Redbridge gluten-free beer is made by Anheuser-Busch. It was introduced in late 2006 in certain markets and available nationwide in the Spring of 2007. In most markets, Redbridge was the only gluten-free beer game in town and therefore was fairly well received by the gluten-free consumer market in the U.S. Bard’s Tale gluten-free beer captured a much smaller percentage of the market but that’s mostly due to the fact that unlike Redbridge, Bard’s Tale was not widely available. In late 2008, Bard’s Tale became available in the Atlanta market and sales really took off. Bard’s Tale is sold in Whole Foods stores in the area and served at several Atlanta area restaurants.
Last month rumors started up about the possibility that Redbridge was being discontinued, but Anheuser-Busch stated (and continues to state) that there are no plans to discontinue the beer at this time. Please note that historically, Anheuser-Busch has not shouted from the rooftops when they have chosen to discontinue any products. No companies do that because they want all the existing products to sell out of the market and much product is often in the market place long after a product has been discontinued. Only time will tell what the real deal is with Redbridge. Maybe it’s here to stay and maybe not.
In the Southeast, Publix is a major player in the mainstream grocery store business, with over 1000 stores in five states. Each January, the company redesigns the massive beer display in their stores and the 2010 line up does not include Redbridge. The sales were not there to support the shelf space so Redbridge, the only gluten-free beer sold at Publix, didn’t make the grade. Once Bard’s Tale was available here, many people spent the extra money to buy it over Redbridge, even though most people live closer to a Publix than a Whole Foods store – currently the only place to purchase Bard’s Tale except for restuarants. On average, a six-pack of Bard’s Tale costs $2.50 more than Redbridge.
After not being able to find Redbridge at any Publix in my area for almost two months, and hearing complaints that others could not find it either, I finally spoke to the manager of a store near me to find out exactly what the deal was. As I expected, he confirmed that Redbridge did not sell well enough to continue to be kept on the shelf at Publix. This is a corporate wide decision – no Publix stores are stocking Redbridge with chilled beer now. However, customers can contact the manager of their store and request the product be brought in just for them. That is, it can be brought in as long as the local distributor carries it and the manufacturer makes it. Publix carries Woodchuck cider and all the flavors in that line are gluten-free.
Whole Foods stores here sell Bard’s Tale, Greens (from Belgium) and New Grist gluten-free beer. Kroger reports that they carry Redbridge in their stores presently. No company should continue making a product that they aren’t making money on, and no store should have to sell something that’s not profitable for them. Companies are not making gluten-free products to “be nice” to gluten-free consumers. Like any business, manufacturers are only interested in making profitable products. Retailers are interested in selling products they can make a decent profit on and the products have to turn quickly enough to justify the shelf space they take up.
Unfortunately, Redbridge might end up falling into the category of failed gluten-free products. Redbridge is considered by some people to be the “Budweiser” of all gluten-free beers, but it’s the only one available in many markets. For that reason, it will really be unfortunate if the product ends up disappearing from all store shelves eventually. Let us know if you like Redbridge, or if you prefer other gluten-free beer brands.
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i hope this is not true, it took a while to find a good gluten free beer i love redbridge. i have to agree with others i wish it was in more restaurants,stores and bars they should advertise it better.
keep buying everybody!!!!!!!!!
I had my first bottle of Redbridge beer last week and thought is was great. It’s nice to know that there is a good tasting gluten free beer available to purchase. I agree that it should be advertised more. I discovered it at a gluten free support group meeting at an Omaha, NE. HyVee grocery store. Why not put it their weekly ads?.
I love Redbridge and it would be ASHAME if they discontinued it! I have tried all the gf beers, but Newgrist and like Redbridge the best!
I have enjoyed the Redbridge and Bards tale beers. It is very nice to go to Uno Pizza and be able to get GF pizza and a beer instead of making your own pizza at home.
Ironically I just bought my first Redbridge beer yesterday, the same day I received this email. I am newly diagnosed with Celiac and was told about this beer. I used it to make Chili last evening. I was so excited to hear this was available and was surprised at how good it tastes. I would be so disappointed if it goes away. I will continue to buy it as long as its available.
Keep in mind that even though ALL Publix stores dropped Redbridge from their line up, any Publix store manager is happy to get it in specifically for you as long as you ask for it and give them your phone number so you can be notified when it arrives. I found one 6-pack in the gf food section of my Publix yesterday, next to the Dark & Dry Cider they ordered at my request. There are just a handful of stores that have enough room for the large gf food section which allows for the drinks to be stored there. All others would need to order in Redbridge per customer requests. Publix can order the beer as long as AB still makes it, and your local distributor carries it (some have dropped it in the last month). AB’s ad budget for Redbridge is $0. They counted on the gf community to spread the word.
I have tried several gluten-free beers and like Redbridge the best. It is a bit hard to find in resturants but some do carry it. Even my husband who can drink regular beers thinks Redbridge is good. We buy it by the case from a local distributor and store it in the basement!
I have been drinking Redbridge for about a year now. It is the only one in my area that is gluten-free. I like it alot, and have found out that adding a lemon to it, actually defines the taste more. I would be very sorry to see it go, I guess I will stock up on it, especially for the upcoming summer.
