Announcing Distribution Partnership with Walmart
Crooked Lane Brewing Company Announces Distribution Partnership with Walmart
Deal could mean $80M to 2019 revenue for the young brewery.
AUBURN, CA– Crooked Lane Brewing Co., an award-winning craft brewery, announced today that Walmart has signed on as a distribution partner, effectively bringing the brewery’s bacon-infused beer to shoppers throughout the US and 17 countries by 2021. The move immediately adds one of the most popular names in American consumerism to Crooked Lane’s growing client list.
Headquartered in Auburn, CA., Crooked Lane Brewing Co. is a growing Northern CA brewery that opened its doors in August of 2016. Through the partnership, Walmart will receive 4,200 barrels of Crooked Lane’s newly released Bacon Gose With Everything a bacon-infused Gose, every 6 months.
The brewery took a huge chance on a recipe pairing the flavor and popularity of bacon, with the Hipster favorite Gose beer style. Gose is known for its dominant flavors that include a lemon sourness, an herbal characteristic, and a strong saltiness (the result of either local water sources or added salt.) Brewmaster, Teresa Psuty, took a modest stance to the news that this new beer could become a middle America darling. “I’ve brewed a lot of great beers that have performed well in commercial craft beer competitions. I’m proud of that. But this beer is not one of them. I have no idea why they (Walmart) decided this was the beer that will become their flagship adult beverage. It literally makes me sick. I won’t drink it.”
“Crooked Lane’s Brewmaster is entitled to her opinion” said Jerry Costanza, Sr. Director of Retail Business Development for Walmart. “We think this beer will become a top-seller for our stores throughout the Midwest. The fact is, we own the rights to this recipe now; therefore we get to decide when and how much is made.”
In just 6 weeks time, county fair season will begin in many Southern states. Walmart feels poised to take advantage of that by releasing the bacon-infused beer for as little as $2(US) per can in that region next month.
“As company President and Head of Sales and Distribution, I like this deal.” said Kirt Braun, Co-founder of Crooked Lane Brewing Co. “But seriously, I have to agree with Teresa. I mean, don’t get me wrong. You can pretty much wrap bacon around anything and I’ll eat it. But this beer would send my cholesterol numbers through the roof. My hope is that the California Walmart stores won’t carry it.”
Adrian Psuty, Co-founder and Head of Brewing Operations, faces a difficult task. “People don’t realize what’s involved in removing bacon grease from the transfer equipment. The team has been sanitizing everything with hot caustic for days, but the brewhouse still smells like a breakfast deli.”
Walmart and Crooked Lane released the first of ten commercials promoting the new beer. You can check out a sneak preview here: https://youtu.be/E_pnBXtlDCw
About Crooked Lane Brewing CompanyA 15-barrel craft beer brewing company specializing in a variety of traditional English ales, German lagers, and East & West Coast style IPAs. The brewery is also known for producing social media content that is for the sole purpose of making their customers smile. For more information, please visit http://bacongose.com.