I think those are signs that we hadn’t seen in a long time.” “We’re getting waitlists Thursday, Friday and Saturday at the taproom in Everett. It’s not quite at pre-pandemic levels, but it’s “getting close and closer,” he said. Helping push toward that goal this year will be Night Shift’s first national accounts manager, Kevin Mack, who joined the company earlier this month and previously spent about 13 years with Molson Coors, last serving as national sales manager for the company in CVS drug stores.Īs for Night Shift’s own-premise outlets, Burns said taproom traffic in Everett has begun to pick up over the last few weekends. … There’s more opportunity to get into other parts of the store and that’s a key focus.” “And so that’s a key focus as we branch out into these other beverage segments. “Even with our current account base, I think there’s a lot of room to go deeper and get more of the portfolio on the shelf,” he said. The company has also added contract brewing at Jack’s Abby in Framingham, Massachusetts, to go along with existing supplemental production at Isle Brewers Guild and Harpoon Brewery.īurns said there’s potential to “double the Night Shift brand over the next few years” in its home state of Massachusetts. To keep up with all of that new product, the company has invested around $2 million in a new canning line at its Everett facility, where the company is capable of producing around 26,000 barrels of product. The addition of Whirlpool 12-packs will give Night Shift six total 12-packs, including Night Lite, Lime Lite, and two Hoot variety packs. In addition to Santili 12-packs, Night Shift will add the package for Whirlpool this year, which Burns said was among the most requested items by Night Shift’s customers and retailers. And that’s without the help of draft, which was usually a significant part of our Santili brand.” “And that leapfrogged both the Night Lite and Hoot as our No. 1 selling SKU was Santili, really driven by the launch of the 12-packs,” Burns said. “It’s very much dependent on how the summer shakes out, but we could go from 5% to 20%, which is pretty, pretty big in terms of portfolio growth,” he said.Įven with the addition of beyond beer offerings, Night Shift’s beer portfolio remains a top priority, with a growing focus on 12-packs. Oxton told Brewbound that a scenario exists this year in which hard seltzer and hard tea account for about 20% of Night Shift’s overall volume. The evolution of Night Shift as a beverage business is increasingly apparent, as the company also boasts a growing coffee roasting business and has dabbled in wine, with more to come later this year. “I think there’s a lot of runway and a lot of opportunity to innovate around that and outside of that tiny box.” “Everyone got so focused on 100 calories, 4% to 5%, same kind of nutrition facts,” Burns said. Among the areas the company is willing to play is in the higher ABV seltzer space with Hoot Louder. With the various new Hoot products, Night Shift leadership believes they have found elusive white space within the increasingly crowded $4 billion hard seltzer segment. Hoot Rosé, a 5% ABV hard seltzer made with red wine grapes that will be sold in 6-packs in Massachusetts by early summer.Ī fifth innovation is Tea Party, 4% ABV hard tea (90 calories, gluten-free) sold in 6-packs of three flavors - Mango Hard Tea with Lemon Peel, Ginger Peach Hard Tea, and Golden Green Hard Tea with Orange Peel - that will reach Massachusetts retailers by mid-summer and then spread to the rest of Night Shift’s footprint.Īs for beer, Night Shift will begin selling its Whirlpool New England pale ale in 12-packs, beginning May 3. Hoot Limeade, a 5% ABV hard seltzer sold in 6-packs that is currently available at Night Shift’s Everett taproom and will reach retail this summer Hoot Louder Berry Blast, an 8% ABV hard seltzer sold in 6-packs that will reach retail later this month The variety pack will begin hitting retailers in early April A Hoot Tropical variety 12-pack, featuring four flavor combinations - Guava Dragon Fruit, Passion Fruit Yuzu, Lychee Papaya, and Pineapple Coconut - each checking in at 4% ABV and 90 calories per 12 oz.
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