The Barrel One Collective Latest News: Oct 2025

Welcome to The B1C Briefing – a bi-monthly roundup of the latest news and updates from Barrel One Collective‘s 15-brand strong portfolio (Harpoon, Long Trail, Dunkin’ Spiked, UFO, Shed, Clown Shoes, Smuttynose, Wachusett, Crystal Light Vodka Refreshers, Greater Good, and others) and nine brewery-taprooms across Massachusetts, New Hampshire, Vermont, and New York.

As the largest craft beer producer in New England, we’re always glad to connect for conversations on industry trends and developments.




Company News
Dan Kenary Co-Chairs Mass. Governor’s Competitiveness Council – Harpoon’s co-founder and president, Dan Kenary, has been appointed co-chair of Gov. Maura Healey’s Advisory Council on Competitiveness, a statewide effort launched on Oct. 15 to strengthen Massachusetts’ business climate and drive economic growth. Dan will serve alongside business leader Mark Nunnelly, helping to advise on issues relating to workforce development, taxation, innovation, and smart regulation. Dan will bring a brewer’s perspective to Beacon Hill – and champion a prosperous future for businesses and communities across the Commonwealth.

Wachusett Brewing Rebrand Fuels Growth – Wachusett unveiled refreshed branding in Spring 2025 that tapped the legacy brewery’s roots and reason for being. The new look and “Catch A Good Time” attitude has been resonating with fans and driving company growth, despite industry challenges. Below are a few success metrics since the rebrand (in the core market, with no new markets added):

 Wachusett Blueberry is up 11.7%, accelerating 16.1% in a 90-day window
The brand family is up 4.3%, despite the market being down 4.5%
The line extension of a Vodka Blueberry Lemonade Cocktail soared to the #2 volume mover in the portfolio, even though it only launched in May

Commentary from Rob Day, VP of Marketing at Barrel One: “We’re proud of the work we put into this brand, but the results are even exceeding our expectations. The Wachusett turnaround story is a bright spot for craft beer and will hopefully lay a path for future beer success stories.”

Product News
Harpoon and Dunkin’ Launch Collab Stout – This month, Harpoon and Dunkin’ released their fiirst fully-nitrogenated packaged beer, the Brown Sugar Shakin’ Espresso Stout. The winter stout, which pairs Dunkin’ espresso with dark-roasted malts and a creamy nitrogen pour, is available in 6-pack cans for a limited time.

Long Trail Après IPA – Long Trail’s newest IPA hopped off the lift this month. At 7% ABV, the IPA is as crisp, piney, and resiny as a well-trodden ski trail. Available in 12-pack cans and draft across New England.
Long Trail x Ski the East Hazy Mountain IPA – For year six of the Long Trail x Ski the East collab, the IPA boasts a new look, but the same refreshing alpine taste. Consumers can experience ski-themed events plus new graphics and merch with a retro ski poster vibe inspired by that “first tracks of the day” feeling. Available in 4-pack 16oz cans, draft, and within the Long Trail x Ski the East IPA Quad Pack.

Charlie Sheen Partners with Harpoon on Non-Alc Beer Brand – Charlie Sheen has entered the non-alcoholic beer market with Wild AF Brewing, a collab between Harpoon and The Silent Group. The brand’s debut product release, Wild AF “Cold Gold,” is a crisp, golden style brew with a hint of citrus, toasted malt, and a clean finish. Pre-orders are available at wildafbrewing.com, in 6, 12, and 24 Packs.

Brewery News & Events
Frankenstein’s Mad Scientist Cocktail Lab at Harpoon Boston – Open now through Nov. 7, this 90-minute pop-up experience from Bucket Listers features interactive cocktails/mocktails, spooky photo ops, a tarot card reader, and more.




Product News
Harpoon Winter Warmer – New England’s first packaged seasonal makes its return on Nov. 1. Introduced in 1988, Winter Warmer has become Harpoon’s longest-standing beer release and a snow-day staple for folks across the region. Combining the subtle sweetness of caramel malt with holiday spice additions of cinnamon and nutmeg, it’s both hardy and satisfying yet surprisingly easy-drinking.

Brewery News & Events
Farm To Brewery Dinner with Jenna and Nora Rice in Windsor, VT – On Nov. 5 at 6:30pm, Harpoon will bring the flavors of Vermont to its Windsor brewery. Jenna and Nora Rice, authors of The Vermont Farm to Table Cookbook, will dish up a special locally-inspired multi-course meal paired with Harpoon beers. 

Holly Jolly Bar at Harpoon Boston – Get in the holiday spirit and visit this Bucket Listers pop-up at Harpoon’s Seaport Brewery, running Nov. 13 through Dec. 28, featuring seasonal cocktails, holiday-themed bites, and entertainment.
“Home for the Holidays” Artisan Market at Harpoon Boston – On Dec. 14 from 12-3pm, celebrate the season with local vendors, firepits, and fresh brews at the Seaport brewery.

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