA – Karl Strauss has inked a deal with DBI Beverages Inc. to distribute the company’s portfolio of award winning craft beers in 8 warehouses across 22 counties in Northern California. With the launch of Northern California, Karl Strauss Brewing Company is distributing its beers outside of Southern California for the first time since opening in 1989.

Until now, the company has focused on self-distributing its beers throughout Southern California, with an emphasis on organic growth and a fanatical attention to quality control. Currently the 44th largest craft brewery in the entire US with distribution in only half of the state, Karl Strauss looks forward to sharing its beers with all of California.

“We’ve had fans asking for our beers up in Nor Cal for a long time,” says Paul Segura, Karl Strauss Brewmaster. “We wanted to wait until we had all of the pieces in place—the new bottling line, keg machine, and additional capacity—before we made the move into Northern California. Quality is paramount and we want to make sure we do this right.”

Despite pent up demand from beer fans in several states, the company is dedicated to controlled, quality growth in California before expanding elsewhere. DBI Beverages took an initial opening order of 5,000 case-equivalents and will enter the market on and off-premise with award-winning Red Trolley Ale, Tower 10 IPA, Pintail Pale Ale, Windansea Wheat, and Wreck Alley Imperial Stout. Subsequent orders will also include the return of the company’s highly anticipated Coastal Reserve Series, featuring Big Barrel Double IPA, Blackball Belgian IPA, and Boardwalk Black Rye IPA.

“We were up there last week for training and the level of enthusiasm DBI has is through the roof,” says Marc Martin, Karl Strauss VP of Beer. “We’re looking forward to a great partnership. They understand craft beer and our brand.”

In addition to partnering with DBI Beverages, the company is exploring relationships with several other distributors to fill out the footprint of the state. Karl Strauss also recruited beverage alcohol industry veteran, Kevin Riddiough, as the Northern California Sales Distribution Manager. Riddiough comes to Karl Strauss with 15 years of experience with “Pacific Wine & Spirits” and knowledge of the Northern California marketplace.

Karl Strauss is kicking-off its Northern California launch with a series of pint nights across the Bay Area. The company will also be participating in several beer events, including:

  • 7/21/12 – Kraft Brew Fest — San Jose
  • 7/28/12 – California Beer Fest — Santa Cruz
  • 7/28/12 – Bay Area Brew Fest — Fort Mason
  • 8/3-5/12 – Mammoth Craft Beer Fest— Mammoth Lakes

For more information on Karl Strauss’ Nor Cal launch and 2012 plans, visit www.karlstrauss.com.

About Karl Strauss Brewing Company

Since 1989, Karl Strauss Brewing Company has pioneered the local beer scene in San Diego. 23 years later, the company continues to brew an innovative line-up of award-winning beers ranging from longtime favorites like Red Trolley Ale to new releases like Wreck Alley Imperial Stout. In 2011, the company brewed 40,000 barrels and ranked #44 on the list of the country’s top craft breweries. To keep up with double-digit sales growth, the company is adding capacity to its brewery, expanding distribution throughout California, opening a new brewery restaurant, and breaking ground on an extensive brewery renovation. For more information visit www.karlstrauss.com or call the brewery at (858) 273-2739. Follow us on Twitter and become a fan on Facebook. Share it. Cheers.

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