Brooklyn Brewery to launch distribution in California this month

Brooklyn Brewery's Brooklyn Lager. Brooklyn Brewery's Brooklyn Lager. Photo: Brooklyn Brewery Photo: Brooklyn Brewery Image 1 of / 7 Caption Close Brooklyn Brewery to launch distribution in California this month 1 / 7 Back to Gallery

It might have taken more than three decades, but Brooklyn Brewery is, at long last, making its California debut.

The brewing paragon, known for its influence in the early days of craft beer, is preparing to begin by offering several of its core beers, including the Brooklyn Lager, as well as special seasonals and limited styles out west beginning January 21.

"Finally, we'll come to California, which obviously is the epicenter of the craft beer revolution," Brooklyn Brewery founder Steve Hindy told SFGATE. It was a long time coming, but Hindy said there's a good reason it took so long to plan a California distribution. Brooklyn Brewery had been wrapped up in growth in international demand for over a decade and as a result, they weren't ready to also tackle an expansion in distribution to meet the demand of such a populous state.

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"The decision to come here really had more to do with, 'Are we ready to take on this monster state?'" he said. "It's more than twice as big as New York and in terms of beer it's even bigger than that. We just wanted to be sure we were ready to make enough beer so we don't disappoint anyone by running out. It's the cardinal sin for any brewery."

Coming to California, he said, was something "we wanted to do right." And in 2017, a strategy emerged in the form of a three-way partnership, with San Leandro's 21st Amendment and Fort Collins, Colo.'s Funkwerks. As part of the deal, Brooklyn Brewery would purchase minority equity stakes in both other companies, and set up a sales and distribution network benefiting all parties.

"Each of us brings something different to the table," Dave Wilson, president of 21st Amendment said at the time. "From the diverse beers we produce to our unique perspectives, origins and brand personalities, we're thrilled to band together with Brooklyn and Funkwerks and bring great beer to more craft drinkers across the US."

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The larger sales force enables Brooklyn Brewery to have sales representatives stationed throughout California to sell and monitor their beers in bars and stores.

"We believe people build brands, particularly craft brands," Hindy said. "You need people hand selling it and telling the story of your company and your beer."

The introduction of the classic Brooklyn Lager in California comes at a time when both lagers and sessionable beers seem to be enjoying a boon in popularity. But to Hindy, Brooklyn Brewery's competitive edge comes as a result of the difference in their portfolio — some IPAs, but also a strong lager and an easy-drinking sour — from other larger craft brewers in the market.

Hindy and longtime Brooklyn Brewery brewmaster Garrett Oliver will, as it happens, be in the Bay Area to celebrate the launch of their beer in the area — right in time for San Francisco Beer Week in early February. You can check Brooklyn Brewery's beer finder to see what's near you.

"We look forward to being part of that," Hindy adds. "Garrett and I will do some events ... it's just a great coincidence that that's on the calendar."

Alyssa Pereira is an SFGATE staff writer. Email her at apereira@sfchronicle.com or find her on Twitter at @alyspereira.

