New Planet Beer, a Boulder-based craft brewer of gluten-free beer, has its sights set on becoming a national brand as a result of a joint venture announced Wednesday.
United States Beverage LLC — a Stamford, Conn.-based firm that distributes beverages such as Murphy’s Stout, Black Dog Ale and Estrella Damm Lager — is now the exclusive sales and marketing representative for New Planet Beer, the companies announced Wednesday.
Under the terms of the joint venture, US Beverage will manage all of New Planet Beer’s sales and marketing efforts to build the gluten-free beer company’s brand nationwide, officials said.
“US Beverage helped build an assortment of imported and craft brands during its 17 years of business,” Pedro Gonzalez, owner and founder of New Planet Beer, said in a statement. “We believe that they are the right team, at the right time, to take New Planet to the next level.”
The joint venture becomes effective as of Saturday. The joint venture consists of a sales and marketing representation agreement and does not include an investment or exchange of equity, Gonzalez said in an interview with the Daily Camera.
Moving forward, New Planet will continue to oversee production management and the development of gluten-free beers, officials said.
New Planet also intends to expand its Boulder brewery to add a tasting room and up brewing capacity. The company also has a long-term brewing agreement with the Fort Collins brewery.
New Planet anticipates opening the expanded Boulder tasting room in May, Gonzalez said.
“There are no limitations; 25,000 (barrels) and beyond,” Gonzalez said of the potential annual beer production for New Planet.
