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Wednesday, February 26, 2014

Oregon Beer Sales 2013


Update.  Here's the entire list (pdf) from the OLCC.

I have had a fairy Data-mother for the past nine months who has been sending me an Excel spreadsheet with the Oregon Liquor Control Commission's beer sales numbers.  It is pretty darn interesting. Before we delve into the details, let's get a global picture of what we're dealing with.

In 2012, Oregon brewers produced 1.3 million barrels of beer.  (Every brewery in Oregon is what we would call by a regular definition a "craft" brewery--the eldest of which is 30-year-old BridgePort.)  Of that, they sold 483,400 barrels, or 37.3%, of it in Oregon.  The OLCC numbers just cover the portion that Oregon breweries sell at home. The two largest breweries account for a third of all Oregon's sales, the four largest make half the beer, and the ten largest account for nearly 70% of the sales.  So while Oregon had around 150 breweries making beer last year, almost all the beer sold in Oregon was made by just a fraction of them.  In all, consumers bought 13.4% more Oregon beer in 2013 than they did a year earlier.

(For whatever reason, the Oregon Brewers Guild has slightly different numbers than the OLCC is currently reporting out, so if you're reaching for your calculators, know that the 483,400 figure is higher than the figure quoted by the OLCC.)

All right, you ready to see some numbers?  Let's start with the top ten:
Brewery - total barrels  (% of Oregon sales) (Position in 2012)
1. Deschutes - 90,242 (18%) (1)
2. CBA (Redhook/Widmer/Kona)  - 80,032 (16%) (2)
3. Ninkasi  - 46,070 (9.2%) (3)
4. Portland - 28,944 (5.8%) (4)
5. Full Sail - 24,342 (4.9%) (6)
6. Bridgeport - 23,721 (4.7%) (5)
7. 10 Barrel - 16,101 (3.2%) (8)
8. Rogue Ales - 14,492 (2.9%) (7)
9. Boneyard Beer - 12,685 (2.5%) (10)
10. Oakshire - 7,952 1.6%) (12)

There wasn't a lot of movement in terms of the ranking from 2012, but 10 Barrel (86.2%), Boneyard (69.6%) and Oakshire (36%) had astronomical growth while Widmer (-9.4%) and BridgePort (-4.1%) were heading the wrong direction.  In fact, if you look at which breweries had the largest growth in barrel terms, you find some pretty big growth:
1.  10 Barrel Brewing, 7453 more barrels in 2013 than 2012
2.  Boneyard Beer, 5207
3.  Ninkasi Brewing, 4229
4.  Portland Brewing, 3630
5.  Breakside Brewery, 2507
6.  Oakshire Brewing, 2104
7.  Pfriem Brewing, 1593
8.  Crux, 1319
9.  Base Camp Brewing, 1285
10. Gigantic Brewing, 827
What about the biggest drops?  Also illuminating, though less dramatic:
1. CBA (Redhook/Widmer/Kona) -8298 barrels in 2013 compared to 2012
2. Bridgeport Brewing, -1023
3. Deschutes Brewery/Mountain Room, -899
4. Hop Valley Brewing, -817
5. Silver Moon Brewery, -574
6. Deschutes Brewery, -384 (I believe the Bend brewpub)
7. Hillsdale Brewery, -348
8. Terminal Gravity Brewing, -340
9. Phat Matt's Brewing, -279
10. Crystal Ballroom & Brewery, -110 
The final numbers I'll leave you with are from some of the breweries that attract the most beer geek chatter (guilty).  You can go ahead and compare them to those on the top list--you'll see that the overlap is inexact.  In other words, setting BeerAdvocate on fire is not the same as selling a ton of beer. 

12.    Double Mountain Brewery, 7570 barrels in 2013
15.    Ft. George Brewery, 5922
21.    Breakside Brewery, 3178
26.    Burnside Brewing Co., 2398
29.    Pfriem Brewing, 2077
33.    Crux, 1701
41.    Gigantic Brewing, 1404
46.    Block 15, 1201
47.    Flat Tail Brewing, 1199
60.    Upright Brewing, 924
69.    The Commons Brewery, 771
90.    Hair of the Dog Brewing, 496
122.    Logsdon Farmhouse Ales, 166
145.    The Ale Apothecary, 60.4

Enjoy--

5 comments:

Pete Dunlop said...

Interesting list. The thing that continues to stand out in my mind is what Boneyard is doing strictly with draft distribution. Among the top 10 in totals and growth, Boneyard is the only one with no bottling/canning program (Pfriem was a question mark, but I understand they have a small bottling system). What Boneyard has done with draft-only sales is amazing and a tribute to their beer. I wonder what happens when they get their production facility up and running?

Jonathan Aichele said...

Sorry, what do the figures in the final list represent? Total barrel production for 2013, yes?

Brian Yaeger said...

I wondered what Mr. Aichele wondered, too, but suspect it actually accounts for total barrels sold in Oregon, not produced. Yes? What I'm interested to know is: who was 9th last year that dropped off the Top 10? Guessing it's Hopworks, but that'd be somewhat shocking. Actually, what I really wanna know is: how in the hell is Portland Brewing selling that much beer in Oregon? Guess that low price point really had the effect they were going for!

Jeff Alworth said...

Pete, I never thought I'd see the "Ninkasi effect" again, but Boneyard has pretty much done it. That they've managed to put out nearly 13k barrels in draft is pretty spectacular.

Jonathan,yes. I've added some text to make that explicit.

Brian, right. These are OLCC numbers and I tried to point out that they only represent Oregon sales. CBA and Widmer both dipped in Oregon in 2013, but they're national brands, and Deschutes is growing by entering new states. I do think 9 was Hopworks, but I don't have my sheet handy (I do know they were 11 this year).

And yeah, Portland Brewing is quietly selling a ton of beer in Beervana. TWICE as much as Rogue. Customers do seem to be price-sensitive, don't they?

Anonymous said...

Regarding Boneyard. We are seeing a Ninkasi effect, it's called 10 Barrel. Despite Pete's obvious Boneyard-philia they don't have a distribution system in Point Blank/Summit that will be able to build the brand in Oregon. Pete's simply wishing things to be.

A couple of other points: San Diego Beers are killing it. Green Flash, Stone and Ballast Point are all eating into Boneyards handles.

And what about the flat lining of mega brewery Worthy?

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