Ferndale Project Announces Statewide Distribution Partnership with Imperial Beverage

FOR IMMEDIATE RELEASE

Contact: Dayne Bartscht, Founder 734-882-0818 

Ferndale, MI – As breweries across the country face closures due to rising costs, inflation, and slowing demand, one Michigan brewery is standing out as a rare success story.

Ferndale Project, the experimental arm of Eastern Market Brewing Co., has officially signed a statewide distribution agreement with Imperial Beverage, making its top-rated, small-batch beers available across Michigan—from Detroit to the Upper Peninsula—for the first time.

“This is a bright spot in a tough time for the industry,” said Dayne Bartscht, founder of both Eastern Market Brewing Co. and Ferndale Project. “We’ve had the opportunity to go statewide for some time, but we waited for the right beers, the right partner, and the right moment. This is that moment.”

From Pandemic Pivot to Breakout Brand

The journey began in 2019, when Eastern Market Brewing Co. was brewing at capacity. The team acquired Axle Brewing’s former facility in Ferndale and launched Ferndale Project just weeks before the pandemic hit. What could have been a disaster turned into a springboard for innovation.

Faced with immediate shutdowns, the team leaned into creativity. They pivoted from draft-only to cans, releasing two new beers every week, and even launched “10 businesses in 10 days” to keep staff employed and customers engaged. That resilience helped Ferndale Project not only survive, but thrive.

The brewery retained its team, opened a café, launched its Detroit-style pizza brand Elephant & Co., and became a destination for the flavor-curious. Its taproom-only drops frequently sell out and have earned Untappd ratings that rival national hype breweries.

Strategic Distribution, Intentional Growth

While the beers may be new to shelves across Michigan, the strategy behind the move has been years in the making. In Michigan, franchise laws lock breweries into long-term distributor relationships. For Ferndale Project, that meant waiting until everything aligned—the right moment, the right brand, and most importantly, the right partner.

“This wasn’t a quick decision,” said Bartscht. “We’ve always taken pride in our self-distribution model. It’s helped us grow smart, stay close to our customers, and remain nimble. That approach built the kind of brand strength and market presence that made this opportunity possible.”

Ferndale Project, which has historically self-distributed in limited volumes due to its premium pricing and taproom-driven model, sees this partnership as a strategic test.

“We’re incredibly excited to be partnering with Imperial,” Bartscht added. “They understand who we are, what we stand for, and the kind of beer we’re committed to making. This rollout allows us to bring Ferndale Project to more people across Michigan than ever before, and we’re thrilled to do it alongside a partner who shares our passion for quality and community.”

Eastern Market Brewing Co. will continue to self-distribute independently at scale across Michigan.

Now Available: Ferndale Project’s Lineup

The first five beers to launch statewide are fan favorites, tested and perfected through direct taproom feedback:

• Flight Pattern: Citra – Double dry-hopped hazy DIPA with hand-selected Citra 
• Key Lime Pie A La Mode – Tart and creamy fruited sour with vanilla wafers
• Lemon Meringue A La Mode – Bright citrus, silky texture, pastry-inspired
• Cherry Confetti – Imperial pastry sour with cherry, vanilla, and cake batter
• Raspberry Confetti – Jammy, fruit-forward sour with a rich finish

“We are thrilled to expand our offerings with such a unique and innovative brand,” said Joey Cekola, Co-Owner and CTO of Imperial Beverage. “Ferndale Project’s groundbreaking brewing methods have led them to craft a truly unbelievable lineup of premium beers that are sure to shake up the market, and we are honored to help make them available all over Michigan.”

Already on Shelves—And Pouring Fast

The initial rollout includes placement at:

• All 5 Michigan Total Wine locations
• 15 Busch’s Fresh Food Market stores
• 10 HopCat locations (coming this summer)

Launch-day tastings take place today at Busch’s in South Lyon, Plymouth, Rochester Hills, and Ann Arbor, with more tastings planned at Total Wine and HopCat throughout the summer.

Calling All Bars, Restaurants & Retailers

Ferndale Project is actively expanding to bars, restaurants, and bottle shops throughout the state. Beer buyers are encouraged to contact their Imperial Beverage rep or reach out directly to Dayne Bartscht at 734-882-0818

“This moment is for the community that built us,” said Bartscht. “From the folks who stood in line for our taproom drops to those who delivered beer door-to-door in the early pandemic days, we’re here because of you. And now we get to share that energy—and those beers—with the rest of Michigan.”

About Ferndale Project

Ferndale Project is a community brewery and flavor lab launched by Eastern Market Brewing Co. in 2020. Known for hazy IPAs, fruited sours, and boundary-pushing pastry stouts, Ferndale Project uses rapid A/B testing and direct customer feedback to craft some of Michigan’s most innovative beers. What began as a pandemic response has grown into a statewide success story, rooted in creativity, resilience, and community. Learn more at ferndaleproject.com

About Imperial Beverage

Imperial Beverage is a Michigan-based, statewide beer, wine, soda, and spirits wholesaler established in 1933 after the repeal of prohibition. Purchased by Kalamazoo’s Cekola family in 1984, the company has grown from a one-county beer distributor to employing 350 employees with four locations in Kalamazoo, Livonia, Traverse City, and Ishpeming. Imperial Beverage provides statewide coverage that serves every Michigan county, every week, all year long.