Stone Brewing has broadened its horizons to remain competitive in today’s unprecedented market. Hard Seltzer News has learned that a hard seltzer is development at the San Diego-based craft brewery.
In January, Stone filed for trademark protection for a hard seltzer line called “Stone Good Stuff Hard Seltzer” via the US Patent and Trademark Office (USPTO).
Beyond IPAs
The brewery has already been adding lighter, more on trend beers to their lineup, a shift from their IPA-focused past. Earlier this month the brewery launched Dayfall Belgian White, a citrusy and aromatic beer brewed with bergamot, coriander and orange peel, and containing an ABV of 5.5%. Dayfall is part of Stone’s pilot program. Stone’s new products and their recent trademark filing suggest it won’t be long before they launch their own hard seltzer line.
Stone Brewing is navigating changing trends alongside their new CEO Maria Stipp, who started with the company last September. Prior to Stone, Stipp spent five years as CEO of Lagunitas Brewing, during which time their production doubled. Stone’s former CEO, Dominic Engels, publicly vowed that the company would never produce hard seltzer. But Stipp has signaled she’s open to adding products outside of Stone’s normal repertoire.
Last year Stone Brewing added the Baja inspired Buenaveza Salt & Lime, a 4.7% ABV light lager, to their year-round lineup. Buenaveza is the only non-IPA (India Pale Ale) offering of Stone’s eight current year-round releases and its light and crisp characteristics are in stark contrast to the brewery’s signature rich and hoppy selections. It has quickly become the most requested beer at Stone’s bistro.
The brewery also recently launched Features & Benefits–an IPA containing only 95 calories, lower alcohol, and lower gluten–as part of their pilot program.
Lager is Top Priority, For Now
Stipp said of Buenaveza Salt & Lime Lager, which she has called the company’s #1 priority, “If they can come up with a high-quality Mexican lager, why not? It broadens us. It helps attract new consumers to the brand who might not have ever thought about Stone.”
Stone Brewing, which was founded by Greg Koch and Steve Wagner in 1996, has made an impressive name for itself in the IPA world. They are the ninth largest US craft brewery, according to the most recently published rankings by the Brewers Association.
According to their website, Stone Brewery “…pioneered the West Coast IPA, released the first year-round bottled double IPA on the planet, and continue to innovate our lineup with creative ingredients.” The brewery is known for their iconic IPAs, such as Arrogant Bastard, which at 7.2% ABV paved the way for the popularization of craft beers almost 25 years ago and remains coveted to this day.
Consumers Reach for Hard Seltzer
However, consumer trends have shifted over the past year due to the pandemic. It is estimated that craft production dipped as much as 10% last year, after many years of consistent growth. About 40% of the craft beer produced is for draft but with pandemic regulations shutting down venues across the country, draft sales have substantially declined.
Additionally, consumers are more interested in lower calorie and lower alcohol drinks that better fit their health and lifestyle goals. IPA beers, for instance, can contain up to 240 calories per 12 ounce serving. Hard seltzers, on the other hand, typically contain 85-140 calories for the same serving size. Stone’s flagship beer, Stone IPA, has an ABV of 6.9% whereas the ABV for hard seltzers is between 4.5% and 5%.
With new products aimed at meeting consumer’s changing tastes, and a new leader open to strategies outside of Stone’s wheelhouse, we soon will be seeing more of the Good Stuff.
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