With the addition of a mobile canning unit, HiJinx Brewing looks to expand its name recognition within eastern Pennsylvania.
The Allentown-based brewery, which opened in 2014, will nearly double its production output from 2015. Sales of its “Wicked White” Belgian-style Witbier and “Hop Havoc” IPA have been brisk since being available to retail outlets, bars and at the brewery’s taproom starting January 18, said HiJinx founder and CEO Curt Keck.
“We see it as more of a marketing tool at the moment,” he said. “We chose to release cans outside the brewery for some of our beers because they have a higher potential to protect the product, they are more shelf friendly, and are more recyclable.”
HiJinx, which produced 450 barrel last year and expects the increase with canning to go over 750 bbls this year, has five other mainstays in its taproom as well. “With increased can output, we anticipate that this will allow for a much wider distribution footprint,” Keck said, noting that cans will add a new layer to their portfolio.
Keck projects that 30 to 40 percent of the brewery’s production will be canned each month. Along with special release bottles only available at the taproom, the rest will continue to be produced for draft.
The two canned beers have been packaged as 12-packs for retail along with being available in the brewery’s taproom and at bottle shops as six-pack or in singles. HiJinx did not have to add a distribution deal since it already had one in place for draft accounts.
The process began last fall, Keck said, and it opened up opportunities to be in more bars along with bottle shops and other retail outlets. Prior to canning, it had about 150 accounts. “This opened up a large number of retail distributors and grocery outlets as well as increase the opportunities in bars or restaurants that have a limited number of taps,” Keck said.
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