When Jeff Drumm founded Crow Peak Brewing Co. in Spearfish, South Dakota in March 2007, the craft beer scene in the state was nearly nonexistent.
“When we first visited, my wife asked a bartender what they had in the way of IPAs and he literally said, ‘What’s an IPA?’” Drumm recalled. “This was Bud Light country.”
Rather than back away from the challenge, Drumm leaned into his San Diego brewing roots and designed a West Coast IPA built on Cascade and Centennial hops. He named the beer 11th Hour IPA after a local landmark, and the name became the hook that convinced curious drinkers to give it a try. To their surprise, the bold, hop-forward profile resonated in a market just learning what IPA meant.
For breweries in more mature markets, it isn’t necessarily the need to chase a single flagship, but to recognize when a beer captures not only consumer interest but also cultural timing.
Crow Peak’s 11th Hour IPA didn’t just introduce South Dakota to IPAs, it built a loyal following that still anchors the brand’s portfolio today.
By 2009, Crow Peak expanded into packaging and distribution, and there was no hesitation about which beer should lead the charge.
“The tipping point was when we decided to move to packaging,” Drumm said. “Sales of this beer throughout the state drove Crow Peak growth.”
Nearly two decades later, 11th Hour IPA still accounts for about 60% of the brewery’s overall sales. Its longevity reflects not just its early-mover advantage but also how local consumers built their taste for craft beer around it.
“Since 11th Hour was one of the first IPAs to reach the South Dakota market, people developed a taste for it,” Drumm said. “Even with all the IPA choices today, it still pleases the palate of many customers.
”Also, our can design was very popular.”
The Crow Peak story is a case study in the power of timing, branding, and staying power. Drumm admits that if he were to launch 11th Hour IPA today, the outcome might be very different.
“Honestly, I think 11th Hour would get lost in the overwhelming varieties of IPAs on the market today,” he said. “It was a ’right time, right place’ situation.”
While the beer didn’t directly open doors for collaborations or partnerships, Crow Peak’s status as South Dakota’s first distributing brewery positioned Drumm as a mentor to aspiring brewery founders.
The broader business impact shows the success of 11th Hour IPA solidified the brewery’s identity and gave it a growth engine that continues to drive sales nearly 20 years later.
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