The Paso Robles, California-based craft brewery projected 485,000 barrels — with a stretch goal of 500,000 — in 2019, strong growth projections after producing 454,261 barrels the previous year. Those projections were tossed with the company finishing the year slightly above 521,000 barrels.

Speaking to Brewbound, Firestone Walker chief sales officer David Macon credited the “steady, consistent” growth of 805 blonde ale and the emergence of Mind Haze IPA for the company’s strong year.

Firestone Walker’s western business remains lopsided. California now accounts for about 77% of the craft brewery’s sales. Nevertheless, Macon said the company’s eastern region, from Boston to North Carolina, will do about 400,000 case equivalents in 2020, with “nerve centers” in New York, New Jersey, Pennsylvania and Virginia.

“New York has been where we’ve been investing in the east, but it looks so lopsided, just because of the sheer size and scope of 805 in the west is unreal,” he said.

Flagship 805 remains Firestone Walker’s workhorse, even though the brand is not sold in many of the company’s markets. According to market research firm IRI, 805 ranked as the ninth best-selling craft beer in off-premise retailers in 2019, growing dollar sales 12.7%, to $60.4 million. That propelled Firestone Walker to the 20th largest beer company in the U.S. in 2019, with portfolio-wide off-premise dollar sales increasing nearly 21%, to nearly $84.3 million, in multi-outlet and convenience stores tracked by the firm.

Although 805’s growth numbers pop off the scan data pages, Macon cautioned that the brand’s success has been about seven years in the making. Each year, the company projects the brand to flatten out or plateau, and each year it exceeds expectations, he added.

Over the last two years, 805’s growth has been buoyed by the addition of 24 oz. single-serve cans in the convenience channel. The addition has driven “a tremendous amount of growth” for the brand as it competes with domestic and import brands, Macon said.

For 2020, the company will add an 805 18-pack in an effort to bolster sales in chain retailers.

Read More at source: BrewBound

Image Sorce: BrewBound