How Bootstrap is Using a Unique Approach to Sell Its Next 12 Pack

Bootstrap Brewing recently released a 12-pack showcasing 10 beers and two hard seltzers, in an effort to have something for everyone. The “party pack” includes two of each of Insane Rush IPA, Lush Puppy Juicy IPA, Chillax Pineapple Gold, Stick’s Pale Ale, Wreak Havoc Imperial Red Ale, and a rotating selection of the three Sparkalicious Hard Seltzer flavors, which are all based on classic cocktails and made with real fruit. 

“We just decided we wanted to showcase everything that we were packaging, and the Sparkalicious launch coincided with our mix pack,” said Leslie Kaczeus, co-owner and “chief of stuff” at the Longmont, Colorado brewery. “We looked around and we didn’t see anybody else doing that, so we wanted to jump on that and be the first one to market that did a mixed beer and seltzer pack.

“And we called it a ‘party pack’ so that there’s something for everyone in there.”

Bootstrap’s distributor partners and retailers were asking for a mixed pack for a long time, and Kaczeus said it was something the brewery had been considering for several years before pulling the trigger last fall, when the package design was put together.

“We knew that we were going to launch the Sparkalicious pack at the same time, so we just decided, let’s throw everything in one box,” Kaczeus said. Sparkalicious is the brewery’s first venture into hard seltzers.

After working with its distribution partners on some initial forecasting, now they’re monitoring the velocity to determine how and when to increase production. The mixed pack is distributed in the majority of territories in Colorado, but Kaczeus said they are hoping to get in two new regions of Colorado at some point.

The price for the party pack is $18.99, which was determined by asking distributor partners what other competitors were doing. They have a Sparkalicious 12-pack in the market, too, priced at $17.99.

2 Trackbacks / Pingbacks

  1. Solving New Product Release Challenges During COVID - Brewer Magazine
  2. In-House Canning Layouts that Work for These Smaller Breweries - Brewer Magazine

Leave a Reply

Your email address will not be published.