Deal could mean $80M to 2019 revenue for the young brewery.
AUBURN, CA– Crooked Lane Brewing Co., an award-winning craft brewery, announced today that Walmart has signed on as a distribution partner, effectively bringing the brewery’s bacon-infused beer to shoppers throughout the US and 17 countries by 2021. The move immediately adds one of the most popular names in American consumerism to Crooked Lane’s growing client list.
Headquartered in Auburn, CA., Crooked Lane Brewing Co. is a growing Northern CA brewery that opened its doors in August of 2016. Through the partnership, Walmart will receive 4,200 barrels of Crooked Lane’s newly released Bacon Gose With Everything a bacon-infused Gose, every 6 months.
The brewery took a huge chance on a recipe pairing the flavor and popularity of bacon, with the Hipster favorite Gose beer style. Gose is known for its dominant flavors that include a lemon sourness, an herbal characteristic, and a strong saltiness (the result of either local water sources or added salt.) Brewmaster, Teresa Psuty, took a modest stance to the news that this new beer could become a middle America darling. “I’ve brewed a lot of great beers that have performed well in commercial craft beer competitions. I’m proud of that. But this beer is not one of them. I have no idea why they (Walmart) decided this was the beer that will become their flagship adult beverage. It literally makes me sick. I won’t drink it.”
“Crooked Lane’s Brewmaster is entitled to her opinion” said Jerry Costanza, Sr. Director of Retail Business Development for Walmart. “We think this beer will become a top-seller for our stores throughout the Midwest. The fact is, we own the rights to this recipe now; therefore we get to decide when and how much is made.”
In just 6 weeks time, county fair season will begin in many Southern states. Walmart feels poised to take advantage of that by releasing the bacon-infused beer for as little as $2(US) per can in that region next month.
“As company President and Head of Sales and Distribution, I like this deal.” said Kirt Braun, Co-founder of Crooked Lane Brewing Co. “But seriously, I have to agree with Teresa. I mean, don’t get me wrong. You can pretty much wrap bacon around anything and I’ll eat it. But this beer would send my cholesterol numbers through the roof. My hope is that the California Walmart stores won’t carry it.”
Adrian Psuty, Co-founder and Head of Brewing Operations, faces a difficult task. “People don’t realize what’s involved in removing bacon grease from the transfer equipment. The team has been sanitizing everything with hot caustic for days, but the brewhouse still smells like a breakfast deli.”
Walmart and Crooked Lane released the first of ten commercials promoting the new beer. You can check out a sneak preview here: https://youtu.be/E_pnBXtlDCw
About Crooked Lane Brewing Company
A 15-barrel craft beer brewing company specializing in a variety of traditional English ales, German lagers, and East & West Coast style IPAs. The brewery is also known for producing social media content that is for the sole purpose of making their customers smile. For more information, please visit http://crookedlanebrewing.com.
There is no other nationally-recognized grocery store outlet that caters more to the bacon-loving consumer target than Walmart. Like deep-fried donuts and Skittles, bacon is a food staple in the mid-west. Crooked Lane has perfected the infusion process, creating an alcoholic beverage that satisfies the American demand for a bacon-flavored consumable that is low calorie and delicious. People have been asking for a product like this for a long time. Walmart had conducted a lengthy survey at over 2,000 of its stores last year and a "bacon-infused alcohol beverage" was the overwhelming answer they received.
In the agreement, Crooked Lane needs to provide 4,200 bbl of the bacon-infused Gose in packaged bright pink cans in exchange for a shit-load of cash. By mid-2020, the brewery must triple that amount in order to meet Walmart's overseas reach. Walmart has opened it's purse strings to the tune of $80M; $10M of that was deposited into an account late last week to kick-off what will likely be the largest production line of a bacon-infused product.
Once the FDA and the National Heart Association release their findings on the claimed health benefits, the beer will be available in over 200 Walmart stores by early May. Northern California does not have to wait that long as for a short time (on April 1, 2019) you can purchase this delicious combination in a pint glass at the Crooked Lane brewery in Auburn, CA.