Food and Drink International - Winter 2016 Volume 1 - 68

p

PRODUCERS

Brooklyn Brewery

>> Founder Steve Hindy (top) started Brooklyn Brewery to pay
homage to the rich history of his beloved borough. Over the
years, his company has become a staple in the industry.

brewery has an IPA - or several - we
have an interesting tie-in for this IPA
with New York Comic Con. The design
on our label is a character designed by
different comic book artists every year.
It's a lot of fun and has been very well
received in the marketplace."

will re-launch around Memorial Day
2017 in bottles. "It's a very easy drinking, everyday beer," Ottaway describes.
"These are two new innovations that
we will focus more on moving forward.
We will make a big push starting with
Memorial Day; it's the perfect opportunity to get product out through the summer months and beyond."
Brooklyn Brewery last year launched
Defender IPA, which Ottaway says has
been a huge success for the company.
"It's West Coast-style, very hoppy and
juicy IPA," he describes. "While every

68

"That means we are not a small family
run business anymore - we are running
a real company with lots of employees
and that comes with the need for better
structure, execution and quality across
the board."
To ensure its marketshare and relationships are solid, Brooklyn Brewery
remains in constant communication
with its distributors. Distribution is
changing rapidly right along with the
craft beer industry because the next
generation is moving into leadership
positions with new ideas and different
approaches. "We meet with our distributors once per year socially with no
strict agenda to it," Ottaway says. "We
informally exchange ideas and talk
about what's happening out there.
"Craft brewers are going through
dynamic changes and so is the distribution side in a parallel way," he continues. "That's where those relationships
are all the more important - to be tied
into the next generation."
Because the craft beer industry is
going through what Ottaway calls a
"messy phase" of still sorting itself out,

"We rolled out this past summer a big
packaging refresh and overhauled our
six-packs and cartons." - Eric Ottaway
Stability in the 'Mess'
The two biggest changes in the craft
beer industry are the proliferation of
players in the market and the continuing pressure from big brewing companies as they buy up independents to
have more play in the space, Ottaway
says. "Those two things have created a
competitive dynamic force in the industry that is forcing everyone to up their
game to stay competitive," he adds.

food & drink international * winter 2016 volume 1 * www.fooddrink-magazine.com

Brooklyn Brewery maintains stability
in its current market. "There has been
a dramatic explosion in the industry in
terms of entrance, and both retail and
distribution are trying to wrap their
heads around the number of players out
there and how to handle it all," he explains. "It's a good time for us to focus
on our existing markets while things
sort themselves out rather than rushing
into new markets."


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 1

Contents
Food and Drink International - Winter 2016 Volume 1 - Cover1
Food and Drink International - Winter 2016 Volume 1 - Cover2
Food and Drink International - Winter 2016 Volume 1 - 1
Food and Drink International - Winter 2016 Volume 1 - Contents
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