This year, Harpoon will launch its third annual collaboration beer with Boston-based Mike’s Pastry, and will continue its partnership with sports network NESN and members of the NHL’s Boston Bruins. The brand will focus on its core products in 2021, and “double down” on UFO Maine Blueberry (4.8% ABV) – which was up more than 100% in 2021 – with the addition of a 12-pack.įor Harpoon’s other brands, London said local partnerships will be key to the brewery’s overall health. Bay’s UFO Beer Company, will also shift from 15-packs to 12-packs, eliminating all of the company’s 15-pack offerings. League will also launch this month, and in May, Harpoon will launch a yet-to-be-announced joint program with a “major athleisure brand in the Boston area.”Īdditionally, UFO Light Force wheat beer, from Mass. League as a better-for-you offering, I think 12 fits better with that than 15 does.”Ī new social media campaign for Rec. “A 12-pack will just merchandise better for us on the shelf, it opens us up to better distribution opportunities,” London said. Some of the smaller packs are already in-market. As part of its strategy for this year, the company is transitioning its 15-packs – which London said are a “big volume-driving off-premise package” for the brewery – to 12-packs. League boasts the most potential in the off-premise channel as a sessionable beer. League, Big League, and pack-exclusive Pacific League light lager (4% ABV) and Busch League American pilsner (4% ABV). In 2021, the brewery added Big League (7.2% ABV) to the brand family, as well as its Summer League variety 12-pack, which included Rec. In 2019, Harpoon launched the 4%-ABV, 120-calorie, citrus-forward pale ale in 16 oz.
“It can still be our innovation point, even though it’s been in the market for a couple years,” he continued.
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