Midwest brewery makes inroads in Richmond

Boulevard Brewing Co. graces a billboard -- where else? -- on Boulevard near Movieland. (Photo by Michael Schwartz)

Boulevard Brewing Co. graces a billboard — where else? — on Boulevard. (Photo by Michael Schwartz)

A Midwest brewery’s beers have arrived in Richmond.

Loveland Distributing is now carrying Kansas City-based Boulevard Brewing Company’s beers.

A successful release in Washington and Northern Virginia in June 2012 prompted Boulevard’s expansion to the rest of the state, starting with Richmond, said Steve Mills, Boulevard’s vice president of sales.

“We love to pick markets where we can find good partners, and I think we’ve found that in Loveland,” Mills said.

Boulevard’s beers hit the Richmond market June 1, according to Brian Rollison, inventory control manager for Loveland.

Since then, more than 30 local restaurants and bars have requested the brew. Six-packs of some Boulevard beers will be available in Kroger and Walmart stores late next week, according to Loveland.

“We’ve sold quite a bit in the first few days, and we’re hoping to sell more,” Rollison said.

But first they’re going to need more beer.

Mills said Loveland requested another shipment because the first truckload sold out. A truckload of beer contains 1,200 cases, he said. That’s 28,800 bottles of beer.

“To be honest, we’ve been overwhelmed with how well received it has been,” Mills said. “It’s definitely exceeded our expectations.”

Adding Boulevard to its portfolio gives Loveland a boost as it competes in the craft beer boom with local rivals Brown Distributing and Specialty Beverage of Virginia.

Distributors battle to pick up out-of-town craft breweries and to land the rising number of Richmond-based breweries. Brown wooed Strangeways Brewing, which opened late last month directly across from Loveland’s headquarters on Dabney Road.

Seven of Boulevard’s beers are available in Richmond, including four from its Smokestack series: the Sixth Glass, Double-Wide I.P.A., Long Strange Tripel and Tank 7 Farmhouse Ale. Loveland also carries Boulevard’s Unfiltered Wheat Beer, Single-Wide I.P.A. and 80-acre Hoppy Wheat Beer.

Boulevard beer will be available in Hampton Roads in July and in the rest of the state in August, according to a release from the company.

It has distribution agreements with Chesbay Distributing of Chesapeake, serving Hampton Roads, and Blue Ridge Beverage Company, which will cover the western part of the state.

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Timothy Hogan
Timothy Hogan
7 years ago

What about Boulevard Pale Ale?? It’s by far the best of their offerings as evidenced by the fact that it is on just about every tap in Kansas City! It’s a real let down for me!