I love Avery White Rascal. So it was with great concern that I heard the news yesterday that for the foreseeable future, I might not be able to get any here in Oklahoma. Our fair state is included in a list of eight states that Avery is pulling its beer out of. The good news, for Avery, is that the demand for their beer is so strong, they can’t keep up with the size of the market they’ve created. Good for them. Avery fans in Oklahoma and seven other states (as well as parts of some other states) get the bad news. Here’s a news release the brewery sent out to explain the situation:
BOULDER, COLO. – Avery Brewing Company plans to withdraw from eight states and seven other partial-state markets beginning (this month). Faced with skyrocketing demand — first quarter 2011 production growth for their home state of Colorado is 81% and overall production growth is 75% — the brewery has been forced to make the tough decision or lose the ability to support all markets with a steady supply of fresh beer.
Beginning (this month) beer shipments will be ceased to Arizona, Connecticut, Indiana, Nebraska, New Mexico, Oklahoma, Rhode Island and Tennessee. Avery Brewing Company hopes to re-enter these eight states at some point in the future once production capacity can catch up with demand. The brewery is also leaving several partial state markets, including: Northern California (Bay Area and Sacramento), Eastern Arkansas, Upstate New York (outside of New York City), Central Florida (Orlando area) and Wisconsin.
Avery Brewing Company would like to extend a sincere and heartfelt thank you to those who have supported us — and our beers — in these markets over the past years. To our distributors and their hard working sales staff, to our retailers in on-premise and off-premise channels who have promoted our products with zeal and passion, and to our loyal customers and fans who have challenged their palates and enjoyed our beers over the years: thank you, thank you, thank you!! Our apologies for any frustrations this change brings your way. According to Avery Brewing President/Founder Adam Avery, “We all feel terrible about having to pull out of these markets. No matter how you cut it, it is disappointing that we’ll no longer be able to serve our loyal fans in these areas. “ Ted Whitney, National Sales Director at Avery Brewing Company, added, “This is certainly unfortunate, but it was done with the best intentions. It’s about getting fresher beer and better experiences for our customers.”
Avery Brewing Company is one of several craft breweries to announce such cuts in 2011, but these disappointing changes are actually the sign of a very positive trend in the industry. Exponential sales growth for craft brewers can only mean one thing: the craft beer movement is on fire, attracting more followers and gaining mindshare with people of all demographics across the country. More fans means more market potential for all of the craft industry, and that’s a very good thing that will bring more great beer into the lives of Americans everywhere. Here’s to American craft beer in 2011 and beyond!