![]() However, Oxton says Night Shift did not invest the full half million in the campaign, noting that Night Shift did spend “a lot” on marketing events, paid social media posts, merchandise, and other marketing that year. At the time of selling distribution rights, Oxton t old Brewbound the move would allow leadership to focus solely on the brewery side of operations for the first time in five years, noting that “it just feels like the brewing and the brand side of it just makes the most sense for us, and that’s where we can have the best impact, as a company.”Īdditional investments last year were set to focus on a $500,000 ad campaign, announced in March 2021. Both moves, with hindsight, company leadership now say were blessings in disguise as ways to provide the flexibility that is now required to shift operations and plan for the future. It caps a rocky few years for Night Shift that saw the company cancel a planned Philadelphia expansion in May 2020 and sell its distribution compan y in September 2021. Burns describes the prospect of laying some of them off in October as “heartbreaking.”Īfter years of investing millions to accelerate growth in production and sales, Night Shift’s decision to stop brewing on-site is an acknowledgment of the challenges to maintain an existing business structure in today’s rapidly-changing environment. Burns says Night Shift’s brewing team includes some of the company’s earliest staff (which potentially makes them higher-paid than other, newer employees). The Everett taproom and Night Shift’s five summertime Owl’s Nest pop-up beer gardens around the Boston area will continue to operate. There are no layoffs planned for the company’s other 138 employees. At a minimum, that would suggest the company could save hundreds of thousands of dollars annually by removing those positions and their benefit packages. At least one “junior brewer” job has been recently listed on LinkedIn, offering up to $18 per hour and benefits. The company’s 12 full-time production employees will continue to be paid through October 1, at which point they will receive severance packages if they are not retained for other non-brewing jobs. … We just literally cannot afford to keep these production people on and make beer here,” Oxton says. “They’re not always decisions we want to make, but it’s a preservation atmosphere. Oxton says outsourcing production is a necessary decision now to protect the company’s future. As more production is moved from Everett to other brewing spaces, Night Shift plans to continue to use its home base for R&D and other smaller-scale production projects. ![]() Night Shift for years has used a contract brewing arrangement to produce certain brands, including Nite Lite Light Lager. He declined to specify how much money would be saved in the new arrangement, saying that “this move is not about saving us more money, but primarily about preventing us from going out of business." Night Shift co-founder Michael Oxton says outsourcing additional production is necessary to keep the company afloat, which will eventually include phasing out up to a dozen brewing positions. Jack’s Abby and Isle Brewers Guild already combine to contract brew half (about 19,000 barrels) of Night Shift’s total volume, which was 38,840 barrels last year. The partnership may eventually lead to an alternating proprietorship, a structure that allows two companies to take turns using the same physical brewing space. Instead of making all beer and other products at their headquarters, Night shift will expand a contract brewing agreement to make beers and hard seltzers at fellow Massachusetts breweries Jack’s Abby and Isle Brewers Guild. On July 26, Night Shift Brewing informed employees that it would eventually cease the majority of brewing operations at its Everett, Massachusetts facility in order to address supply shortages and to protect the future of the company. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.
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