Friday Food Insider: Amid challenging times for brewers, Mast Landing seeks ways to stand out
Photo / Renee Cordes
Mast Landing Brewing Co. has three locations in Maine, including this one at 185 Cottage Road in South Portland.
Maine has been a craft brewing success story, but the sector has seen a number of acquisitions and closures as breweries and brew pubs adjust to a crowded market.
Determined to ride out the storm, Mast Landing Brewing has been brainstorming innovative ways to keep customers coming back and attract new ones.
Examples include introducing a membership club, expanding its mocktail options and partnering with local restaurants.
“This doesn't mean that we are going to comfortably ride out the first quarter, quite the opposite,” said Kelly Dorsey, the brewer's founder and director. “But we are confident that we'll make it to spring when the tourists start to come back.”
Mast Landing, which is based in Westbrook, also has locations in Freeport and South Portland. It was ranked No. 10 among Maine's largest brewers in the 2024 Mainebiz Fact Book.
Evolving sector
Across Maine, the number of brewers grew from 35 in 2009 to 165 by 2022, according to the Maine Brewers’ Guild.
Since then, there have been acquisitions and closures. Recently, Auburn's Side By Each Brewing Co. closed for good after six years in business, and Newcastle-based Oxbow Brewing Co. acquired Rising Tide Brewing Co., and Lone Pine Brewing Co. merged with Massachusetts-based Lord Hobo.
Nationwide, craft brewing is a $77.1 billion industry. But last year, 399 brewers closed, outpacing 335 business openings, according to data released in December by the Boulder, Colo.-based Brewers Association.
Mast Landing Brewing told Mainebiz that the slower-than-anticipated summer has made the winter difficult for many local businesses trying to keep up without the summer tourist traffic.
"Every bar, restaurant, brewery and hotel in Maine needs all the help they can get between now and April," said Dorsey.
Ready for the challenge
Dorsey said Mast Landing has reworked its merchandise options, partnered with a restaurant in Freeport, expanded food options in South Portland and Westbrook and started a beer festival — all ways to increase and diversify revenue streams.
It has also hosted a disc golf putting league at its Westbrook location and cribbage nights. The company said it's all about finding ways to help people connect and creating space for that to happen.
Mast Landing also added a membership program called the Hop Club, which gives discounts on pours, merch and beer-to-go.
The pivot to mocktails
Parker Olen, vice president of brand strategy at Mast Landing, told Mainebiz that the industry has always been very nimble. He says one of the exciting and challenging things about food and beverage is that people's tastes always change.
“That's not to say that our business has been unaffected, but we're well set up to adapt while still growing,” said Olen. “We've seen the rise of non-alcoholic options and lifestyles as an opportunity to showcase non-beer aspects of our business to keep a great relationship going with our fans and community.
Mast Landing has pivoted to add hard seltzers, hop water and mocktails to the menu to help accommodate a broader range of customers.
“A creative approach to brand exposure has allowed us to grow in our beer and hard seltzer distribution to bars, restaurants and stores throughout Maine over the past few years,” said Olen. “While we understand that some parts of the industry are in decline, our regional support has been strong and helped us stay strong.”
What favorite restaurant, bar or brewery do you keep returning to, or is there a new one that's recently caught your eye? Send an email to Alexis Wells at awells@mainebiz.biz.
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