This Spring Training season, locally brewed Four Peaks craft beer made its way into the hands and hearts of baseball fans from across the globe—a big step for the Tempe-based company, whose clearly-stated mission is “to craft exceptional beer and be able to share it with good people.”
Greg Ross, Director of Marketing at Four Peaks, explains the reasoning behind the recent addition: “Obviously beer and baseball have enjoyed a long marriage over the years in our country. Once we told our story to stadium management and concessionaires, we felt consumer demand and our place as the market leader could lead to a mutually beneficial addition to their concession offerings. Our sales figures three weeks into the Cactus League season have been very strong and feedback from our concessionaires has been very positive.”
Currently, four Cactus League stadiums now boast the ever-popular Four Peaks Kilt Lifter, a full-bodied Scottish style ale, along with gold-medal winning Sunbru, a Kolsch-style lighter and more delicate style of beer. You will also find the 8th Street Ale, Arizona Peach Ale, and Hefeweizen styles at select parks. Matt Slatus, Director of Marketing & Corporate Partnerships at Camelback Ranch Stadium in Glendale which hosts both the Dodgers and White Sox, expresses his excitement: “For the first time in [Cactus League’s] history, fans have the opportunity to taste beer that may be within 48 hours of finishing the brewing process. It’s a unique opportunity for fans to enjoy a local product in its freshest state.”
Arizona is not the only state to recently introduce local craft beers to its spring training selection. This year, they are popping up in stadiums throughout the nation. Not only does this enhance the overall experience of the fans, but it also allows the unique opportunity for product exposure to markets that a company might normally miss out on. This exposure helps increase craft beer sales in those out-of-state markets where various teams are represented.
According to the Brewers Association, craft beer sales rose 17 percent in 2012, while volume was up 15 percent. By comparison, the entire U.S. beer industry saw volume go up only 1 percent. Better beer coupled with a positive economic impact is a win-win for the community and the craft beer industry. This increased desire to “drink local” has made companies like Four Peaks valuable contributors to economic growth.