FOR IMMEDIATE RELEASE

FOR: The Magic Hat Brewing Company®, 5 Bartlett Bay Road, South Burlington, VT 05403
CONTACT: Krissy Leonard, krissy.leonard@magichat.net, (802) 658-2739

Magic Hat Names Distributor and Newbie Distributor of the Year
Pouring Partners’ Performance Propagates Positive Position

South Burlington, VT, July 17, 2009 – With the help of the brewer’s revolutionary relationships with its distributors, Magic Hat had a grand year in 2008. Its flagship brew, #9, became the #3 best-selling pale ale in the country, growing 38% in sales, and enjoyed a 14th consecutive year of double-digit growth. The company realizes that without the dedication to deliver by their distributing partners, these numbers would still remain a fleeting dream. Annually, the brewer highlights two distinguished distributors for their beer bravado and devotion to Magic Hat’s market approach and core values of being distinctive, theatrical and irreverent.

Pouring Partner of the Year Award

This year’s coveted Pouring Partner of the Year Award goes to Mims Distributing of Raleigh, North Carolina. Some of the scintillating numbers from Mims include growing overall Magic Hat volume by 32% and the brewer’s IRI market share to 7.5%. Mims also increased on- and off-premise distribution by 14% and 27%, respectively. Says Chuck Bassford, Divisional Deputy of Ales and Sales for the Mid-Atlantic region, “From senior management, sales personnel, inventory control, accounting and merchandising, Mims Distributing has displayed an unwavering commitment to excellence.” In other words, they really rock.

Newbie of the Year Award

Winning this year’s Newbie of the Year Award is Frank B. Fuhrer Wholesale of Pittsburgh, Pennsylvania. The Newbie of the Year award goes to the wholesaler that has carried the Magic Hat brand for more than 12 months, but less than 24. Such a time frame leaves a rather small window for excelling in excellence, but Frank B. Fuhrer kicked ales by growing overall Magic Hat volume by 47% and the Magic Hat business by nearly 15,000 cases. They secured 10 draft lines at Heinz Field, home of the Pittsburgh Steelers, and increased on-premise distribution by a whopping 60%. Divisional Deputy of the Northeast, Bill Keane, commended Frank B. Fuhrer’s constantly open lines of communication in exchanging ideas and the way they’ve “fully embraced Magic Hat’s priorities and distribution goals.”

Magic Hat wishes to thank these two Pouring Partners for helping with a wildly successful 2008 and what is shaping up to be an equally grand 2009.
Magic Hat Brewing Company and Performing Arts Center, creators of #9®, Circus Boy®, Lucky Kat®, and four seasonal offerings, supports the arts community and reminds you that safe sex is great sex. “Get Tested, Get a Condom, Get it ON.”

MAGICHAT.NET