Celebrates 20 Years of Pumpkinhead
(Portland, Maine) – Shipyard Brewing is now releasing its
Pumpkinhead fall seasonal to US retailers.
The pumpkin spice beer debuted in 1997 at Federal Jack’s brewpub,
(Kennebunk, Maine) which was started by Shipyard founder Fred
Forsley. Shipyard then launched Pumpkinhead in 22-ounce bottles in
2002. Today the beer is one of craft beer’s biggest-selling seasonal
beers and a longtime leader in the nation’s pumpkin spice beer
Despite a recent pumpkin beer backlash and shrinking sales of about
10% over the past three years for packaged fall seasonals (according
to 2014-2016 IRI data), Forsley doesn’t buy the “pumpkin beers are
dead” predictions. “We’re going to squash that thinking,” he says,
“and grow our Pumpkinhead sales this year.”
“Pumpkin spice beers,” he adds, “have been a huge part of our sales
and history for 20 years now. We were selling them long before it
was cool and we’re selling them now when it is allegedly uncool. But
Pumpkinhead is still very cool with its fans across the country.”
Shipyard is conducting efforts to boost its 2017 Pumpkinhead sales.
The brewery is expanding a Pumpkinhead Rimmer program that had a
successful debut last year at New England grocery chain Kappy’s.
This year two more northeast grocery chains -- Hannaford and Market
Basket -- are carrying the rimmer kits, which hold a mix of
cinnamon, nutmeg and sugar and a circular tray for dusting the mix
onto the rim of a glass.
The glass treatment was started years ago by innovative bartenders
throughout New England and has become a popular tradition. “In about
90% of our draft Pumpkinhead accounts,” Shipyard president Bruce
Forsley says, “When you ask for a Pumpkinhead the bartender will
ask, ‘Do you want the cinnamon sugar rimmer on your glass?’. The
cinnamon sugar rimmer has become the trademark Pumpkinhead
presentation, so we’ve made it easy for bartenders and for beer
lovers who want to create it at home.”
To further build on-premise sales (where 2017 seasonals have 5.9%
growth according to Nielsen/CGA data), Shipyard is selling its
rimmer kits to on-premise accounts and emphasizing Pumpkinhead’s
role in mixology programs. Shipyard is conducting a campaign that
instructs bartenders on how to create 20 different Pumpkinhead beer
cocktails, one for each of the beer’s 20 years.
“Pumpkinhead is a fall classic.” Bruce Forsley says. “We are still
convinced that the fall seasonal market is heathy and growing and
Pumpkinhead is the category’s leader.”
Pumpkinhead is a refreshing amber ale is made with pale malt, malted
wheat, US and European hops, and
Shipyard’s house ale yeast. It is fermented in the brewery’s unique
large-scale open fermenters.
At just 4.5% ABV, Pumpkinhead is a super-sessionable pumpkin beer
with ample body, subtle pumpkin pie spice notes and a gentle bite of
hops on its finish.
Members of the media seeking more information on Pumpkinhead and
Shipyard Brewing can contact Marty Jones at 720-289-9345 or firstname.lastname@example.org.
Shipyard Brewing Company is a family owned and independent brewery
rooted in tradition and innovation. Established in 1994, Shipyard is
located on the historic waterfront in Portland, Maine and served as
an economic and cultural catalyst for the rebirth of its
neighborhood and the development of New England craft brewing.
Shipyard produced 116,000 barrels of beer in 2016 and is the 28th
largest-producing craft brewery in the U.S. The brewery continues to
be an American craft beer pioneer in its use of open fermentation
and produces over 25 varieties of packaged beer. Shipyard has allied
brewpubs, breweries and taprooms in New England and Florida. Learn
more at www.shipyard.com .