(Minneapolis, MN) – Buffalo Wild Wings announced on Monday’s conference call that it is partnering with Redhook Brewery to produce a new beer called Game Changer. The beer will be part of a new drink menu released this summer.
Redhook has become savvy when it comes to pairing strategic partnerships with beer brands. The company launched Audible Ale with The Dan Patrick Show earlier this year and previously created a beer for the Seattle Sounders soccer team.
Game Changer continues on the track of these sports-themed partnerships and is a big win for Redhook as Buffalo Wild Wings has over 900 locations around the country.
CNBC reported in March that the company is the top draft account for 50 beer brands so it has reason to play the private label game.
Said CEO, Sally Smith, when asked about margins, “Certainly part of our goal of beer is improving beer margins, which has been difficult in the last couple of years with continued price increases from manufacturers and distributors. And the thought is that we can price this somewhere between domestic and imported draft beer with probably similar margins to the — to our domestic draft beer.”
Smith also commented on how alcohol performs on its menu as a percentage of all items sold:
“The mix of — the percent of alcohol during quarter was 22% for company locations in the first quarter, and that was similar to prior year. Craft beer continues to be, and it’s just that I don’t know if I have any more color on that, we have, where possible, increased the number of tap handles in our restaurants from 24 to 30 to accommodate some of the more regional and local craft beers that our general managers wanted to put on. But it continues to be a focus, and we’re seeing — it certainly is the focus of our guests as well.”