Craft Business Daily:
|The Brooklyn Brewery has just announced that it’s teaming with California brewer 21st Amendment and Colorado’s Funkwerks Brewing Company to launch a new sales and distribution platform effective January 1, 2018.
The combined sales organization includes a field sales and key accounts team of 70 salespeople and 90 brand ambassadors covering 38 states.
Brooklyn has taken out minority investments in both brewers as part of the new operation. Funkwerks and 21st Amendment were represented by First Beverage Group and Spencer Fane LLP in the transactions.
“The changes in the competitive landscape demand creative new go-to-market strategies,” said Robin Ottaway, President of Brooklyn Brewery.
“We consider ourselves incredibly fortunate to have found partners who share our passion for beer, want to remain independent, and hold a long-term view.”
Dave Duffy, VP of Business Development for Brooklyn, will lead the new platform. He says the involved players are “aligned where we need to be, complementary where we need to be, and have a lot of domestic and international territory to grow into together. We can’t wait to start adding value to our retail and wholesale partners in a compelling new way.”
The trio said they “will co-develop annual sales & marketing plans and together look for additional beverage companies to join the fun,” per statement.
Brooklyn’s own blog added that folks “can expect our collective beers to spread further than before. Yes, that means Brooklyn Lager will someday soon pour in the Bay Area, and 21st Amendment cans will roll forth along the Gulf Coast, and Funkwerks will pop up in Brooklyn.”