Independent hard seltzer brands can learn from PRESS Premium Alcohol Seltzer when it comes to expanding distribution.

Amy Walberg founded PRESS five short years ago. Recently, the Milwaukee-based hard seltzer company reached a major distribution milestone; they are now available in 48 states across the country. The company has managed to handle this large-scale distribution growth all the while remaining independent.

In an exclusive interview with Hard Seltzer News, Walberg spoke about PRESS and the company’s almost-nation-wide distribution journey. Walberg explained that PRESS marketing strategies include festival tastings and in-store samplings, as well as establishing relationships with major retailers to increase consumer exposure. 

“Currently, [we’re] in Costco on locations in the Midwest and hope to make that a permanent position in our line-up,” Walberg told Hard Seltzer News. They are “also working to increase our presence with other major chains as well, to make it easier for people to get their hands on PRESS.”

Gaining traction in large distribution pools has particular challenges for companies that wish to remain independent. 

“When we’re entering into this category and with chains and so forth, we can’t just say, ‘We have another product, and we’d like to introduce it to you,’ and throw it on the truck with our other shipments previously going there for some of their other brands,” Walberg explained.

In addition, Walberg pointed out that different laws in different states also complicate distribution expansion, especially in the alcohol industry with its three tier system. All of these laws have to be learned and taken into consideration in order to successfully move a product into a new state. 

“I was pretty naïve going into it — probably a good thing — but, I’ve learned a lot along the way and we’re doing our best to definitely make it more accessible and [that’s] one of our goals,” Walberg said.

Despite the distribution challenges, Walberg was quick to point out the benefits of remaining independent. As an independent, female-founded company, Walberg contends that PRESS brings a unique perspective to the hard seltzer market. 

“We don’t have a large boardroom and [don’t] have to get a lot of signatures to be able to push something through,” Walberg said. “I think that’s what’s great about independent brands — they really are able to execute that vision…It’s not a need to fill a portfolio or something”

Plus, since seltzer is the only type of product they produce, PRESS can focus all their attention on their seltzer. Such is not necessarily the case for established beer brands that are now diving into hard seltzer.  

“We have a loyal fanbase, and we want to grow in a way that’s authentic to our brand and doesn’t just mirror the big beer playbook, so to speak,” Walberg said. “Being an independent in 48 states — it hasn’t happened often.”

“Being an independent in 48 states — it hasn’t happened often.” – Amy Walberg

Walberg credits her success in wide-scale distribution to her loyal fanbase, many of which she has gathered from festivals and sampling events in the years prior to COVID-19 lockdowns. 

“We continue to let people know just to ask for it because, as a consumer voice, they really are heard, and it really helps,” Walberg said. “Honestly, our fans have helped us get into many locations by requesting it and doing just that.”

Walberg expressed that she is looking forward to the upcoming year, now that PRESS has opened up availability, and she’s excited for more people to be able to enjoy upcoming PRESS innovations.

Stephanie Meade
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