March 23, 2021

Fernson Brewing Co. is expanding distribution to the Twin Cities next month.

And yes, that includes its novelty Twin Bing Stout.

Sioux Falls-based Fernson’s craft beer and hard seltzer will be found on retail shelves across the metro area, co-owner Derek Fernholz said. That’s expected to happen in early April.

Getting into the Twin Cities market has been a longtime goal, said Fernholz, who started Fernson in 2015 with Blake Thompson.

“Home is always first and foremost,” he said. “We make sure Sioux Falls and South Dakota are taken care of, and from there, it’s finding the right distribution company and entrusting them with your brand and the day-to-day sales of it.”

That partner is J.J. Taylor Distributing Co. of Minnesota, which is based in northeast Minneapolis.

“They’re aiming at finding 50 to 60 spots for it and to grow from there,” Fernholz said.

“If you consider yourself as living in the Twin Cities, you should be able to find it.”

Over the years, Fernson has expanded with distribution into northwest Iowa, western Minnesota and much of North Dakota. It entered the Omaha market in 2017 but “we’re between distribution partners now,” Fernholz said.

For the Twin Cities, Fernson relied on J.J. Taylor’s knowledge of the market to help choose which brews to sell. They’re starting with core beers Farmhouse Ale and Shy Giant IPA that will come in six packs of 12-ounce cans. Twin Bing Stout is sold, of course, in twin packs. Skip Day will come in a new variety 12-pack that include four flavors: black raspberry, fruit punch, orange pineapple and cherry bomb.

“They’re excited for that,” Fernholz said of J.J. Taylor’s expectations for Skip Day.

While COVID-19 restrictions on bars and restaurants in Minnesota are easing, Fernson is sticking with retail distribution for now in the Twin Cities.

“A distribution launch in normal times usually includes events and tap takeovers,” Fernholz said. “Myself or a representative from the brewery would be there and talk to people and get them excited about the brand. That’s not happening in the current pandemic.”

The pandemic shifted sales for Fernson in the past year. As more people stayed home, the majority of sales went from kegs for bars and restaurants to cans for retail.

“People still sought to drink craft beers,” he said. “We saw an uptick in retail sales. We made it through OK by running a lean and efficient business. We made it through as good as we could.”

In January, the brewery in north Sioux Falls added a new canning line, which is still in the process of being put into use.

“Our goal is if it makes more or better or gets it out faster, we’ll invest in it,” Fernholz said. “We let it hurt a little bit first” before expanding.