For the love of beer
Tree House has given no indiction that it will further increase its distribution to the national level — let alone beyond New England — but the move to set up shop in Boston still represents a significant shift in line with the rest of the industry.
Craft beer producers have grappled with flat and even dwindling sales across the board since 2022, while the pandemic forced many direct-to-consumer brands to distribute their beers beyond the taproom.
Tree House, meanwhile, seems to be doing just fine. The pop-up, as well as the forthcoming beer garden, come across as earnest attempts to simply share its beer with more beer lovers, even passersby.
In fact, the brewery says its staff will even bring its cans to your car in the parking lot of the Prudential Center.
“Based on our trial runs, reaching the Tree House cooler from the Turnpike exit takes about a minute, the most convenient in-and-out experience in Boston,” it says.
