Taking an Off-Centered Approach: Dogfish Head Craft Brewery

Within the scope of this project, I have selected Dogfish Head Craft Brewery as my brand of focus. Dogfish Head Craft Brewery is a brewing company based in Milton, Delaware founded by Sam Calagione. The brewery was featured prominently in the documentary Beer Wars., and is the subject of the currently-airing Discovery Channel series Brew Masters, which premiered in November of 2010. The brewery takes its name from Dogfish Head, Maine where founder Sam Calagione spent summers as a child.

Dogfish Craft Brewery opened in 1995 and produces 75,000 barrels of beer annually. Dogfish Head has been a rapidly growing brewery; as it grew nearly 400% in between 2003 and 2006. Over the last five years, demand for Dogfish Head brands has made them the fastest growing brewery in America. That being said, Dogfish Head has recently pulled itself from a number of states in an attempt to grow at a slow and steady pace, rather than expanding at the rate of apparent demand. As some question their move, to many this is smart business. What are your thoughts? Below you will find an explanation as tweeted by owner, Sam Calagione.

“So it is bittersweet for us to announce that we are pulling out of, or limiting some of our core beers from, a number of states. Yes this sucks. The glass-half-full view is that we (and a handful of other U.S. craft breweries making similar moves) have to do this because your numbers the number of U.S. drinkers buying and enjoying craft beer – are growing so quickly! We sincerely apologize for any frustrations this may cause distributors, retailers, and beer lovers who are affected by our decision. This decision will allow us to still get many different, exotic, Dogfish specialty and seasonal beers into our slightly smaller footprint. It will also ensure that more cases and kegs of our core, year-round beers will be available closer to home.”

In regards to products, Dogfish Head’s output tends toward experimental or “extreme” beers. However, their signature product is its line of India Pale Ales (IPAs), which are offered in three varieties: 60 Minute, 90 Minute, and 120 Minute IPA. “Their names refer to the length of the boil time of the wort in which the hops are continuously added. The longer hops are boiled, the more hop isomerization takes place, and the more bitterness is imparted to the beer.”

In addition to the brewery, Dogfish Head also operates a microdistillery at the Rehoboth Beach brewpub. Spirits are hand-distilled in a small pot still and often, like their beers, tend toward unique and non-traditional formulations. The distillery is very small; Dogfish Head spirits are distributed only in Delaware and a handful of other states.

Select brews (including many of the brewery’s seasonal and one-off selections) can be found in 27 states across the country. Dogfish Head also licenses “Dogfish Head Alehouse” with three locations in Gaithersburg, Maryland, Falls Church, Virginia, and Fairfax, Virginia. Beer-paired food and vintage bottles of Dogfish’s seasonal beers are available at their alehouses, as well as kegged offerings of their staple beers.

For more information in regards to Dogfish Head Craft Brewery visit their website at, http://www.dogfish.com/.

As a secondary option, I have selected “The Continental” Restaurant and Martini Bar, created by Stephen Starr, now located in 2 areas of Philadelphia, as well as, The Pier in Atlantic City. Identified as offering “global tapas”, and exotic martinis, The Continental presents Stephen Starr with an opportunity to expand upon one brand, as part of an already growing brand of restaurants; if that makes an sense?!?

Founded in 1995 by Stephen Starr, STARR Restaurants is one of the fastest growing multi-concept restaurant companies in the country. With an emphasis in the Philadelphia area, STARR Restaurants include Alma de Cuba, Barclay Prime, Buddakan, Butcher & Singer, Continental, El Rey, El Vez, Jones, Morimoto, Parc, Pizzeria Stella, Pod, The Dandelion, and Square Burger. Continuing, Morimoto and Buddakan are two highly popular restaurants located in the Meatpacking District in New York City, as well.

STARR Restaurants has also expanded to Atlantic City, NJ, with Buddakan and Continental, while also opening Steak 954, and Makoto in Ft. Lauderdale within the last two years. In addition to STARR Restaurants, owner Stephen Starr operates STARR Events, as well. STARR Events is the group’s full-service catering and special events division, managing projects like Granite Hill @ The Philadelphia Art Museum, and Rat’s Restaurant @ The Grounds for Sculpture.

“With more than 20 years of experience in the hospitality and entertainment industry, Starr likens the experience of dining out to that of attending a theater production where the players, props, backdrops, lighting, and rapport are integral components of an overall dramatic effect.”

Over the years, STARR Restaurants has become a stellar brand within the food and entertainment industry. While their roots can be found all across the city of Brotherly Love, STARR Restaurants have begun to show the love in other parts of the United States. With successes in NYC, Philadelphia, and Ft. Lauderdale, one can’t help but think that Starr’s concepts would be a hit anywhere in the U.S. today.

For more information in regards to STARR Restaurants and The Continental, visit http://www.starr-restaurant.com/.