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 Posté le: Lun Aoû 26, 2013 5:48 pm Sujet du message: Lezlie Snyder |
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roanoke.com
Roanoke’s only microbrewery is looking to downsize — the size of its beers, that is.But switching from a 22-ounce bottle to a 12-ounce bottle is not as easy as one might think.Smaller bottles mean more bottles, which will take up more space, take longer to hand-fill and require more labels and more packaging, including cardboard carriers so they can be sold in six-packs.And that takes more money.Which is why Roanoke Railhouse’s founder and owner, Steve Davidson, began a few weeks ago selling shares of the company to raise money for the change-over. Davidson would not disclose any financial information about his business.“We want to capitalize on what we’ve created, and that’s going to take money,” Davidson said.His brewery, located in an old Dr Pepper bottling plant in South Roanoke, put out its first batch of its signature beer, Track 1, in 2009.It was first available on draft at several local restaurants. In 2010 Railhouse began hand-bottling its brews in 22-ounce bottles that are distributed to grocery stores, convenience stores and specialty stores. Earlier this year, Railhouse began contracting with a mobile canning company to package the beer in 16-ounce cans, also available in stores.But the 22-ounce bottles and the 16-ounce cans aren’t very appealing to some restaurants that only serve bottled beer. And despite a marketing campaign that encourages drinkers to share the bottle with a friend, consumers haven’t responded well to the bottle because they think it’s too big for one person, Davidson said.Convenience and grocery stores have a hard time displaying the larger sizes alongside 12-ounce beers, said John Swanson, sales manager at Valley Distributing, which handles Railhouse’s account.“The 22-ounce bottle is a tough sell, especially with convenience stores,Michael Kors Outlet,” Swanson said.Six-packs of 12-ounce bottles sell the best, he said.Swanson also pointed out that Railhouse is facing local competition that it didn’t have when it first started.Beers from Parkway Brewing in Salem and Sunken City Brewery in Hardy are sold in stores in 12-ounce bottles and cans.“You have to have the packaging to compete with your competition,” Swanson said. “Not having 12-ounce bottles really puts you at a disadvantage.”When the owners of Parkway Brewing were getting set up they knew they needed to have their beer available in either 12-ounce cans or bottles to sell in six-packs. Mike “Keno” Snyder and his wife, Lezlie Snyder, bought a used bottling line from a brewery in Canada. Keno Snyder is the former head brewer for Roanoke Railhouse.Parkway’s distributor was able to get their beer in stores across the state within months of the brewery opening.“Being in six-packs has really helped,” Lezlie Snyder said.Cans becoming more popular in beer circlesMoney isn’t the only obstacle Railhouse faces to get its beers into bottles.The brewery hand-bottles its beer. It takes workers an hour to bottle 15 cases, or 180 bottles, of beer. It would take even longer with 12-ounce bottles. They are washed, filled, capped, affixed with labels and packaged into boxes.Davidson has been exploring alternatives, such as contracting with another brewery that could make some of the beer and bottle it, a concept popular with mainstream beers such as Fosters, Rolling Rock, Samuel Adams and others.If he goes that route, he is adamant that his brew master would be on site to oversee the process and ensure that the right ingredients are used.“I am confident we could make our beer with their equipment,” he said of working with another brewery. Railhouse would remain an operating brewery in Roanoke.His other option is to put the beer into 12-ounce cans, rather than bottles, which would eliminate the 16-ounce can. Davidson doesn’t want to see the larger can go away because he likes the concept and packaging, he said.Canned beer is becoming more popular in beer circles because not only is it better for the beer, it is better for the environment.Aluminum keeps out light and gas, which is bad for beer. It can also be recycled, and is lighter than glass, which cuts down on transportation costs. It’s also more recreationally friendly. Glass often isn’t allowed on beaches, at pools or in parks.Brewers such as Samuel Adams and Sierra Nevada have realized this, and put their beers in cans.Preparing for the change-overWhile Davidson searches for a remedy to the brewery’s growing pains,michael kors canada, he is selling 75 shares of stock so he can make his move when he is ready.Davidson would not disclose whether the brewery is operating at a profit, or any other financial information, including how much money he might need to package beer in smaller bottles.He pitches prospective investors on the appeal of the brewery’s three beers, Track 1, Switch Monkey and Railhouse IPA (soon to be renamed Broken Knuckle, after the device that connects railcars). He also highlights the company’s marketing, which draws from Roanoke’s history and the lingo heard in a rail yard.Davidson’s mind is full of ideas for names of special brews Railhouse could make, such as the Coal Hopper (the railcar that carries coal) or the Porter (a person who helps passengers).Davidson even commissioned Roanoke artist Adam Johnson to create an oil painting to visually convey his ideas.But right now the key to the brewery’s growth isn’t in the flavor of the beer or the theme of the company’s marketing.It comes down to the number of ounces in a bottle. |
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