Hawaiian brewer's shipments grew 18% in its home market and 27.3% overall in
2012
KAILUA-KONA, Hawaii--(Business Wire/mbb/)--
The final numbers for Kona Brewing Company`s 2012 shipments point to continued
steady growth in its home market of Hawaii, the US mainland and abroad, which
the company attributed to increased marketing of its flagship brand Longboard
Island Lager. Shipments totaled 220,000 barrels in 2012, representing a gain of
47,200 barrels or 27.3% over 2011`s total of 172,800 barrels shipped. The
Hawaii-based company also saw an 18% increase in shipments in its home market.
"Strength in the home market is key for our growth in other markets," said Kona
Brewing Company president Mattson Davis. "The support of our community where we
created and brewed our first beer here in Kona 18 years ago is a springboard to
our success on the mainland because it`s what makes us authentically Hawaiian,
and craft beer consumers know this. They can taste it on the mainland and really
get that sense of place that our Liquid Aloha delivers."
Another factor in Kona`s 2012 success was the accelerated sales growth of the
company`s flagship Longboard Island Lager, a year-round beer representing more
than 50% of Kona`s shipment volume. In March 2012, the brewery began to offer
Longboard Island Lager in cans, a move that was extremely well received as it
expanded the occasions where "Liquid Aloha" could be enjoyed. The typical Kona
consumer, who is active and on the go, enjoyed being able to take Kona where
glass bottles often aren`t allowed, such as at the beach or pool.
The August rollout of Big Wave Golden Ale to the mainland was another highlight
of 2012. Big Wave, a longtime craft beer staple in Hawaii, became the third in
Kona Brewing`s portfolio of year-round craft beers, joining Longboard Island
Lager and Fire Rock Pale Ale. After launching at Doheny Surf Festival in
Southern California, excitement for the beer swept across the mainland to New
York and Big Wave is now available year-round in all 36 states where Kona is
currently distributed.
Kona`s fan base also expanded in 2012, with more people wanting to connect with
the feeling of aloha. "Increased traffic at our three restaurants and retail, as
well as more social media traction and support of sports in and around water,
showed us that more people are relating to the Always Aloha lifestyle that Kona
inspires," said Davis. "It makes perfect sense--Kona`s labels and the
inspiration they provide take craft drinkers to a simpler, more laid back place
where talking story with friends and family is the centerpiece of daily life."
More Kona 2012 highlights:
* In April, Kona Brewing received a Hawaii Green Business Award from the
Governor`s office and Hawaii State Department of Health.
* In May, Kona was featured in a 30-minute episode of Sand Masters, airing five
times on the Travel Channel and reaching over 15 million viewers around the
world. The show spotlighted Kona Brewers Festival, which subsequently sold out
in two days, beating all previous records in its 18-year history. In 2012, the
festival raised over $50,000 for local educational and environmental charities.
* In June, the North American Beer Association awarded Longboard Island Lage r
with its 2nd gold medal in the Helles Lager Category. Similarly, Longboard
Island Lager and Black Sand Porter were awarded bronze medals at the Great
American Beer Festival in October 2012.
* In September, Kona deepened its relationships in the community of stand up
paddling ("SUP"), the fastest growing water sport in the world, by sponsoring
the SUP Awards and adding to its roster of 20 professional athletes.
* In December, the company brewed and served its 33 millionth pint in Hawaii.
* Kona more than quadrupled its total number of fans on Facebook by starting
with 20,000 fans and growing the base to well over 100,000 fans by year-end.
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