This Distributor Conversation Helped Neshaminy Creek Launch​ a Hit

​Sometimes in craft beer, ​conversations with a distributor partner can be contentious. But for Neshaminy Creek, a discussion of an upcoming beer idea ended up being switched around after the chat, and a rising star beer was born.

​Looking at keg sales versus can sales, the Philadelphia-area-based brewery’s founder Rob Jahn explained to Brewer that in the taproom, Warehouse Lager​ — a Mexican-style Lager and a World Beer Cup gold medal winner — is almost consistently the top seller.

“As time progresses you’re always worried about the changing habits of consumers,” he said. “Having a really high-level Lager available, and a new 6% ABV Hazy IPA as a backup … to have that grow while everything else is changing in the market has been great.”

That Hazy IPA is the new UltraCush, which made its debut earlier this year.

But it didn’t start out that way. The original thought was for the brewery to create a Session IPA at around 5%.

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“That’s a great example of a collaborative effort on our management team, as well as working directly with our wholesaler,” Jahn said. “We came up with this concept of a Session IPA, a hazy that we wanted to turn into a core beer and put it out year-round.

“We came up with the name and then at one of our annual meetings with our biggest wholesaler in Philadelphia, they kind of had a different perspective on what would sell better and why.”

So the word ‘Session’ was taken out and made it into a ‘Hazy IPA’ instead. They brought the ABV from 5% to 6% as well.

“[They said] you’re gonna do that much better,” Jahn said. “Between their insight, the name, the label, and the quality of the product, that is quickly becoming our No.3 seller, and it’s only been around five months.”

Right now, the brewery’s The Shape of Hops to Come Double IPA is the top seller out in the market while No. 2 is County Line IPA. Third is the Pale Ale, JAWN, but UltraCush is making a charge quickly.

“But like in terms of volume numbers, watching them, the UltraCush is moving north,” Jahn said. “It’s nice to see that succeeding, and that is also in the top three in all of our tap rooms as well.

“​It’s nice to see that the beers that are being consumed in the taproom are branded beers that are also core beers.”