Northern Ireland-based craft brewer McCrackens Brewery & Distillery is set to take its beers to the US from early spring.
McCrackens, set up in 2018, is launching its McCrackens IPA and its Premium Pilsner in New York, Philadelphia and Boston.
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Managing director Ryan McCracken said the brewer would “at least double or triple production” to support its entry into the US.
Speaking to Just Drinks, Mr McCracken said the company had chosen the US as its next move because it’s a “massive market”.
“There’s a large Irish presence there, in Philadelphia, Boston, and New York. The craft beer scene is a lot more mature than it would be in some other parts of the world. So it is a good area to focus on,” he said.
McCrackens sells its beers in the UK, Ireland and Italy but Mr McCracken said the company’s priority market internationally in the short term would be the US.
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By GlobalData“America is quite big, so there’s a lot of areas to expand in. We will look at our sales and review what’s needed again and we will hopefully [expand] on the East Coast. Ultimately, I would like for us to be in all the states, or at least the majority of them,” he said.
Mr McCracken conceded the market for craft beer is competitive; the company, he said, would social media campaigns and sampling to try to attract US drinkers.
“I already have a following on social media in the United States who’ve gathered over the years. They’re very, very keen to be able to purchase McCrackens over in the States,” he said.
According to data from US trade body the Brewers Association, overall US beer production and imports fell 5% in 2023. Craft brewer volume sales declined by 1%, which the organisation said lifted “small and independent brewers’ share of the US beer market by volume to 13.3%”.
The Brewers Association figures said sales of craft beer were worth $28.9m in 2023, compared to a total US beer market of $116.9m.
Alongside brewing beer, McCrackens is also nurturing its spirits business. The company has launched a gin and is working on a rum and an Irish whiskey.
Mr McCracken declined to disclose the business’ turnover or volume sales. Based in Portadown, the privately-owned business employs five staff. The managing director said the company is looking to hire another four.
