Oskar Blues UnCANventional 2010 Proves Profitable
45% Increase in Shipments and 54% Increase in Retail National Sales For 2010
Longmont, CO – What began as a joke just eight years ago has launched a beer can revolution. Today, Oskar Blues is not only the pioneer but the leader of the movement experiencing a 45% Increase in shipments and 54% increase in retail sales nationally as demand eclipsed supply.
In eight short years the company has experienced explosive growth as it has turned craft beer on its ear by stuffing complex & challenging beer into cans. Oskar Blues continues to grow by leaps and bounds: 42,000 barrels produced in 2010 compared to 29,000 barrels produced in 2009 and 17,000 barrels in 2008.
After realizing the benefits of the can package and taking risk that idea has turned out to be a profitable endeavor and the beginning of what is today an ever-expanding national trend. “It was far-fetched for anyone to really believe, even in our industry, that someone would put a full-flavored, hoppy beer in a can,” said Dale Katechis, recalling the 2002 launch of Dale’s Pale Ale. “Most people laughed it off.”
In 2010, Oskar Blues added a total of seven 200-barrel tanks in 60 days attempting to keep up with demand while pulling out of two markets. The introduction of increasingly diverse and complex boundary busting beers, like the highly regarded GUBNA Imperial IPA, has allowed them to trade up consumer’s perception of canned craft beer and drive demand of its other core brews: Dale’s Pale Ale, Old Chub Scotch Ale, Mama’s Little Yella Pils, Gordon Imperial Red Ale and Ten FIDY Imperial Stout.
“Due to brands like Gubna Imperial IPA ($15 a four-pack), 100 IBU’s and 10% ABV, we’re able to provide great profit per SKU for our distributors & retail accounts.” explains John Bryant. The brewery’s trailblazing and revolutionary efforts have resulted in growing demand and customer acceptance of canned craft beer. In 2010 Oskar Blues has taken a leadership role in IRI Colorado Craft Beer sales data, surpassing Sierra Nevada and landing as the fourth leading Craft Beer seller in Colorado. The YTD data shows Oskar Blues as leading the state in sales volume increase percentage (31.3%) & dollars sales increase percentage (42.1%).
In 2010, their success has been reinforced by: Dale’s Pale Ale being named one of “America’s Hottest Brands” in Advertising Age & Beverage World; a Market Watch cover story on the brewery’s canned beer evolution; five gold medals in the 2010 World Beer Championships; one gold medal at the 2010 European Beer Star Competition; recipient of the Colorado Brewers Guild 2010 President’s Award; and ranked in Inc. Magazine’s prestigious 5000 list for the second year.
Oskar Blues continues its marketing innovation with the introduction of the EVOLVE campaign aimed at consumers EVOLVING to the benefits of the can package regardless of the activity or occasion. Oskar Blues has also launched the 2nd program represented on cans of Dale’s Pale Ale November through April. The program is a collaboration with Burton [AK] and Backcountry Magazine providing gear giveaways each month at: www.bcbeerngear.com
What’s next for Oskar Blues Brewery? Oskar Blues will focus on producing and delivering enough of their cult favorite canned beer (opting for freshness over volume), and further enhancing its relationships with distributors in 2011 – all while remaining true to its original mission of simply blowing minds with what can come out of a can of beer.
ABOUT OSKAR BLUES
Dale Katechis founded the quirky brewpub turned regional craft brewery inside his original restaurant and music venue in 1999. He saw regionally distributing Oskar Blues beer as a way to drive restaurant business during the sleepy winters of small town Lyons, Colo. During the process of researching packaging options, Dale chose to can his flagship Dale’s Pale Ale instead of following the industry standard of bottling. That unique choice has helped the company double its business every year for the last 8 years.
Three-dimensional brewing since 1999, Oskar Blues began the “Canned Beer Apocalypse” in 2002 when Dale’s Pale Ale became America’s 1st CANNED craft beer. www.oskarblues.com
