Keep it scarce for a while, and then launch in package with some support from local chains starting in early to mid-March, and then we’ll just kind of wait for the world to open back up before we hit the gas on draft.” “So, we’ll be launching a very soft launch with draft. “As we’re approaching March, it doesn’t seem feasible to bring the zany Rhinegeist personality to Chicago and do the typical stuff - tap takeovers, on-premise launches,” Steinke said. However, the shutdown of bars and restaurants has forced Rhinegeist to abandon its usual new market playbook, which typically entails up to three months of draft-only sales to build consumer demand. Plans to enter Chicago were put in motion before the COVID-19 pandemic upended the beer industry, Steinke said.
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“As a craft-only house, they really have their finger on the pulse of Chicago craft beer and what’s working and how to manage a brand,” Steinke said. This marks Rhinegeist’s first distribution deal with Reyes, the largest beer wholesaler in the U.S.
Rhinegeist has signed with Reyes Beer Division subsidiary Windy City Distributing, which will sell its portfolio to the 5,500 retailers it serves. “It’s certainly the melting pot of great craft breweries.” “We want to test our brand versus the best in the country,” he continued.
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