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Allagash just celebrated its 31st anniversary last Wednesday, Jul 2, and founder Rob Tod figures he’s as “optimistic” and “enthusiastic” about his biz as ever, he told CBN. That’s even as it’s coming off a bumpier period, down a bit from its peak volume in 2022-2023, remaining flattish-to-down a touch in 2025 and 2026 YTD. Yet co continues to outpace the beer industry and craft category, gaining share and situating itself as an extremely “focused” and unique indie craft brewer for its size. Rob remains “very, very optimistic” about flagship Allagash White’s “tremendous opportunity” in particular, as the brand makes up 85% of co’s overall mix. No other top craft brewers have that kinda portfolio mix focus, making Allagash’s biz model and proposition stand out that much more talking to distribs and retailers, Rob pointed out. “Zeroing in on the opportunity we have to sell Allagash White,” expanding to “more occasions,” “new customers” and “more to existing customers” is the goal. It’s still highly underdeveloped on packaging mix and has maintained strength both locally and in mkts across the country. To Rob, Allagash feels “more relevant now than it’s ever been” amid strides across tiers to become more efficient thru SKU reduction, as well as consumers gravitating to known brands with high quality that are “flavor-forward” and “sessionable” while remaining independently owned. “That’s Allagash White,” he underscored.Getting Better: STRs Down Just 0.4% in 1st Half After a Positive Mo; Off-Prem Growth Count Allagash among brewers and distribs seeing positive depletions growth in Jun. “We were up in June,” and depletions improved to down just 0.4% YTD, Rob shared. Off-prem depletions are up this year while on-prem is a bit more challenged, in part due to its heavier mix toward on-prem sales. “Things are going fine” this yr, he acknowledged. But “they’re getting better.” And for Rob, “it’s all about opportunity” longer-term.This year, 2027 and 2028 is pretty much “all about Allagash White,” looking at oppys by channel, package, and mkt within its existing footprint. But the “longer tail” of its portfolio is still getting some love in Maine and co continues to innovate constantly as it looks to flank the flagship elsewhere. Allagash’s variety pk is “doing really well,” still up strong double digits as it laps last yr’s launch, rising to the #20 craft SKU overall in Maine off-prem scans. That’s also introducing a lotta consumers to Allagash Tripel, even tho that’s been around for 25 yrs, driving growth for Tripel in off-prem scans. Allagash Hazy IPA is benefitting from the variety pk too, Rob added.Open Sales Director Position Gaining Interest Across External Natl Search Allagash’s sales director Josh Fruchtman recently departed to take on a similar role at smaller upstart co Atlas Brew Works/Dad Strength Brewing to help them “push them through” an “inflection point” to the next level, Brewer Mag article detailed. That’s led Allagash to conduct a national, external search for its next sales director, Rob shared, and “we have a lot of enthusiasm for a fresh new perspective coming in to sell more Allagash White,” he said. There’s already “a lot of interest” and co’s “very much on track” to fill the position.Mother Nature’s Beer: “Naturally Occurring” Mktg Campaign; Maine Ties; Well-Traveled Brand New marketing campaign Naturally Occurring is “just one of many components” of Allagash’s next push to draw consumers’ attention and capitalize on oppys ahead, said Rob. The 15-second digital spot starts off “somewhere in Maine…” as a couple walking thru the woods stumbles across a tree with a beer tap attached pouring Allagash White. Voiceover calls out “citrusy, smooth, tastes like it’s naturally occurring here in Maine” followed by tagline “from Maine with Love.” Maine is “a strong brand” on its own, Rob pointed out, and when consumers think of Maine, he wants them to “think of Allagash White” and vice versa. While it’s not directly referenced in the ad, co’s now “buying over 2 million pounds” of locally grown grain, and co wants folks to “feel elements like that in the ad.”Tying itself to as many things Maine as possible, Allagash has another year of its local partnership with the local pro soccer team Hearts of Pine that’s “on fire” and “selling out” every match, adding to its local sports presence with the minor league baseball Portland Sea Dogs. The Kickabout lager brand Allagash and Hearts of Pine collabed on is rolling out to broader distribution thruout ME this year. Co partnered with Portland, ME concert/event venue Thompson’s Point, where Rob saw “everyone” drinking an Allagash at a recent Wilco concert he attended. Co added another concert/event venue in Bangor, ME too, just going “deep in this community” in a variety of ways.Outside of its home state, Allagash’s Citi Field/NY Mets partnership is “going well” in year-2 despite a tuffer year for the Mets, and Long Island is a market where Rob and co feel there’s “a lot more opportunity to build…just one of many markets” where there’s oppy, tho it’s not currently exploring any other partnerships like Citi Field at the moment. Not to say he’s not open to the possibility, but Rob wants to take time to “form a relationship” and really “make sure we’re doing it well” before looking elsewhere. Allagash White’s ability to stay relevant from 1K to 3K miles away from its home mkt remains a key indicator to Rob that more oppys will present themselves. Tho after returning to OH last year, and expanding statewide in MN earlier this yr, there aren’t plans to add more mkts rest of this yr and maybe thruout 2027.It’s Been a Long, Long, Long Time We caught Rob on a good day, gearing up to go celebrate with his team for 31 years in biz shortly after our chat. “I’m in optimism mode,” and that’s the message to his team too. Taproom was busy and newly formatted brewery tours were booked out for the day as the brewhouse was hummin’ at full speed. “There does seem to be this energy that I haven’t felt in a while,” he thought. What Allagash has accomplished is “almost exceedingly rare” for “a brewery our size,” Rob reflected. There’s “nothing but opportunity,” he stressed again, “more energized” than he can ever recall about the long and winding road ahead.

Allagash Nearly Flat After Positive Jun; 31 Yrs In, Rob Tod’s “Very Optimistic” on Future, Unique Position, “Tremendous” Oppy on Allagash White

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