By Business Wire, March 04, 2013, 04:30:00 PM EDT
Hawaiian brewer's shipments grew 18% in its home market and 27.3%
overall in 2012
KAILUA-KONA, Hawaii--(BUSINESS WIRE)--
The final numbers for Kona Brewing Company's 2012 shipments point to
continued steady growth in its home market of Hawaii, the US mainland
and abroad, which the company attributed to increased marketing of its
flagship brand Longboard Island Lager. Shipments totaled 220,000 barrels
in 2012, representing a gain of 47,200 barrels or 27.3% over 2011's
total of 172,800 barrels shipped. The Hawaii-based company also saw an
18% increase in shipments in its home market.
"Strength in the home market is key for our growth in other markets,"
said Kona Brewing Company president Mattson Davis. "The support of our
community where we created and brewed our first beer here in Kona 18
years ago is a springboard to our success on the mainland because it's
what makes us authentically Hawaiian, and craft beer consumers know
this. They can taste it on the mainland and really get that sense of
place that our Liquid Aloha delivers."
Another factor in Kona's 2012 success was the accelerated sales growth
of the company's flagship Longboard Island Lager, a year-round
beer representing more than 50% of Kona's shipment volume. In March
2012, the brewery began to offer Longboard Island Lager in cans, a move
that was extremely well received as it expanded the occasions where
"Liquid Aloha" could be enjoyed. The typical Kona consumer, who is
active and on the go, enjoyed being able to take Kona where glass
bottles often aren't allowed, such as at the beach or pool.
The August rollout of Big Wave Golden Ale to the mainland was
another highlight of 2012. Big Wave, a longtime craft beer staple in
Hawaii, became the third in Kona Brewing's portfolio of year-round craft
beers, joining Longboard Island Lager and Fire Rock Pale Ale. After
launching at Doheny Surf Festival in Southern California, excitement for
the beer swept across the mainland to New York and Big Wave is now
available year-round in all 36 states where Kona is currently
distributed.
Kona's fan base also expanded in 2012, with more people wanting to
connect with the feeling of aloha. "Increased traffic at our three
restaurants and retail, as well as more social media traction and
support of sports in and around water, showed us that more people are
relating to the Always Aloha lifestyle that Kona inspires," said Davis.
"It makes perfect sense--Kona's labels and the inspiration they provide
take craft drinkers to a simpler, more laid back place where talking
story with friends and family is the centerpiece of daily life."
More Kona 2012 highlights:
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In April, Kona Brewing received a Hawaii Green Business Award from the
Governor's office and Hawaii State Department of Health.
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In May, Kona was featured in a 30-minute episode of Sand Masters,
airing five times on the Travel Channel and reaching over 15 million
viewers around the world. The show spotlighted Kona Brewers Festival,
which subsequently sold out in two days, beating all previous records
in its 18-year history. In 2012, the festival raised over $50,000 for
local educational and environmental charities.
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In June, the North American Beer Association awarded Longboard Island
Lager with its 2nd gold medal in the Helles Lager Category. Similarly,
Longboard Island Lager and Black Sand Porter were awarded bronze
medals at the Great American Beer Festival in October 2012.
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In September, Kona deepened its relationships in the community of
standup paddling ("SUP"), the fastest growing water sport in the
world, by sponsoring the SUP Awards and adding to its roster of 20
professional athletes.
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In December, the company brewed and served its 33 millionth pint in
Hawaii.
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Kona more than quadrupled its total number of fans on Facebook by
starting with 20,000 fans and growing the base to well over 100,000
fans by year-end.
About Kona Brewing
Kona Brewing Company was started in the spring of 1994 by father and
son team Cameron Healy and Spoon Khalsa, who had a dream to create
fresh, local island brews made with spirit, passion and quality. It is a
Hawaii-born and Hawaii-based craft brewery that prides itself on brewing
the freshest beer of exceptional quality, close to market and minimizing
its carbon footprint by reducing shipping of raw materials, finished
beer and wasteful packaging materials. The brewery is headquartered
where it began, in Kailua-Kona on Hawaii's Big Island. It has three
restaurant sites in Hawaii and beer distribution reaching 36 states,
Japan and Europe. For more information call 808-334-BREW or www.KonaBrewingCo.com.
Source: Kona Brewing Company