USA, MN: Indeed Brewing Company expands distribution in home state

Indeed Brewing Company, Northeast Minneapolis’ biggest craft brewery by volume, is partnering with J.J. Taylor Distributing Company—also based in Northeast—to expand its distribution footprint across Minnesota. The partnership, which officially began on May 1, will see Indeed enter or expand in southern Minnesota markets like Rochester, Owatonna/Faribault and Mankato, The Line reported on May 14.

According to Indeed marketing director and co-founder Rachel Anderson, Indeed will be available in virtually every major Minnesota market by the end of the year.

The J.J. Taylor partnership represents the last big link in Indeed’s in-state distribution chain. Dahlheimer Distributing already sells Indeed beer in east-central Minnesota, and D & D Beer Company handles distribution for points north of St. Cloud. Indeed also self-distributes in Duluth and Hudson, Wisconsin, the only out-of-state market currently served, and has no plans to stop. According to Anderson, the company envisions a hub-and-spoke network that penetrates deep into Minnesota’s vast rural hinterland, with self-distribution representing a key strategy for ensuring coverage.

Indeed’s partnership with J.J. Taylor, and two recent expansion initiatives, are born out of necessity. Indeed has roughly doubled its production capacity during the past year, from 6,000 barrels to between 11,000 and 12,000 barrels, and it’s still not at capacity.

“We could make more,” says Anderson, “but we’re trying to grow responsibly.” The brewery just finished adding production capacity, in January, and plans to expand its capabilities again this summer, with the installation of a new fermenter.

As appetite for craft beer grows among suburban and rural drinkers, Indeed expects to utilize this spare capacity. “There’s still a lot of growth left in the state,” especially in smaller markets that are just getting their first taste of Indeed’s products, says Anderson. “We’re not yet at the point where we don’t have enough beer, but we do need to build volume in those territories.”

Indeed is currently Minnesota’s 5th or 6th biggest brewery, behind Summit, Surly, Fulton and Lift Bridge. Long-term, the company is interested in developing out-of-state distribution partnerships that could raise the company’s regional profile, but no concrete plans or timetables exist yet. For now, Indeed is focusing on filling in the gaps in its footprint and further boosting business at its already bustling taproom, which is open Thursday through Saturday and is “busy all the time,” says Anderson.

14 May, 2014