(Milton, DE) – The answer to a question that many are asking…
Why is my local store out of 60 minute IPA? According to Dogfish Head‘s Sam Calagione, here’s your answer:
“Well, we had a little challenge two weeks ago when our bottling line broke and put us a bit behind on packaging, but, looking at what we have sold through September year to date thats not the real challenge.
As I told the folks at the dinner this week, the real challenge is that demand for 60 Minute IPA is beyond our ability to supply. We know we are very lucky to have this sorta challenge, but its a challenge none-the-less.
What makes this challenge more ummmm, challenging, for retailers and distributors, is that not only are we unable to catch up with demand for 60 Minute IPA, we are uninterested in catching up with demand for 60 Minute IPA.
We love our IPAs and are very proud of how pungent and distinct they are due to our unique continual-hopping process. But, we are not interested in turning into the ’60 Minute Brewing Company.’
We are right now finalalizing our 2011 budget. Next year we will make tens of thousands more cases of 60 Minute IPA than we did this year. 60 Minute sales will grow by a double digit percentage in every market we sell beer in. But, we are planning for beers like Indian Brown, Raison DEtre, Squall, Namaste, My Antonia, 90 Minute, Midas, Palo and our seasonals to grow by a bigger percentage than 60 Minute IPA.”
This is just a beautiful point of view of their business and for the beer itself, which is obviously what Sam and the rest are still focused on. Cheers!
Pingback: Brewery Comic » Archive » 60 Minute Brewery