For the Oregon Beer Growler
The craft beer industry in Central Oregon has shown no signs of slowing down.
Neither has the growler industry that has grown up alongside it.
Just three years ago, DrinkTanks was an idea on Kickstarter. Now, the Bend-based growler company is a rapidly growing and recently expanded business by partnering with one of the largest outdoor retailers in the country.
“I didn’t think the growth would happen this quickly,” DrinkTanks founder Nicholas Hill said, sitting in his company’s new office on the east side of Bend. “It’s something I envisioned, but we’re definitely growing at a fast pace. You have to be careful because growing at a rapid pace can be just as dangerous as not growing at all.”
The idea behind DrinkTanks — and other similar products on the market — is no longer new to the beer world. High-end growlers that keep beer cold, carbonated and fresh are available at pretty much any brewery and growler fill station around.
DrinkTanks’ double-walled, vacuum-insulated growlers have become a staple of the craft beer industry following an unassuming start as a Kickstarter campaign. But things haven’t slowed down much since the beginning for DrinkTanks — in less than a year, the company has nearly doubled in size.
This summer DrinkTanks moved into a new facility, with 18,000 square feet of production and office space. It also employs 35 people, nearly double the number working there a year ago.
“This should sustain us for a while,” Hill said, smiling, noting that an adjacent lot could provide room for additional growth.
The biggest change, however, is that the company is more than just a hit in the world of beer. That’s not to say that sales in the world of beer have slowed. Hill noted that the company was up 170 percent year over year and is on pace for similar growth in 2016. Now, however, the business has revenue coming from an entirely different source.
“When we started, the low-hanging fruit was craft beer, growlers — it was an easy to enter into the craft industry,” Hill said. “And we’ve done a really good job transforming over into the outdoor industry, because it’s a natural fit.
“A lot of people that like to do outdoors activities — hiking, biking, skiing, kayaking, stand-up paddle boarding — all associate, at some level, with some sort of beverage, whether it’s beer, or margaritas or water,” Hill continued. “So our vessel does very well crossing over to that channel.”
Getting into that world was facilitated by outdoor gear and clothing co-op REI. What began as a planned five-minute meeting at the Outdoor Retailer trade show in Salt Lake City turned into a full-blown relationship with REI. Starting in July of this year, DrinkTanks is now in all of REI’s stores and also sold on its website.
But much of the core of the company remains the same. While the vessels themselves are manufactured overseas, the rest of the business — from powder coating, to custom engraving, to assembly and shipping — all happens in Bend.
New this year for DrinkTanks will be the Kegulator, an auto-regulating keg cap that turns a DrinkTanks growler into a mini-kegerator. It uses a CO2 cartridge and purge valve to keep beer fresh.
The product was actually supposed to go to market earlier this year, but Hill said he wanted to wait.
“We refused to compromise on the quality and the functionality of the product,” he said, noting he wouldn’t send the Kegulator into the field without being sure it would work exactly as he intended.
The Kegulator should be available this fall, in time for the Christmas season, Hill said. He also said there would be some new offerings from DrinkTanks in 2017, without divulging what they would be.
All of that might mean DrinkTanks might see even more growth in the immediate future.