In Boston, where Mass Bay operates “Harpoon Distributing Company,” a wholly-owned subsidiary of Mass Bay Brewing, Kenary said he would look strike a deal with Horizon Beverage, which distributes Clown Shoes as well as Harpoon and UFO offerings. In the remaining states, Mass Bay will seek alignment on a “market-by-market” basis, Kenary said. “We’ll have them aligned in Vermont, so that’s a great start with at least a presence in half the New England states.” “We have to deal with the reality of franchise laws.”Ĭlown Shoes and Mass Bay do share wholesalers in parts of Massachusetts, New Hampshire, Upstate New York and all of New Jersey, however. “That’s the story of every beer acquisition,” he said. Production of Clown Shoes’ beer is expected to begin next week in Boston and in late November in Vermont, he added.Ĭlown Shoes’ beer is currently sold in 28 states and five countries and Kenary told Brewbound that there’s “not as much” distribution alignment as he’d like. Mass Bay will also take over a majority of Clown Shoes’ production.Īccording to Kenary, “80 to 90 percent” of Clown Shoes’ beers, including year-round core, limited-release and barrel-aged products, will shift from Ipswich Ale Brewery to Harpoon’s facilities in Boston and Windsor, Vermont. “We will absolutely have a say when they’re coming out with new labels.” “We’re all on the same page on that,” Kenary said. However, Mass Bay will have say in the final product, ensuring the company avoids the controversial imagery that has plagued Clown Shoes in the past. “We’re not looking to Harpoonize Clown Shoes,” Kenary said. Berman, along with head brewer Dan Lipke and designer Michael Axt, will oversee the creation of new products, labels and artwork. We will, in fact, create small batch, state specific, and barrel aged beers at an accelerated rate in 2018.”Ĭlown Shoes, which was founded in 2009, will continue on as its own distinct brand. “We will still produce innovative, high quality beers with signature graphic marketing. “For this partnership to work, everyone needs for us to continue to be Clown Shoes,” he wrote on the company’s blog. They love the idea of employee ownership and the ESOP, so things just kind of clicked.”įor his part, Berman said a sale to Harpoon didn’t mean the company was “selling out.” They really sell in the speciality, higher end of the craft segment, which is not our strong suit. “They’re looking for a home we have excess capacity. “The more we got to know Gregg Berman and his team, the more we thought that this could be a nice fit for us,” Kenary said. “I think Gregg Berman just decided that he had driven this thing as long and as far as he was able to with the resources, and decided if I can get a great partner to help me take this to the next level, I want to do it.”īut after taking a more serious look at the deal, Kenary said he was attracted to the brand’s “irreverent” and “fun attitude.” He also saw the opportunity to fill gaps in Mass Bay’s portfolio. “They’re all excited to take their beer and their brewery to another level, and we’re excited to help them do it.”īerman first approached Kenary in March with an offer to buy the Clown Shoes brand. “Gregg’s team, they’re all coming over - every single one of them,” he said. Mass Bay already has minority investments in Barrel House Z, another Massachusetts craft brewery, and Latitude Beverage Co., the Boston-based wine company behind the popular 90+ Cellars label.Ĭlown Shoes founder Gregg Berman and seven other employees will join Mass Bay Brewing and have an opportunity to participate in the company’s Employee Stock Ownership Plan (ESOP), Kenary added. “We have every incentive now to grow this brand and make it successful,” Kenary said of wholly acquiring the business, “which is ideal.”
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |