Changing Tacks

I have always loved the sea. For me, it’s the perfect metaphor for life – sometimes it is calm and relaxing; sometimes it is hostile and challenging. But always the sea dictates the terms, and the navigator either responds appropriately, or suffers the consequences.

So too is business. Sailing a successful course is always a process of constant change. Failure to adjust will take one off course at best, to the bottom at worst.

With this in mind, we are making big changes here at Clipper City Brewing Co. Effective February 1, “Oxford Organic Ales” will go on hiatus, and “Clipper City” as a brand will cease to exist.

The current economic environment has not been kind to “organics”. We just weren’t getting the traction we need to sustain our organic portfolio. While we still believe in the category and sincerely hope to re-enter this area down the road, we need to focus our efforts in other areas.

The beers that have been heretofore marketed under the “Clipper City” name will continue to be made – after all, they are all GABF medal winners and damn good beers! But the packaging will now show a different name with “Heavy Seas” as the brand.

Why are we doing this? Well up to now we had three brands – Clipper City for the local market, Heavy Seas for the regional/national market, and Oxford Organic for the organic market. That has proven to be confusing and unwieldy. Many consumers (and retailers!) had no idea the products were linked, and it was difficult enough for us to communicate one branding message, let alone three. Also, for the last 14 years our “Clipper City” brand products have only been sold in the greater Maryland area, while our Heavy Seas brand is sold in 19 states. The former “Clipper City” beers are too good not to be sold in this larger market and, while we have definite emotional ties to “Clipper City” as a concept, it just makes good sense to consolidate our offerings under a single brand identity. “Heavy Seas” is the one.

So what happens now? “Heavy Seas” beers will now come in three “fleets”. The former “Clipper City” products, as well as any new offerings in the 4 to 5% alcohol range, will now be sold as the “Clipper Fleet” of Heavy Seas. Our 7 to 8% products – Loose Cannon et al – will now be sold as the “Pyrate Fleet” of Heavy Seas. And our bigger, more experimental offerings (usually higher than 8%) will now be exclusively in 22 ounce bottles as the “Mutiny Fleet.”

This change has been a long time coming and is not a move we take lightly. We are really excited about this change, and hope for continued growth making beers of the absolute highest caliber. Please join us as we “embrace our inner pyrate” and sail the “Heavy Seas.”

Hugh