Santa Fe Brewing Company
Santa Fe Brewing Company (SFBC), “New Mexico’s Original Craft Brewery”, posted record growth in 2017 and is poised to continue that momentum into 2018 and beyond.
While SFBC’s business grew across it eight state distribution area, New Mexico led the way, growing by 28% in total and paced by 31% growth of its’ flagship brew, and the #1 selling craft beer in New Mexico as measured by IRI scan data, Happy Camper IPA. They also launched 7K IPA in late June, a Westcoast-ish style IPA “brewed at a higher elevation and to a higher standard”, which is already challenging Happy Camper for top spot in their lineup. In November, they added their most popular seasonal, Freestyle Pilsner, which BeerSyndicate.com last year named the #1 German-style Pilsner made in the US, to its everyday portfolio. IRI data from the 26 weeks ending December 3, 2017 showed Santa Fe Brewing Co. to be the largest and fastest growing brewery in New Mexico.
“We were founded in 1988, we’re independently owned and we’re in this for the long haul,” says Director of Sales & Marketing Jarrett Babincsak. “We’re operating in perhaps the most competitive and fluid marketplace our industry has seen. It’s imperative that we have the right foundation and strategy in place to enable us to successfully navigate what’s ahead. We made the decision at the end of 2016 to evolve our brand to be more focused on what differentiates us, create brand continuity, and refocus our sales efforts on growing core markets. We restructured our sales and marketing departments to capitalize on the highest leverage opportunities, pulled out of a few states and made New Mexico our top priority,” he continues.
“When I look at our brand, we are the New Mexico original; we started the craft category here. We represent New Mexican lifestyle and pride. We also make world class beers and have a good time doing it, but don’t take ourselves too seriously. Everything we’ve done with our brand is rooted in those in those tenets - from our packaging, to our new tap handles, to our social media, to the new website we’ll launch this Spring, to the new brands we’re creating,” says Babincsak.
Babincsak continues, “Perhaps the biggest contributor to our continued success though is quality. A few years back we added the most decorated Brewmaster working in New Mexico, Bert Boyce. Since Bert took control of our brewing operations, our quality and consistency has improved across our portfolio, and our new beers are both world class and differentiated from what everyone else is doing. 7K IPA is a perfect example of our approach to creating new beers,” he concludes.
SFBC has even bigger plans for 2018 and beyond, starting with more new beers and new packages.
“We’re adding three new beers to our seasonal line-up this year that we think will excite beer drinkers,” says Brewmaster Bert Boyce. Our first new beer, Lustgarten Lager, a dark lager brewed with real raspberries, is in stores now,” he adds. “In March, we’ll debut Twisted Root, an ale brewed with ginger and lemon grass, and in May it will be a yet to be named farmhouse inspired ale brewed with agave and lime.” We’re also expanding production of our In & Out specialty IPA series, and our Ever Changing Series, to ensure we’re pushing the brewing envelope and keeping our brand fresh and relevant in this uber-competitive marketplace,” he continues. “We’re also adding 12 pack cans of 7K IPA and Freestyle Pilsner, updating the packaging on Happy Camper 12 packs, and adding 16-ounce cans of all three brands,” he finishes.
SFBC is also expanding their footprint in Santa Fe and doubling down on their commitment to the local community.
“We’re committed to New Mexico and Santa Fe,” says Owner and President Brian Lock. “It’s who we are. New Mexico is our home and want to be a leading contributor to the local economy. We want our properties to be must-do’s for both locals and people visiting our great state,” he adds. “In that vein, we’re embarking on two exciting local projects. The first is a new taproom in downtown Santa Fe, located in a small, historic brick home on Galisteo with a speakeasy type vibe. The second is developing our primary site in Santa Fe into a world-class destination. When done it will include a beer hall, landscaped beer garden with outdoor seating and games, and upgrades to our concert venue, the Bridge,” Lock continues. “Whether you live here or are visiting, you won’t find anything else like it in New Mexico,” he finishes. We’re also expanding our community involvement and fundraising efforts. We added a new position this year to help drive our efforts in this area and during 2017 we donated over $10,000 to local charities, community groups, and other philanthropic endeavors. We expect that number to grow considerably in 2018 and beyond,” finishes Lock.
Santa Fe Brewing Company is New Mexico’s “Original Craft Brewery”, distributing beer throughout New Mexico, Colorado, Texas, Oklahoma, Arizona, Kansas, Missouri, and Utah. All of the beers are brewed, canned, and bottled on site in Santa Fe, New Mexico at 7,198 feet. For more info, follow them on social media or visit www.santafebrewing.com.
Consumer Marketing Manager