The craft beer industry has a diversity problem, which should be obvious to anyone who has ever seen the overwhelming amount of burly bearded white dudes (full disclosure: I am one of those dudes) roaming tap rooms or spraying down tanks in the brewery.
Founders Brewing Co. and Mahou have taken a majority ownership stake in Avery.
Boulder, Colorado’s well established Avery Brewing Co. has reached an agreement to brew beer for Founders Brewing Co. of Grand Rapids, MI and Mahou of Spain. But more than that, Mahou and Founders have taken a majority 70% investment in Avery Brewing Co. and plan to operate as long-term strategic partners. In 2017 Mahou and Founders took a 30% stake in Avery but have now doubled down on the successful arrangement.
By combining forces, Founders Brewing Co. (30% minority owned by Mahou of Spain) and Avery Brewing shore up interests and can better compete against the encroaching mass market macro brewers. This is similar to what Ninkasi Brewing is doing with EPR Properties. According to an announcement from Avery: The objective of this deepening investment is to continue promoting the organic growth of Avery Brewing, strengthening its position in Colorado and expanding its brand presence in the U.S. Avery marketing manager Joe Osborne confirmed to me that they would soon be brewing Founder’s All Day IPA.
More from a press release:
The three companies will continue to focus investment in areas such as Sales, Marketing, and National Accounts, and will continue to develop a portfolio that combines quality, innovation and creativity, led by its most emblematic brand: White Rascal.
Adam Avery, founder of Avery Brewing, for his part, says that “this collaboration creates more opportunities to continue our dedication to “Beer First,” our team and growth in our craft. We are convinced that Mahou and Founders Brewing Co are the perfect partners to grow our brands and our presence in the market through a dedicated focus on sales, marketing, national accounts and Colorado.”
“Avery Brewing Company is one of the original western craft breweries and the Averys have been friends and confidants for several decades,” -said Founders Co-Founder and CEO Mike Stevens- “Our industry needs folks that want to focus on legacy and building multi-generational breweries and Avery’s dedication to quality speaks volumes to what we all as homebrewers once started. We’re proud to be a part of this legacy and look forward to a great future together.”
“This agreement strengthens the development of Mahou’s business in the United States, a market that is leading the craft revolution and which fits in perfectly with our capacity for innovation and passion for beer culture. For us, this operation represents another step that will bring us closer to achieve the leadership of family brewers in the craft and Premium sector at national and international level”, asserts Alberto Rodríguez-Toquero, General Manager of Mahou San Miguel.
About Avery Brewing Co. A Colorado-based brewery for over 25 years, Avery Brewing has a singular focus on creating the perfect beer. In a world full of discord, their belief is that a singular dedication to something as seemingly simple and inconsequential as beer can transform the world. Avery Brewing exists to pursue the mastery of beer and to reveal its power. Standouts include White Rascal Belgian-Style White Ale, a remarkable selection of IPAs including Maharaja Imperial IPA, and Barrel-Aged 16ers like Vanilla Bean Stout. Discover what great beer can do to your world. Beer First. The Rest Will Follow. www.averybrewing.com
About Mahou A 100% Spanish-owned family company and is the category leader in the country with a production share of 34%. It produces from nine breweries, eight in Spain and one in India, four water springs with packaging plants, and a professional team of more than 3,200. The firm’s history dates back more than 125 years, beginning with the birth of Mahou in 1890. Ever since then the company has continued to grow. In the year 2000, Mahou acquired San Miguel. In 2004 it added the Reina brand from the Canary Islands to its portfolio, followed in 2007 by Cervezas Alhambra. It furthermore diversified its business by purchasing Solán de Cabras in 2011. Internationalization is one of Mahou’s strategic cornerstones for development of its business. It produces more than 70% of Spanish beer consumed world-wide, and is distributed in over 70 countries
About Founders Brewing Co. Established in 1997 by two craft beer enthusiasts—Dave Engbers and Mike Stevens—with day jobs and a dream, Founders Brewing Co. brews complex, in-your-face ales, with huge aromatics and tons of flavor. Founders ranks among the top 10 largest craft breweries in the U.S. and is one of the fastest growing. The brewery has received numerous awards from the World Beer Cup and the Great American Beer Festival and RateBeer and BeerAdvocate users often rate its beer among the best in the world. A proud sponsor of chasing the American dream, Founders launched the Chase Your What If campaign in January 2019 to inspire all beer fans to live life to its fullest. Located in downtown Grand Rapids, Michigan, Founders is a member of the Michigan Brewers Guild. For more information, visit foundersbrewing.com or follow Founders on Twitter, Facebook, Instagram and YouTube.
Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding.