
Long-term planning has always been a cornerstone of Deschutes Brewery‘s business strategy. Being one of the top breweries across competitive markets like Oregon and Washington, the veteran brewery took more than 30 years before establishing itself in all 50 states — a calculated move that marked a significant shift in its long-term vision said CEO Peter Skrbek.
“For much of our 36-year history, we were primarily considered a regional brand,” he told Brewer recently. “The decision to go national was one we took very seriously. It was driven by three primary factors: the launch of our non-alcoholic beer portfolio, our partnership with Costco, and an evolving retailer landscape.”
In 2024, Deschutes expanded into 13 additional states, giving the brewery distribution to all 50 states. According to Skrbek, the move was part of a broader objective: to offer fans nationwide the best non-alcoholic beer drinking experience.
“Our objective is to win in this sub-category at the national level,” Skrbek said. “We believe we are offering fans and prospective fans one of the very best non-alcoholic beer-drinking experiences, and we want to be able to offer it to fans throughout the country.”
The brewery’s partnership with Costco has also been pivotal. Deschutes has begun producing the Kirkland Signature Helles Lager, a Great American Beer Festival gold medal winner. National distribution ensures that Costco members across the country can access the beer wherever it is sold.
Retail considerations further underscored the need for a national footprint. Skrbek noted that limited distribution often hindered the brewery’s ability to secure placement in grocery chains, even in states where its products were available.
“In the six months that we’ve been nationally available, it’s been a game changer in both grocery and the on-premise chain channel,” Skrbek said.
Deschutes’ national expansion was not an attempt to flood the market with its entire portfolio. Instead, the brewery emphasized strategic focus, prioritizing its non-alcoholic portfolio and the popular Fresh Squeezed IPA.
“Expanding in an environment where the category is shrinking can still be executed successfully, but only with intense marketing and portfolio focus,” Skrbek said.
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This targeted approach aligns with Deschutes’ long-term vision and addresses the realities of a challenging market landscape. By concentrating resources on high-growth areas, Skrbek feels the brewery has positioned itself to navigate a contracting market while ensuring sustainable growth.
For Deschutes, national expansion represents more than just geographical reach; it’s a deliberate step toward reinforcing its reputation and securing a foothold in emerging categories like non-alcoholic beer. Skrbek’s leadership exemplifies how careful planning and alignment with core values can help breweries navigate complex market dynamics.
“Our focus has always been on delivering quality and innovation,” Skrbek said. “By staying true to that, we believe we can continue to grow and thrive, even in challenging times.”
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