CB Craft Brewers “Unpeeled the Secret”
Company released new line of products after four weeks of intriguing advertisements
Honeoye Falls, NY (July 29, 2015) After a month of secretive advertising, CB Craft Brewers engaged in a flurry of activity to launch the company’s first new products in more than five years. Adding to their mega successful Caged Alpha Monkey IPA, on July 9th, the company announced five new products focusing on the marketplaces’ very popular IPA-style beer. The Primate Pack Family of IPAs consists of three packaged products designed for the supermarket consumer and two draft products designed for bars and restaurants.
The Caged Alpha Monkey is now joined by its little cousin, “Bonobo”, a Session IPA that is light on alcohol and big on flavor and distant relative, “Silverback”, which is a Double IPA. “Silverback” is a beast of a beer combining large amounts of hops and barley malt giving it a robust, tropical character and weighing in at 9% alcohol by volume.
For the supermarket channel, the brewery launched Bonobo Session IPA in a six-pack and Silverback Double IPA in a four-pack. As a third offering in this channel, CB launched a twelve-pack called “The Primate Pack” containing 6 Caged Alpha Monkey bottles, 4 Bonobo bottles and 2 Silverback bottles. Wegmans supermarkets has partnered with CB Craft Brewers on the launch of these products and has buildt large displays in all of their New York stores in support of the Primate Pack launch. CB brewery staff will be on-site at these stores to provide product sampling.
“With the success of the Caged Alpha Monkey, and the desire of the consumer for more and more diverse India Pale Ale products, it just made sense to add to our portfolio with these beers” said Mike Alcorn, Founder and President of CB Craft Brewers. “It’s wonderful to be able to gain the support of a great local partner like Wegmans to help us expose the product to the general public.”
An “UnPeeled Secret” celebration was also held at the brewery in Honeoye Falls on Saturday, July 11 with pints available of Caged Alpha Monkey, Silverback and Bonobo.
America’s craft brewers increased their volume production 18% in 2014. This trend was shown locally as CB Craft Brewers grew their production volume 20% in 2014 with their Caged Alpha Monkey IPA leading the increase. CB has maintained a 20% volume growth for the past three years. “In an industry where many craft brewers are achieving growth through expansion into new geographies, CB has stayed true to our roots, achieving our growth in the State of New York,” explains Alcorn. “The past three years has been totally focused on Western New York, although this year and next we are expanding east. We intend to keep all distribution to the State of New York, however. Philosophically, we believe local is an important part of the craft beer culture.”
Staying local isn’t hurting CB, as they ranked the 79th largest microbrewery, by production, out of 1,871 in the U.S. This statistic does not include the large regional brewers.
“With the total beer market up only 0.5 percent in 2014, craft brewers are key in keeping the overall industry innovative and growing. This steady growth shows that craft brewing is part of a profound shift in American beer culture — a shift that will help brewers achieve their ambitious goal of 20 percent market share by 2020,” said Bart Watson, Chief Economist, Brewers Association. “Small and independent brewers are deepening their connection to local beer lovers while continuing to create excitement and attract even more appreciators.”
Based in Boulder, Colo., U.S.A., the Brewers Association (BA) is a not-for-profit trade and educational association for small and craft brewers. The Brewers Association was established in 2005 by a merger of the Association of Brewers and the Brewers’ Association of America. Visit the website: www.brewersassciation.org to learn more.
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