Made in Maine: Capt’n Eli’s Soda brings nostalgia and quality to competitive market

Rich in local history and flavor, Capt’n Eli’s Soda has been enjoyed by generations of Mainers and tourists alike. The brand traces its roots to the 1920s, when the Forsley family began making homemade root beer in their New Gloucester home. In 1996, Fred Forsley, founder of Shipyard Brewing, decided to introduce the homemade root beer created by his father, Captain Eli Forsley. In the heart of Kennebunk, nestled along the river, Federal Jack’s Brew Pub served as the first place to pour a glass of Capt’n Eli’s root beer when the soda company was founded in 1996. Today, the sodas are crafted at Federal Jack’s under the direction of Federal Jack’s owner and Kennebunkport Brewing Co. head brewer Ben Fitzpatrick. Made with all-natural cane sugar and natural flavors, Capt’n Eli’s sources ingredients from Maine whenever possible. Production takes place in two tanks, where Fitzpatrick fills approximately 2,000 slim-style kegs and 750 standard full-size kegs with soda each year. The original root beer remains on draft at restaurants and bars, a badge of honor when draft taps are valuable real estate for eateries. In addition to root beer, Capt’n Eli’s offers six other flavors, available in grocery and convenience stores throughout New England and upstate New York. From root beer floats enjoyed during summer vacations at Federal Jack’s to servings at the Beach to Beacon 10K Road Race, sightings of the Capt’n Eli’s Soda van and even appearances in a series of comic books, Capt’n Eli’s Soda has become part of Maine’s collective memory. “We have so many people vacationing in Kennebunk and grabbing a root beer at Federal Jack’s is one of their go-tos,” Fitzpatrick says. “They take these bottles home with them and that’s another way that they get dispersed so far across New England and all over the United States.” The push to expand the brand’s retail presence was the brainchild of Ed Crockett, president of Capt’n Eli’s Soda. When Crockett joined the company in 2013, about 70% of sales came from the on-premise market, meaning restaurants and bars. Today, 80% of sales come through the off-premise retail market, allowing fans to stock up at stores throughout the region. In an increasingly competitive soda market, Capt’n Eli’s Soda’s small-batch products must contend with major beverage companies and newcomers, including probiotic sodas. Crockett credits the brand’s ability to connect with consumers as one of the keys to the company’s longevity. “Quality product, good price point and trusted relationships,” he says. “We’re in a high-technology age, but trusted relationships still matter.”