(Petaluma, CA) – The always fascinating tweets of Lagunitas Brewing Founder and Owner, Tony Magee, took another interesting turn earlier this week when he waxed poetic about the relationship between breweries and distributors. What is interesting is that, up until this point, the craft beer industry mantra has been that “rising tides lift all boats.” Though, in light of yesterday’s news regarding Boston Beer Company meeting challenges in growing the Samuel Adams brand family, one has to wonder how much longer things will remain as “friendly” as they have seemingly been.
Below, Magee hints at a situation where a distributor is giving the company less attention than he thinks it has earned.
Ya ever been in a relationship where your work helps lift your partner up to better opportunities? Did they then use that higher platform…
— LagunitasT (@lagunitasT) July 31, 2012
…to press u both even higher? Or, did they choose spend somma what u built tgether on nu friends? Machiavellianism is sad but everywhere.
— LagunitasT (@lagunitasT) July 31, 2012
Whn any biz grows quickly it brings others along…this is a good thing when the faith is good too. But when it is not, there is heartbreak.
— LagunitasT (@lagunitasT) July 31, 2012
Businesses are like people, they have relationships. Small biz's have them, but their often more personal. The heartbreak is personal too.
— LagunitasT (@lagunitasT) July 31, 2012
I mean,how do u even ask the 'other' in a relationship if they r faithful?Sumtimes biz, aside fr the beer, can suck.Think I'll'ave a beer…
— LagunitasT (@lagunitasT) July 31, 2012
The most complex relationship in brewing it that with distributors. They are your customer and your gateway to beer lovers. Sometimes…
— LagunitasT (@lagunitasT) July 31, 2012
…and ONLY sometimes you both want the same things. Distribs earn $$ selling yer brew, but what they do with that $$ is up to them…
— LagunitasT (@lagunitasT) July 31, 2012
Sometimes the $$ earned selling your brew is $pent on other brands…Aye, therein lies the rub… as Hamlet put it. Lag's been here before.
— LagunitasT (@lagunitasT) August 1, 2012
This brewery sure does seem to complain alot
I love Lagunitas but really do not understand why that account uses grammar and language that is so difficult to read….
Anyway, in response to the question, I still think that for now a rising tide does float all boats. However, I think that is changing and as the craft beer world matures, it will become more competitive, ruthless and consolidated. I find it sad, but see it occurring daily as large breweries become larger and the giants start purchasing every more brands as well as attempting to make beers that many would consider “craft”.
I don’t think what Tony’s saying really has anything to do with the whole “rising tides lift all boats” thing. He’s complaining about having to maintain a positive relationship with a distributor who doesn’t do much to promote his brand.
Well, I guess one thing with Tony’s tweets is that he sometimes leaves them open to interpretation. Easy to slice it different ways based on loyalties, bias, etc.
Drunk tweeting? Reads like the textspeak rantings of a heartbroken 15 year old.
As an employee of a distributor that sells Lagunitas I can see why a distributor may become a bit turned off with the shortages in Lagunitas brands as they go through some growing pains. It’s hard to sell a product you can’t get. I love Lagunitas, but this one is sort of a two way street.
Posted at 4:20 PM 🙂
Perhaps the craft community in general feels as though it’s running out of options, thanks to the consolidation of distributors combined with increased legislation that is making it more difficult to distribute without some BMC deal
On one hand I respect Tony but on the other I want to slap him across the face. That guy is getting more stubborn every year.