The priorities for Brewery Ommegang in 2021 look a lot different than the Belgian-inspired beers for which the Cooperstown, New York-based craft brewery is most known. Those focal points include the Neon family of IPAs, a nationwide relaunch of Idyll Days Pilsner and an old favorite in a new package, Three Philosophers cans.
Duvel USA executives laid out those plans during last week’s national sales summit (read about the plans for the company’s beyond beer offerings and Boulevard Brewing Company).
Duvel USA marketing director Natalie Gershon acknowledged that Brewery Ommegang has been challenged for several years. Some of those struggles were “bad luck,” as 750 mL bottles fell out of favor with consumers, and the brewery operated on a go-to-market strategy that “proved especially vulnerable” to the “explosion of new craft breweries.”
“Other factors, we simply have to own,” she said. “For too long, we relied on beer styles that had fallen out of favor with the consumer, and we lacked continuity of leadership and direction. Because of this, we failed to develop a clear consistent compelling vision. We created self-imposed barriers surrounding who we are and what we should do, instead of boldly dreaming about who we want to become.”
In 2021, Duvel USA is aiming to break down those barriers and reimagine Brewery Ommegang in an effort to appeal to “younger and more exploratory drinkers.”
“We’re going to give ourselves permission to chart a new course and redefine Brewery Ommegang into something solid and real and lasting,” she said. She urged wholesalers to partner with Duvel USA to “re-establish Brewery Ommegang as a dominant player in the northeast and a strong national brand.”
To do so, Duvel USA is building not around a Belgian-inspired offering but instead a New England-style IPA, Neon Rainbows, and a session IPA, Neon Lights.
Neon Rainbows launched in late 2018 but didn’t become a year-round release until August 2020. The beer is now the top selling brand in the Brewery Ommegang portfolio.
“Ommegang has traditionally under-indexed in IPA, and Neon Rainbows and Neon Lights are the right beers, at the right time with tailwinds,” Gershon said.
In February 2021, both Neon family beers will launch nationwide as year-round offerings on draft and in 16 oz. 4-pack cans ($12.99). They will also feature a refreshed look.
Duvel USA VP of sales Bobby Dykstra said the goal is to get Neon Rainbows and Neon Lights together in 2,000 off-premise accounts in 2021.
In addition to those releases, the Neon family of brands will include a collaboration with Sloop Brewing, a double IPA (Neon Neon Rainbows) and another collaboration for the fall.
The Neon family of brands will anchor the newly christened OMG series of beers by Brewery Ommegang. Duvel USA director of national accounts Blythe Lee said the OMG series “directly addresses concerns and the feedback” from wholesalers and chain buyers over the years. Neon Rainbows and Neon Lights are Duvel USA’s top chain asks for 2021.
Another new offering in the OMG series is a tea lemonade pilsner, which will be available on draft and in 16 oz. cans ($12.99) and begin shipping in March through August, Gershon said.
Other Priorities: Three Philosopher 4-Pack Cans and Idyll Days Relaunch
Taking a page out of Boulevard Brewing Company’s playbook with Tank 7 cans, Brewery Ommegang will focus on getting distribution of Three Philosophers in cans.
“We have got to match our 4-pack bottle distribution with 4-pack 16 oz. cans of Three Philosophers,” Dykstra said.
Lee added that there is a “ton of run room” Three Philosophers 16 oz. 4-pack cans, which will be line-priced with 12 oz. bottle 4-packs at $14.99.
In another shift for Brewery Ommegang, Three Philosophers and Abbey Ale will be the only year-round offerings sold in 750 mL bottles, which had been a key package for the company in the past.
Another anchor brand for Brewery Ommegang moving forward will be Idyll Days pilsner, which will launch nationally in 16 oz. can 4-packs ($9.99) in 2021. Dykstra said the brand’s launch this spring was disrupted by the pandemic, so the company is going to give it another chance in 2021.
Deer Slayer Launches in Upstate New York
The team at Brewery Ommegang has also developed a beer that is neither Belgian-inspired nor a hazy IPA: Deer Slayer. Gershon described the beer as “a crisp, straightforward, easy-drinking beer” made for outdoor lifestyles.
The beer will be brewed under the Contra Brewing sub brand and is shipping now in upstate New York.
“What’s next?” Gershon said. “Who knows?”
Brewery Ommegang Gets Just 4 Limited Releases in 2021
Brewery Ommegang is pairing back its limited releases.
“We already poured one out for less than stellar behavior with excessive innovation, and in counting them up Brewery Ommegang had over 20 limited releases in 2020,” Gershon said. “Pretty on brand for this year, right? No more. Next year, just four of our favorite, most beautiful beers, releases that demand to be shared.”
Those four include Double Chocolate Three Philosophers made in partnership with Taza Chocolate, will launch in January. That release will be followed by Super Kriek in April, Rye Barrel Vanilla Stout in the summer, and Everything Nice cookie beer for the holidays. Those offerings will be available in 4-packs of 12 oz. bottles ($14.99) and on draft.
In the broader Ommegang portfolio, beloved beers such as Rare Vos and Hennepin still have a place but won’t be a focal point.
“We love these brands,” Gershon said. “They built Ommegang, and we’re not going to turn our backs on them. But I also think that we have an opportunity to carve a new path and that’s really exciting. And we’d be silly to not charge ahead.”
In another strategy shift, the company is looking beyond high-end bottle shops and upscale dining venues to bring Brewery Ommegang beers to sports bars, drive bars and burger joints, Gershon said.
Duvel Celebrates 150th Anniversary in 2021
Duvel Moortgat will celebrate its 150th anniversary in 2021.
Even during a challenging 2020, Duvel Moortgat CEO Michel Moortgat noted that the company may finish 2020 with “almost no volume losses or even some small gains.”
“Last June was our best selling month ever, in the whole history of our company,” he added
For Duvel USA’s import brands, the company’s top priority is growing 11.2 oz. bottles of Duvel, which will feature refreshed labels for 2021. Their goal is 5% growth for the brand, and 10% growth for Duvel Single Fermented.
Lee added that the top ask for chains will be Duvel 4-packs.
“This is something that’s growing 22% year to date,” she said. “We intend to leverage this momentum, in addition to the great 150th anniversary programming. There’s no reason that we can’t just blow this thing up next year.”
In addition to Duvel, the goal is to grow Chouffe 10% in 2021, with an emphasis on Cherry Chouffe 4-packs in chains.
Duvel will also make a digital marketing push next year, including a brand ambassadorship with Saved by the Bell star Mark Paul Gosselaar.
Molson Coors to Distribute Duvel Import Brands in Canada
In its ongoing quest to be the most collaborative beer maker in the beer business, Molson Coors has struck another multi-year partnership this week to distribute Brouwerij Duvel Moortgat’s import brands in Canada.
Molson’s Canadian craft division Six Pints Specialty Beer Company will import the brands across Canada (except Quebec) including Duvel, Brasserie D’Achouffe, Liefmans, De Koninck, Maredsous and Vedett.
In recent weeks, Molson Coors has inked a joint venture to distribute Yuengling beer in 25 states in the western half of the U.S.; a licensing deal with Coca-Cola to produce, market and distribute Topo Chico Hard Seltzer; and a distribution deal with La Colombe Coffee Roasters.