SOURCE: Magic Hat Brewing Company

July 09, 2007 10:30 ET

Crafting a Brand That Travels

Magic Hat Brewing Company Grows Far Beyond Local Roots

SOUTH BURLINGTON, VT--(Marketwire - July 9, 2007) - With three of the Top 50 craft breweries in the country located within its borders, Vermont's renown beermakers have helped put the state on the map by providing an array of ales whose popularity easily crosses state lines. An eccentric member of Vermont's family of brewers, Magic Hat Brewing Company has capitalized on this country's growing love of craft-brewed beer and the state's best-selling brewery has also proven that its lifestyle brand resonates with consumers across the country.

In just over a decade, Magic Hat has transformed itself from a basement brewery to a serious contender in the beer market. In fact, by doubling its business since 2003, Magic Hat has earned a spot as the third-largest regional craft brewery on the East Coast, the 12th-largest independent craft brewer, and the 24th-largest overall brewer in the country, according to the rankings recently released by the Brewers Association.

Brewing An Experience: "A Performance In Every Bottle"

In addition to its interesting and popular roster of full-flavored beers, Magic Hat attributes sales success in diverse markets to having created a brand that travels well and relates to a core group of consumers wherever it lands.

"We want our consumers to have a unique Magic Hat experience when they drink any of our distinctive beers," says CEO Martin Kelly. "From day one, our mission has been to produce a product that can be enjoyed no matter where it is being consumed and with our strategic expansion, we have positive proof that the formula works."

Currently Magic Hat is available from Maine to North Carolina and has recently entered the Midwest with distribution in Ohio and Southwest Michigan. Though the beer is only available in supermarkets in eight of the 17 states in its distribution footprint, Magic Hat has still secured a position as the 18th-ranked craft brewery nationally, based on 2006 sales figures. Its individual brands are having much success as well, with perennial favorite #9 and Magic Hat's imaginative line of variety packs ranked in the top 5 in their respective categories nationwide. Circus Boy ("The Hefeweizen!") is among the top 15 new craft beers introduced nationally last year, according to IRI data.

"Consumer trends are moving toward high-quality beer and Magic Hat has consistently exceeded the growth of the entire craft category," Kelly adds. "I certainly think we're on target to continue this great momentum and provide a burgeoning audience with full-flavored beers and an innovative brand experience."

Magic Hat Brewing Company and Performing Arts Center, creators of #9®, Circus Boy®, and four SeasonAles, supports the arts community and educates consumers that "Great Sex is worth protecting."

Contact Information

    Kate La Rivière
    (802) 658-2739
    Email Contact

    Magic Hat Brewing Co.
    5 Bartlett Bay Rd.
    S. Burlington, VT 05403