Corks, Kegs and Commentary

Events, news and musings from the crew at Hayden Beverage Company. Information on beer, wine and events in the state of Idaho

2011. Year in review.

Dodds Hayden - Tuesday, January 17, 2012

As 2011 is behind us, and we are already charging into 2012, it is fun to look at some of our accomplishments this past year:

First and foremost, we hit our sales and profit goals. We grew our overall business 8.5%. The animal pulling a lot of that weight was Red Bull, growing 35% over last year. Lifted by the wave that is the craft beer craze, our beer business grew 8.3%. Wine grew 4.5% despite the states wine consumption decreasing by 1.2%. We grew a full point of Beer market share and 2 points of Wine share.

2011 was the year of education. Adding to our nine card-carrying CSW’s (Certified Specialist in Wine), our on-premise beer team arranged the Cicerone organization to hold two exams at Hayden Beverage. Employees and retailers studied for two months and took the very difficult exam. After over twenty people stood for the exam, in the end, we had two Hayden employees, one brewery rep, and one retailer pass. But dozens of people significantly expanded their knowledge of beer through study and tastings.

We also kicked off the new year by standing up the HBC Education Department. Brian Golden (CSW, CSS, Cicerone) is dedicated full time to developing educational programs for our employees, our customers, retail staff, and consumers. Brian is already building a calendar that can be viewed under the Education link above.

Our expansion continues to develop. We outgrew our Coeur d’Alene warehouse and moved into a larger facility (the old A-B warehouse). Business in North Idaho continues to grow, with 2011 sales ending 29% above 2010.

Growth has created opportunity. We added significant positions this year, including purchasing manager and Education Director, Delivery Supervisor and several sales and delivery positions. We also awarded several promotions this year, including General Sales Manager, North Idaho and On Premise Beer Sales Manager. Since we always try to hire from within, all these provide opportunities that cascaded through the company.

I offer my sincere gratitude to and appreciation of every Hayden Beverage family member. And I raise a glass to our supplier and retailer partners. Here’s to a solid 2011 and an even better 2012.

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