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A Distribution Strategy
Everyone is asking when we will expand our distribution of Heady Topper. Although we are unable to commit to any other market on a regular basis, we hope to occasionally spread some Heady around New England and beyond.
We have been struggling keeping up with the demand for Heady Topper here in Vermont since we opened in September. We had a great winter season, and continue to sell nearly 80% of our beer in Burlington alone! We are happy with this, as we always wanted Heady to be a local beer, first and foremost.
Initially, we thought we would have enough Heady Topper to send to Boston on a regular basis. However, we were pleasantly surprised to learn that Burlington has a lot of beer drinking power (I would have been in trouble if Heady was around while at UVM). Hence, we have only had the opportunity to make one shipment to Boston in the last 8 months.
Now that mud season is among us, I am happy to say that we finally have some extra product to send out of Vermont. Over the course of the next 8 weeks, we plan to make shipments to Philadelphia, Boston and NYC. We wanted to attend Philadelphia Beer Week in June, but realized that we will not have enough product to send out of state once summer is upon us.
So, we will have Heady Topper available in Philadelphia within the next 2 weeks. Origlio is helping us with this shipment; we hope to have a link on our website listing retailers as soon as possible. I do know that our friends Tom and Peggy, at Earth, Bread and Brewery will be having some sort of event with Heady. Wish we could make it! They are a lot of fun.
In a couple more weeks, I hope to have another pallet to send to Boston. We sent a pallet a few months ago, and we look forward to getting some more fresh Heady to our neighbors in Massachusetts. This is a great market for us- lots of honest beer drinkers. If we ever have enough Heady to expand our distribution on a regular basis, it will most definitely be Boston.
Finally, sometime in May, we hope to send a pallet to NYC. This will go through Union Beer. Again, we will post a link on our website with retailers. We have never sent Heady to NYC, so it will be fun to see how it goes. And, it will be really great to have our good friends at The Blind Tiger serving it.
Once summer arrives, we anticipate selling all canned Heady Topper in Vermont. However, in the meantime, we will do our best to get some Heady to our neighboring states.
We are absolutely humbled by the response we have had in Vermont. Consumers and retailers alike have shown us more support than we ever dreamed of. So, thank you Vermonters! And, thank you to everyone who has made the pilgrimage to Vermont to visit us and all of our great local breweries.
Following Tropical Storm Irene’s flood devastation, the financial boost you bring to our villages is integral to our recovery.
-Jen
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This is the best news of the day! If I could have Heady Topper in NYC, I would be awestruck. I’ve only had a sip and it’s amazing. Keep up the great work, and please keep growing!!!
Andy
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Don’t ship TOO much out of state.
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I followed that pallet of heady topper around Boston. I look forward to doing so again!
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Dont forget about NH!
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Does this mean that when you ship the next pallet to MA that it will all go to on premise ? I would love to be able to buy at a retail store.
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I traveled all the way from Delaware to tour breweries in Vermont. The Alchemist was the last one I hit and I’m glad for it. Heady Topper topped my list of beers I brought home. The only thing that upsets me is that I’m almost out and it’s so hard to get back to VT!!!
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I shared this blog post with the owner of my favorite bar in NYC and he was able to reserve 3 cases…we’ll see about that!
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Caught the Boston shipment last time at Lord Hobo and I most definitely will again!
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Where’s the love for CT? At least we’re part of New England – yeah, you heard me Pennsylvania.
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After VT, Mass, NYC and Philadelphia (all bigger/home markets), please don’t overlook your neighbors in New Hampshire.
I know the state’s archaic distribution laws make it a pain for outside brewers entering the state, but I think the recent opening of several good beer stores throughout cities and towns in the south of the state, and the growing number of breweries and festivals show that there’s real interest in good beer. Since you brew good beer and your neighbors across the Connecticut want to drink more good beer, it seems like a natural fit!
Speaking of Vershire, I wonder if you’d ever have a chance to do a post about the background of how NH Seacoast music/art scene king, Dan Blakeslee, came to do the Heady Topper and other drawings for you?
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Will there be a distribution availability similar to the Philadelphia link you posted on twitter when the beer arrives in MA??
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Greetings! Please keep us posted when you will be distributing to area business in Vermont. I am located in Brattleboro VT and my husband and I have driven up to the Brewery and then the Cannery several times to stock up on beer. I wish I could buy the beer more often but due to the length of the drive we don’t get up there often enough!
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Been up to your brewery twice once right before the storm – which I was able to drink “Shut the Hell up” still one of the best session beers to date IMO. You guys were able to ship to Ryan and Casey’s in Greenfield, MA but past up on the large beer store Discount Beverage in Brattleboro,VT??
Any idea, of when Southern VT will be able to go buy 4pks of the Head?
~a true fan of the beer and a fellow brewer.
AyeJaye Lovern
Cheers!
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Thanks for the feedback AyeJaye and Erin.
As soon as we are able to increase production a bit, we most definitely want to get Heady everywhere in the state of Vermont (on a consistent delivery schedule). Our recent shipment to Massachusetts was a one time thing until we are able to make more beer. Hopefully this fall…
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i work at portsmouth provisions in nh, are you guys planning on sending any out here?! we would totally love even a case! if not looks like im gonna have to make a trip to bulington. awesome that dan did the artwork too i have a bunch of his flyers he put up in the store, amazing artist and musician.
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Come to CT! Pretty please!!
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Can you be more specific on the ‘sometime in may’ for NYC?
Don’t want to miss that!
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Great news about Boston. Hopefully, there will be regular distribution to stores: at least I won’t have to pay $11 bucks a can in a pub:) Looking forward to seeing more in the Boston area and Massachusetts.
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Bring some to Upstate NY! More specifically, ITHaca. Thanks!
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Nashua, NH Please!
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As a restaurant owner in NH I hope you do distribute over here! Your beers would sell like mad.
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Will you ship case lots to Virginia. Was in Burlintopn for conference recently. Best beer I’ve ever had. Got to have more but VT is a long way. Please HELP.
THANKS
rOB
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Is there a retail store in New Jersey where I can purchase
Heady Topper??? If not, would you ship a case????
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I own an Italian restaurant in Rutland, VT – how can I get Heady Topper for my restaurant? I had multiple customers this weekend asking for it ! Can I come pick it up ? – Thanks!
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i live in nj. can i find it here ?let me know. thanks
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I am a Vermonter currently running a bar in Rhode Island. I would love to be the first in the state to carry the worlds best beer. It’s a question I ask my distributors on a weekly basis, “when and who will get alchemist?”! Good praises to you!!!