E-Malt.com News article: USA, OK: Mustang Brewing Co. to enter grocery, convenience stores‎

In mid-November, Mustang Brewing Co. floated a new beer label on Facebook, promising in December to unveil a new beer and new distribution agreement. Now the details are out: Mustang's Session '33 will be a line of 3.2 percent craft beers available in metro-area grocery and convenience stores, News OK reported on December, 9.

Mustang President Tim Schoelen said much research went into the decision to plunge his 2-year-old Oklahoma City beer company into the grocery/convenience store market.

“The decision to launch a grocery/convenience store line came after several months of evaluating the local beer scene and respective laws,” Schoelen said. “A walk through any liquor store is a testament to the craft beer explosion over the past several years. Grocery stores in Oklahoma are no different. Look at the shelves and you will see Boulevard, Shiner, Blue Moon, Shock Top, etc.”

Schoelen said he feels having his beers in grocery stores can serve as a point of entry for beer fans looking to step up to Mustang's existing, stronger beers, which now are available only at liquor stores, bars and restaurants.

“Mustang beers are a great tool to segue domestic drinkers to craft beers,” he said. “The Session '33 line will be craft beers, but separate from our strong line. Our hopes are to introduce grocery store beer shoppers to Mustang with our Session '33 line and, ultimately, entice them to visit a liquor store, bar or restaurant and try our core, award-winning, strong Mustang line.”

Mustang's strong line includes beers like Washita Wheat, Pawnee Pale, Golden Ale and Harvest Lager.

The name of the new beer line — Session '33 — is an homage to the year prohibition was lifted.

“Our '33 beers celebrate the 1933 law that permitted America's breweries to start brewing again after Prohibition — at that time, at 3.2 percent strength, hence the reference to '33,” Mustang brewmaster Gary Shellman said.

“These beers will be 4.06 percent alcohol by volume, or 3.2 percent alcohol by weight,” Shellman said. “We believe everyone should have access to good craft beer, not just liquor store visitors.”

Schoelen said the move to add lower-strength beer will also help get his beer into the hands of customers who aren't visiting retail outlets.

“It allows us to be served more easily as happy-hour specials and at outdoor events such as concerts, bike nights, fundraisers, tailgate parties, etc.,” Schoelen said. “Most of our marketing is event-driven, so this is a big plus. In the end, it's about finding innovative ways to introduce people to craft beers.”

Shellman said the first beer in the line will be a light hybrid ale.

The beer will feature “some mild fruity notes coming from the ale yeast and a slightly higher fermentation temperature, and a slightly stronger hop presence,” he said.

“This beer will be very similar to a Kolsch, so it provides an alternative ale that is not all that common in our market,” the brewmaster said.

The beer is expected to be available in cans and bottles in late January or early February at all major Oklahoma City-area grocery and convenience store chains, Schoelen said.


09 December, 2011