Always willing to take a step back and adjust — like many craft brewery owners — co-founder of Reuben’s Brews, Adam Robbings shared that the Seattle brewery takes a unique approach to distribution that has proven key to its growth and resilience.
Operating with a dual-channel distribution model has allowed its beer to reach customers through both on-premise and retail channels. This strategy not only expands market reach but also fortifies the business when there have been challenging times.
At the start, the brewery based in the Ballard area northwest of downtown Seattle began in 2012 with a straightforward taproom model, but the demand for their beer quickly led them into retail distribution.
“A group of retail buyers came into the taproom when we were three months old,” Robbings told Brewer Magazine during his cover story interview along with his wife and co-founder Grace, “and they said, if you ever bottle, we’ll just buy everything you can make in the first batch.”
This customer-driven demand pushed Reuben’s into packaging sooner than anticipated. Rather than focusing solely on one channel or pushing their beer into the market aggressively, Robbings emphasizes the importance of being “pulled into things,” allowing customer interest to dictate their growth.
The decision to adopt a multi-channel distribution model came from this customer-first philosophy. Initially available only in the taproom and select local bars, Reuben’s soon became available at retail stores as well. This diversification, Robbings said, allowed the brewery to meet customers where they were.
“You’re then able to be where your customer is a lot more,” he said, adding that this strategy became even more critical during the pandemic when on-premise sales were decimated.
At that point, Reuben’s was already well-positioned in retail channels and didn’t have to pivot into packaging at the last minute. Instead, he said they could rely on existing infrastructure, focusing efforts on turning the taproom into a to-go store.
Having multiple channels not only meets customer demand but can also serve as a protective measure in times of market volatility. For Reuben’s Brews, the ability to transition between on-premise and retail channels ensured they could continue to thrive even in uncertain times.
Craft beer distribution, however, isn’t just about logistics. Robbings stressed the need for breweries to differentiate themselves in the marketplace.
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When signing with distributors, he recalls being asked bluntly, “Why should we give a shit?”
That moment highlighted for him the importance of knowing exactly what sets a brewery apart from the competition.
“Every brewery needs to be able to explain why they’re different and why anybody should care,” Robbings said. This clarity in brand identity can help any brewery owner not only stand out to distributors but also resonate with consumers.
Craft beer is far from the commodity it once was, Robbings pointed out. He feels that the passion and uniqueness behind each brand are now what can drive customer loyalty.
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