Nearly four months after the completion of the sale of Stone Brewing to Sapporo, Stone CEO Maria Stipp joins the Brewbound Podcast to share how the integration process is progressing, when the first Sapporo beers produced at Stone’s U.S. facilities will hit the market, the expansion of the Buena family into spirits-based canned cocktails, and what’s next in 2023.
Stipp told Brewbound that the two companies got off to a “fast start” with the integration process, which started with sales and marketing.
Stone will begin brewing Sapporo beers at its facilities in Escondido, California, and Richmond, Virginia, in December. Stipp said the brewery has achieved flavor match with the Sapporo’s beers imported from Japan, and she expects the first Stone-produced Sapporo beers to begin hitting retail shelves by Q3 2023.
Although wholesaler alignment is typically a next step following the sale of a brewery, Stipp reaffirmed that the craft brewery’s beer will continue to be distributed by Stone Distribution in Southern California. (Stone Distribution was carved out of the sale of the brewery operations.) Stipp added that in markets like Chicago and Florida, the Stone brand has been traded for the rights to Bell’s Brewery’s brands, as New Belgium works to align distribution of those two brands.
Stipp stressed that continued growth for the Stone beer brands outside of the combination with Sapporo remains important moving forward.
“We’re looking at continued growth for Stone,” Stipp said. “We’ve got a solid three-year plan on what we’re looking to do and how to accomplish that. We have focused on our core brands … over the last couple of years, which is somewhat different from how Stone has operated in the past. We’re putting in a lot of time and effort on our brand families, with Delicious and with Buena. And it’s working, and we’ve been very disciplined in our pricing approach as well.”
Stipp added that Stone has had to acknowledge that there are consumers who have either never tried its beer or who have not had it recently.
“We know that by adding Buenaveza [Salt & Lime Lager], we brought in new fans,” she said. “And that’s good news, and so we want to continue to do that, but we also want to make sure that we don’t forget about our core consumer, the people who have been there for us for years.
Among the priorities for Stone in 2023 are a refreshed Delicious brand family and the Buena family, which has been extended beyond the lager brand to include Buenavida Hard Seltzers and Buenafiesta, a line of spirits-based canned cocktails recently launched in the Southern California market. Those brands are about opening the Stone brand up to “new fans.”
“We’re really being thoughtful about what we’re bringing in that’s new, to not only have the craft beer drinker be excited but to maybe people who don’t drink IPAs or other kinds of craft beer,” she said.
“We’ve made Buenaveza our No. 1 priority for the last few years, and it’s become our No. 3 brand overall and our No. 1 draft brand,” she continued. “This coming year, we’ve pivoted to refreshing our Delicious IPA brand with new packaging, a new look, and a mix pack with two additional flavors. And that will be a big driver for us in 2023.”
Listen to the full interview in the episode above and on popular platforms such as iTunes, Google Play, Stitcher and Spotify.
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