Mendocino Brewing Beers Heading To Brazil For World Cup 2014

Mendo’s off the to games!

Mendocino Brewing is heading to Brazil! Fortunate fans at this year’s World Cup, one of the world’s most popular sporting events, will be treated to an array of Mendocino Brews. Red Tail Ale, Eye of the Hawk, Blue Heron, White Hawk and Black Hawk Stout will all be available at a variety of soccer match cities around the country, giving beer-loving soccer fans a taste of a classic U.S. craft brew.

Brazilians are no strangers to beer. Brazil is one of the world’s top beer-producing countries, and according to a survey commissioned by brewing giant Ambev, 35 percent stated their national passion as beer (77 percent said football). Beer and soccer are so closely linked, in fact, that one in four beers is consumed around football events.

Keith Tabayoyon, Mendocino’s West Coast General Sales Manager, clues us in on how Mendocino Brewing got invited to one of beer-drinkingest events in the world!

Could you give us a brief rundown of how beer gets chosen to be served at an event like the World Cup in the first place? Did Mendo distributors meet with the event representatives and ply them with Eye of the Hawk?

Keith: In wanting to explore the opportunities of exporting to World Cup, I met with Chris Cade of Cade & Company  when I was in San Diego. C&C already exports perishables and other items to Brazil and other countries throughout the world. At the time of the meeting, C&C did not have a license to export beers, but was interested in adding beer to their portfolio.

According to Chris, representatives from Uniland Distributing Brazil were sampling different California beers. Upon sampling many beers, they decided to pursue Mendocino Brewing Company as “THE BEER OF CHOICE.” They preferred the distinctive taste of spices to aggressive hops. Once C&C received their beer license, the process began to come together.

Is the beer already on its way to Brazil? How long will the journey take?

Keith: We sent our first 40 foot container (1296 cases) at the end of March. We are working within a time frame that allows for the next container to be ordered once each load leaves the Port of Oakland. It takes three weeks to arrive in Sao Paulo.

These beers are also going a long way from home. How will you assure their quality is maintained during the trip? Do you have any concerns about the beer being well-represented?

Keith: This project was only pursued based on the ability of the Brazilians to maintain Mendo’s product integrity. Like other loads, our beers must be refrigerated and maintained in a controlled climate. Diligent temperature adjustments will be required during the trip, and all parties involved are very conscientious about maintaining product quality. Knowing that the 85 degree weather in Brazil could be a problem, we had to make sure that once our beers arrived they would not be exposed to “temperature shock” due to the heat.

Chris Cade’s understanding of quality standards was integral in dealing with all issues of this project. I did not want to have our product sitting in a warehouse waiting to be sold and at the mercy of programs we could not control. To ensure immediate Mendo sales, a commitment was made with Uniland Distributors, a premiere distribution company throughout Brazil. They in turn received a commitment to authorize Mendo beers in all 168 of Companhia Brasileira de Distribuicao stores throughout Northern Brazil. Companhia Brasileira de Distribuicaois the second-largest retail company in Latin America and the second-largest online retailer in Brazil.

C&C has the ability to monitor Mendocino Brewing’s beers as the beers are distributed throughout the Brazilian Market. We are very fortunate to have established a relationship with Chris Cade and Company, and have the utmost trust that they will ensure the integrity of MBC beers are always maintained.

World Cup cities

I’m sure a U.S. soccer fan attending the World Cup would love to have a taste of home. Will Mendo’s beers be available at the cities where the US teams will play?

Keith: MBC beers will be placed in markets, major hotels and major venues in and around World Cup matches, allowing U.S. visitors and other tourists to have a taste of home at every opportunity.

Do you see any other international events like this one in Mendo’s future?

Keith: As our relationship begins to grow with Cade and Company there most definitely will be other international opportunities coming into play. We have already begun negotiations with Chile, and soon China and Japan.
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