{"id":109785,"date":"2020-04-15T07:43:02","date_gmt":"2020-04-15T13:43:02","guid":{"rendered":"https:\/\/www.craftbeer.com\/?p=109785"},"modified":"2020-04-15T11:37:42","modified_gmt":"2020-04-15T17:37:42","slug":"ale-mail-craft-breweries-deliver-beer-direct-to-customers-during-covid-19","status":"publish","type":"post","link":"https:\/\/www.craftbeer.com\/craft-beer-muses\/ale-mail-craft-breweries-deliver-beer-direct-to-customers-during-covid-19","title":{"rendered":"Ale Mail: Craft Breweries Deliver Beer Direct to Customers During COVID-19"},"content":{"rendered":"

Cincinnati brewery Urban Artifact<\/a> calls a 140-year-old church building home. Still, its founders weren\u2019t dwelling in the past when COVID-19 first showed up in the U.S. They knew it was going to impact their business. They knew they would need to adapt even before Ohio governor Mike DeWine issued an order on March 15, closing all restaurants, bars, and taprooms across the state.<\/p>\n

This brewery focusing on fruited, canned sour ales had to find a way to get their esoteric brews into the hands of Ohio drinkers without taproom sales or a wide existing distribution footprint. And that meant shipping beer directly to customers.<\/p>\n

\u201cWe were already working on this before the announcement came through,\u201d says Urban Artifact co-founder Scotty Hunter.<\/p>\n

As soon as they saw the virus begin impacting the West Coast weeks prior, they set in motion plans to ship beer if necessary. That allowed them to mail their first orders to Ohio residents just days after Ohio taprooms shut down.<\/p>\n

\"urban
Urban Artifact employees ready customer orders for shipping.<\/figcaption><\/figure><\/p>\n

(Related: What Can Brown Ale Do For You?<\/a>)<\/strong><\/p>\n

Ohio has over 300 independent breweries, and they\u2019re all scrambling to adapt to life without taproom or keg distribution sales. As of this writing, around 70 are offering home delivery within an immediate geographical radius. A handful, however, are shipping directly to customers across the Buckeye state, and it\u2019s pointing a way forward for post-Coronavirus sales.<\/p>\n

Cooperative Laws Help Brewers Weather Pandemic\n<\/strong><\/h2>\n

\u201cOhio alcohol laws are relatively permissive compared to some other states,\u201d explains Justin Hemminger, deputy director of the Ohio Craft Brewers Association<\/a>. \u201cHaving the ability to deliver directly to customers\u2014which was already permitted by the state [before coronavirus]\u2014made this quick pivot possible for our breweries.\u201d<\/p>\n

In the small college town of Athens in rural southeast Ohio, that ability is a gamechanger for Little Fish Brewing<\/a>.<\/p>\n

\u201cIn a small town, we already have a tough time selling all the beer we make,\u201d says Sean White, co-founder of the brewery specializing in mixed-fermentation and barrel-aged beers. \u201cIt seemed like we should be hitting every possible medium we could, so we started shipping immediately.\u201d<\/p>\n

(More: How To Support Our Local Breweries During the Pandemic<\/a>)<\/strong><\/p>\n

While they\u2019ve long packaged their mixed-fermentation beers, their IPAs, lagers, and other typical craft styles have generally been taproom-only pours. To ship those to customers, they had to accelerate an idea they\u2019d only discussed before the virus.<\/p>\n

\u201cIt was like, hey, let\u2019s get that crowler machine we\u2019ve been talking about,\u201d says White with a laugh.<\/p>\n

Customers can now order any Little Fish draft beer right along with the bottled rarities.<\/p>\n

Logistics of Shipping Beer<\/strong><\/h2>\n

\"\"
Beer orders await shipment at Cincinnati’s Urban Artifact.<\/figcaption><\/figure><\/p>\n

Both Urban Artifact and Little Fish are working with UPS to deliver their beers around the state, but a Columbus-based craft brewery experimented with offering beer around Ohio on their own.<\/p>\n

North High Brewing<\/a> deputized their sales reps around the state to act as delivery drivers. Because several of those reps were stationed in other cities\u2014Dayton, Cleveland\u2014they didn\u2019t have easy access to North High\u2019s limited-edition beers, so only six-packs of the brewery\u2019s core beers were available to be ordered in most locations.<\/p>\n

\u201cFor Columbus customers, we basically said if it\u2019s in our brewery, we\u2019ll sell it to you,\u201d says brewmaster Jason McKibben.<\/p>\n

Inventory dropped pretty quickly around the state, and North High ultimately pulled back direct delivery to within their home market in the state capital.<\/p>\n

\u201cI had to basically put everything that was in tanks and ready to package into cans,\u201d explains McKibben. \u201cOur distributor has our cans statewide, so we decided to let them keep grocery stores replenished.\u201d<\/p>\n

Niche Avenues\n<\/strong><\/h2>\n

Little Fish and Urban Artifact say that in addition to providing a revenue stream, shipping has also allowed them to get more difficult-to-sell products into the hands of curious drinkers.<\/p>\n

\u201cThis is allowing us to move smaller batches of beer that are more niche and might only have 50 or 100 people who want them,\u201d says Hunter. \u201cPeople are ordering a lot of stuff they wouldn\u2019t be able to get otherwise. We\u2019re seeing a lot of shipments going to rural areas where we don\u2019t have distribution.\u201d<\/p>\n

(Related: The Curb Economy: Craft Breweries Rise to Pandemic Challenge<\/a>)<\/strong><\/p>\n

Both breweries believe they will continue shipping to customers in some form even after taproom restrictions are lifted.<\/p>\n

\u201cIt will evolve, but we\u2019ll probably see greater interest in remote beer clubs,\u201d says Hunter.<\/p>\n

At Little Fish, shipping has changed the brewery\u2019s strategic planning.<\/p>\n

\u201cWe were seriously pondering a satellite taproom in a metro area before this because it\u2019s always been harder than we wanted to move our products,\u201d says White. \u201cIt\u2019s possible shipping lets us get where we want to be.\u201d<\/p>\n

As the closure has dragged on, other Ohio breweries have started shipping as well, including Branch & Bone Artisan Ales in Dayton and Jackie O\u2019s in Athens.<\/p>\n

\u201cWe were hesitant at first to start shipping because we didn\u2019t want to disincentivize people from visiting us as a destination brewery,\u201d says White. \u201cI\u2019m starting to get the inkling this might actually encourage people to come down here. I anticipate we\u2019ll continue to ship beer forever now.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Ohio’s breweries are adapting to life without taproom or keg distribution sales. A handful are shipping direct to customers and it\u2019s pointing a way forward.<\/p>\n","protected":false},"author":5961,"featured_media":109791,"sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"sticky_collection":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[4296],"class_list":["post-109785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-craft-beer-muses","tag-breweries"],"acf":[],"yoast_head":"\nAle Mail: Craft Breweries Deliver During COVID-19<\/title>\n<meta name=\"description\" content=\"Ohio's breweries are adapting to life without taproom or keg distribution sales. 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