From The Alchemist:
Thank you, thank you, Thank You to all of our loyal supporters, friends and family as we face our newest challenge. We would also like to give a heartfelt thanks to our incredible staff—you have all done an amazing job rising above the nonsense and keeping your chins up.
Last week we made the decision to close our retail shop beginning November 16th. This decision was unplanned and prompted quickly to mitigate ongoing traffic issues and public access concerns. Each week our retail shop has become busier and more chaotic—too much for our physical location—and demand continues to grow.
We decided to post the closing as soon as we were aware of the situation. Although we did not have a lot of information to share, we understand that consumers and local businesses depend on our retail shop being open and we needed to get the word out.
Since closing last week, we believe we have found a new, larger space for our retail shop in Waterbury Center. The parking is adequate, traffic flow will be better and there is greater visibility for turning onto and off of Route 100. As soon as we confirm all zoning and public access regulations, we will begin working around the clock to get our new shop open as soon as possible.
In the meantime, while we are temporarily closed, we will be sending extra Heady Topper™ to our current accounts. Several large retailers will be selling full cases for $75. We have added two extra delivery trucks for the month. We will replenish accounts to the best of our ability until we sell out of Heady Topper™. We will have an updated ‘Where to Buy’ page on our website this week (hopefully by Wednesday). This page will include delivery days for both retailers and restaurants. We will also try to indicate which retailers will be selling full cases.
We hope to open our new shop before the holidays, but have a bit of work to do. Please keep in mind, we have never had a project NOT throw some curves. We will make every effort to open our new location as soon as possible. Until then, we will continue to produce the same amount of Heady Topper™ and we will work hard to make it available.
Q: When do you expect your new retail location to open?
A: Hopefully before Christmas.
Q: Where will I buy Heady Topper™ while your retail shop is closed?
A: At any one of our current authorized retail accounts. All distribution information will be updated this week. We will include delivery days and case price if available. We will also differentiate between retailers and restaurant/bars.
Q: Are you going to increase the price of Heady Topper™?
A: As always, our suggested retail price is $12.99–$14.99/4-pack. We have not increased our wholesale price since we started distributing over two years ago. If it’s overpriced, don’t buy it.
Q: Is my Heady Topper™ going to sit in a warehouse for a month before I get it?
A: Hell no! We will continue to sell and distribute everything we make. Heady goes into our refrigerated truck on the day it is canned. It is delivered that day. Our driver keeps a close and caring eye on Heady Topper™ inventory, ensuring it is always sold fresh at our authorized retail locations.
Q: Will you be sending beer to southern Vermont?
A: Sorry, no. We don’t want to expand distribution and then pull back in four weeks. We have been down this road before and it is confusing for our customers.
Q: What do I do with my new growler?
A: Hang onto it—we will figure something out. If you don’t want to wait and have no use for it, please return it to us. We will give you your money back. Please keep in mind, we sold those beautiful, stainless steel growlers at our cost of $15.
Q: What are you going to do with the upcoming seasonal beers that were slated for growlers?
A: Our next two seasonals will be available on draft at Waterbury bars/restaurants. We will give more information on these beers when they are ready to be released in the coming weeks.
Q: Were you bought out by [insert Brewery Name here]?
A: No.
Q: Has this all been some kind of sick marketing ploy?
A: Huh?
Thanks again to all of our supporters, friends, family and staff. We will keep you updated as we move along.
Jen & John
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