UTICA, N.Y. — F.X. Matt Brewing Co. is hoping to stay ahead of the curve on consumer trends with its introduction of the first ‘mid-strength’ beer in the United States.
The brewery, known for its Saranac and Utica Club brands, recently launched Weekend Warrior under the Saranac label. The craft brew has 100 calories and 3 percent alcohol by volume (ABV), both lower amounts than full-strength beers.
Innovation is nothing new to the brewery, whose Utica Club was the first beer sold after the repeal of prohibition.
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The idea for Weekend Warrior came after watching trends showing drinkers being more mindful of what they drink and how much they drink, company President Fred Matt tells CNYBJ. That includes watching international trends in countries like Australia and New Zealand, where mid-strength beers already make up between 20 percent and 25 percent of the market.
‘I think people want to drink beer,’ Matt says, ‘but what people are saying is they want lower alcohol.’
He believes F.X. Matt Brewing has the solution in Weekend Warrior, which has a lower ABV, but still delivers full flavor.
To craft the brew, Matt says company officials brought the idea to their brewers. ‘Our guys are really good at what they do,’ he adds. They also can put their heads together with brewers from the companies for which F.X. Matt Brewing Co. does contract brewing. About 50 percent of what they brew is the company’s own brands, and the rest is contract brewing for other brands including Brooklyn Brewery and Harpoon Brewery.
‘They learn from us, and we learn from them,’ Matt says. ‘It’s like a melting pot of great ideas.’
After the brewers produce a recipe, the process then moves along to marketing concepts before the product is finally launched.
While Weekend Warrier has just been introduced, Matt says it has already been well received at places where people have had the chance to try it. That includes the New York State Brewing Conference, recently held in Albany. A number of brewers sampled Weekend Warrior and complimented it, Matt notes.
The brewery is just now shipping the beer, and Matt has high expectations. ‘My hope is that it could become the number one beer for us,’ he says.
Matt expects that establishments that serve Weekend Warrior will also see some benefits, as the lower-alcohol beer will allow patrons to stay longer and spend more money.
There is plenty of room for something new like Weekend Warrior, he contends. ‘I think it meets the consumer where they are going.’
Located in Utica, F.X. Matt Brewing employs about 130 people. The family-owned company does not disclose revenue or sales figures.
