Coronavirus Shutdown Forces MA Breweries To Get Creative

MARLBOROUGH, MA — On March 17, the day dine-in service ended in restaurants across Massachusetts, Lost Shoe Brewing co-owners Melynda and JP Gallagher were planning for big changes.

With their downtown Marlborough taproom closed to sit-down service, Melynda Gallagher was thinking of new ways they could get their canned beer out the door: online ordering, and maybe a curbside can-delivery service. In the brewing area, JP Gallagher was cooking up a New England IPA, a style of beer he knows is a big seller.

The Gallaghers are among the many brewery owners (Lost Shoe is also a coffee roaster) across Massachusetts who are suddenly faced with a serious blow to their business model: because of the new coronavirus outbreak, people are no longer allowed to sit down and drink a beer.

But many brewers are also getting creative to get through the coronavirus crisis.

Just before Gov. Charlie Baker ordered the end of dine-in service, Peabody's Essex County Brewing Co. fortunately received a state permit to deliver beer. Now the brewery is rushing cans to customers who would've otherwise come to the brewery.

The brewery is selling out of some beers, and has had to order more growlers — glass jugs that you can fill from the tap and take home — to keep up with demand.

"It’s a way to connect with our customers and the North Shore communities we live, work and play in," the brewery told Patch. "We want to get people that are not comfortable coming out of their house, and or have small children and can’t stop by taproom to pick up our beer."

Trillium Brewing Company, with locations in Canton and Boston, is also offering delivery with a twist. Trillium is brewing an anniversary IPA for delivery in the Boston area, along with merchandise like T-shirts and beer glasses.

In Framingham, brewers Jack's Abby and Exhibit 'A' are also focusing on can sales. Jack's Abby is offering phone and online ordering, and curbside delivery within 20 minutes of your order. The brewer also offers food for delivery through GrubHub, and is giving $5 gift cards for every order over $25.

The brewery isn't offering home delivery at the moment, Jack's Abby public relations manager Kat Legett said. State law does require brewers and other alcohol sellers to get a $150 permit from the state Alcoholic Beverages Control Commission to offer delivery. Companies like Drizly offer liquor delivery in Massachusetts, but typically only from local liquor stores, not breweries.

At the popular Treehouse Brewing in Charlton, the owners have enacted strict procedures for buying beer. Customers must order online, drive to the brewery, and then wait in the car while an employee verifies their ID through a closed window. The beer is then placed on a cart near the vehicle — only then can the customer get out to retrieve it.

"Please do not roll down your window or exit your vehicle until your case is ready," the instructions on the Treehouse website read.

Wormtown Brewing in Worcester has a similar setup, with customers driving up to the brewery's porch off Shrewsbury Street, where employees load your car with beer.

Lost Shoe Brewing is open during Baker's new coronavirus stay-at-home advisory. But they are requiring customers to order beer online before coming into the Weed Street taproom.

"Open for grab-and-go only," a sign on the door reads. "Thank you for your support!"