Craft Brew News - 11/22/19

(Courtesy of Brewbound – www.brewbound.com)

BrewDog Seeks Crowdfunding to Build West Coast Brewery, Launch Distillery, Expand Hotel

BrewDog is seeking U.S. investors in the third round of its Equity for Punks crowdsourcing campaign to fund three major domestic projects.

With funds from this round of investment, the U.S. arm of the Scotland-based craft brewery will open a production facility in California, launch its distilling company stateside and expand its hotel, the DogHouse, by adding lodges constructed from repurposed shipping containers and “popup kennels” to its three pubs in Columbus, Ohio and one in Indianapolis.

Shares cost $60 and can be purchased individually or in investor platforms through May 2020. BrewDog launched Equity for Punks in the U.S. in 2017 and collected a second round in 2018. So far, 13,000 investors have participated in the U.S. The goal of the third round is to reach 100,000 investors.

In exchange for purchasing shares, investors receive access to limited-edition beers, BrewDog merchandise and experiences, such as stays at the DogHouse in Columbus and tickets to BrewDog’s Annual General Mayhem, the company’s annual shareholder meeting in Aberdeen, Scotland.

BrewDog opened its Columbus, Ohio, brewery in 2017. That year, it produced 6,539 barrels; production skyrocketed to 36,353 barrels in 2018, according to data from the Brewers Association, the non-profit trade group representing the country’s craft brewers. Chief revenue officer Adam Lambert told wholesalers earlier this fall that the company was on pace to double business in 2019.

Aldi Adds Alcohol Delivery via Instacart

Discount supermarket chain Aldi has partnered with grocery delivery app Instacart to deliver alcohol, according to Supermarket News.

Shoppers must share their birthdate when they order and provide ID when the delivery arrives. The service is only available where legal.

Aldi rolled out the Instagram partnership to its footprint last fall after a test run in certain markets in 2017. The chain operates 1,900 locations in 36 states.

Heineken Discontinuing Plastic Packaging

Heineken will roll out cardboard toppers — instead of plastic rings — to 6-packs of Heineken, Foster’s and Kroenbourg 1664 in the United Kingdom next spring, according to a report in the Drinks Business.

The company has invested 22 million pounds to transition to the new packaging, which is expected to occur in April 2020. By the end of 2021, the cardboard toppers will roll out to other brands in the Amsterdam-headquartered company’s portfolio, including Strongbow and Bulmer’s ciders.
Heineken’s goal is to remove 517 million tons of plastic from its production lines.

A-B’s Babe Canned Wine Becomes Official Wine of the NFL

A mere four months after acquiring the remaining stake in Swish Beverages, Anheuser-Busch has struck a deal to make Babe canned wine brand the official wine sponsor of the NFL.
Three Babe varieties — Rosé, Pinot Grigio, and Red — are now available at 12 NFL stadiums, with more to be added this season. Among the franchises Babe has relationships with are the Miami Dolphins, Washington Redskins and Denver Broncos.

As part of the deal, Babe will be allowed to use the NFL trademarks, including its iconic shield logo, as well as the terms “Super Bowl,” “Draft,” Pro Bowl” and more. A-B is also planning Babe activations at major events, including the Super Bowl and Pro Bowl.

In late June, A-B’s innovation and growth unit, ZX Ventures, acquired the remaining stake in Swish Beverages, a relationship that began with a minority investment in 2018.


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