"How can craft brewers expect to win away games if they're not winning at home? That's the sports analogy pFriem Family Brewers co-founder and CEO Rudy Kellner used to describe the Hood River, Oregon-based brewery's strategy when it comes to expanding its distribution footprint. Both breweries have secured impressive volume growth within footprints that don't stretch far beyond their neighboring states. Family-owed pFriem was founded in 2013, just as craft was riding another growth wave."
"On the East Coast, New Trail has a similar breakdown, with its home state of Pennsylvania accounting for about 85% of its volume. Combined, Maryland, New Jersey, West Virginia and Delaware make up the remaining 15%, LaRosa said. Since its founding in 2018, New Trail's definition of local has evolved. When we started eight years ago, we were thinking local was the 10 counties that surrounded Williamsport, LaRosa shared. Then as time went on, we're like Well, could local be larger? Could it be Philadelphia? Could Philadelphia be local to us? Can Pittsburgh or Erie be local to us?' So it just grew and grew and grew."
pFriem Family Brewers prioritized winning its Pacific Northwest home market before expanding distribution. Oregon and Washington account for 95% of pFriem's business, with Idaho, Los Angeles, San Diego and Las Vegas representing the remaining 5%. New Trail Brewing concentrates most volume near its Williamsport base, with Pennsylvania comprising about 85% and Maryland, New Jersey, West Virginia and Delaware combining for roughly 15%. New Trail's definition of local expanded from ten surrounding counties to include larger Pennsylvania cities such as Philadelphia, Pittsburgh and Erie. Both breweries achieved strong regional volume growth by focusing on home-market strength prior to expansion.
Read at www.brewbound.com
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