Here’s an interesting perspective a reader emailed in:
First off, thanks for doing a good job with your newsletter. It’s informative and you have useful information. Second, why is it that someone out there, you for example, with a forum already established (your newsletter) can’t begin to rally the gluten-free people to contact the producers of gf products – like Whole Foods 365, like Redbridge, etc. and campaign for them to continue producing gf products? Take Starbucks, or Dunkin Donuts, for example. Here they are pushing, pushing their gluten products on every Tom, Dick and Harry but do they give a damn about those in need of gluten free? Not one bit do they care so long as their cash registers ring up sales. There has to be some corporate responsibilities out there and unless there is a concerted movement, they’ll just continue doing nothing to develop and produce gf products. Why bother? But if there’s a big enough campaign for them to take notice, then they’ll never bother. Start a ‘blacklist’ or a boycott of these big company’s products until they listen to we in the minority.
Even your newsletter. You say that these companies can’t continue to produce a product unless they’re going to profit and the local store can’t sell it because he can’t sell it. Nuts I say to that concession. They should advertise their very good products – not to the Celiac community as such – but to anyone and everyone out there that wants a gluten-free product. Take Whole Foods. They decide to stop selling their 365 brand and all of us lay over and say, “too bad, there goes another.” Why not call Whole Foods on the carpet, begin to boycott their stores, walk the picket lines, etc. and even if that does no good, it’ll at least get the gf community mobilized for the next battle. Too often newletters inform on what most already know or will know shortly anyway. Or they say to attend a new cooking class or look at the new gf recipes… arn’t they nice. We gf people are in a battle to 1) get large companies to produce gf products and 2) to offer those products at a reasonable price. When will we understand that and begin to take action?
Thanks for the forum.
Redbridge is the only gluten free beer available in my area and I like it very much. I can only get it at one of the larger liquor stores- none of the local restaurants serve it- and I am afraid the store is going to drop if because, as with Publix, it is not very profitable and is taking up shelf space. I will be very sorry if this happens and I have to see it go.
Oddly enough before I received your newsletter I was in my local grocery store and found the Redbridge Beer in the Gluren Free section of my grocery store on the bottom shelf. It was near the pretzels, crackers and other GF products. I thought that was odd and now I know why. I’ve recently visited Whole Foods and had to ask for the beer. It was either hidden or in the back room. Thats too bad, between New Grist and Redbridge, Redbridge is the favorite. I can’t seem to find Bards in my area but will definatly need to give it a taste test.
Thanks for you great information for those who choose to be GF.
Redbridge is the best GF beer I’ve found. I wish I could find it at restaurants when I go out, since that’s when I normally would like to drink it.
I enjoyed Redbridge beer, but unfortunately I haven’t been able to find it here in Phoenix, AZ for at least 6 months. It seems all stores that I have been in have dropped it and our local krogers aka Frys never carried it.
As a former Bud Lite fan, I was happy to find Redbridge after being diagnosed gluten intollerant. I can find Redbridge in Walgreen Drugstores & some Fry’s, even at WalMart (occassionally). If we are fans, we need to let Anheuser/Busch know & we need to promote it among our GF friends. We can request that our store carry it or order it in for us.
I sure hope they are going to continue to make Redbridge. I also agree with some of the others that they would have it at restaurants, especially at ones that offer gluten free menus. Someone needs to get with Anheuser/Busch regarding this..
I do not have a gluten intolerance or Celiac’s, but I prefer Redbridge beer over other beers as I don’t get that full feeling when I dring Redbride. I think if the beer were marketed also to the general public, many more people would begin to drink it and realize it really is a great tasting beer, irregardless of whether you need to avoid gluten or not.
That is sad to hear that stores are dropping GF items. Especially the Whole Foods brownie mix. That was really good. But try Trader Joe’s GF brownie mix, it is just as good.
As far as GF beer is concerned, I find the Green’s so much better than the Redbridge, although it is a lot more expensive.
Redbridge is the best gluten-free beer available commercially. For it to become more popular and have a greater audience it needs to be offered in restaurants and bars. If they would stock it and advertise it I believe they would sell it. I have tried all the rest of the commercial gluten-free beers. I even brew my own gluten-free sorghum molasses beer when I have time. Bard’s Tale is a distant second and all the rest are tied for last.
I prefer Newbridge over Grist Mill for sure. I can normally only find Newbridge at Harris Teeter or Total Wine. I sure hope AB does not discontinue Newbridge. The Kroger near us does not have Newbridge but after seeing above that they carry it I will be asking them to carry it at the local store. Will have to try Bard’s some time if I can find it. Thanks.
I have not had a beer in 16 years and discovered Redbridge this past year and I think it is great tasting (over New Grist) and have asked markets in my area to stock this beer and they have stocked their shelves. I have not yet found other gluten-free beers anywhere else. Thank you Anheiser-Busch for joining in the gluten-free world.
I was very sad to hear a few weeks ago that our local Anheiser-Busch distributor was going to drop Redbridge as I travel a lot and have tried to taste test any of the GF beers I find. Based on my experience, i will go back to drinking wine if they take Redbridge off of the market everywhere. It is by far the closest thing to the type of beer I used to drink. I announced the proposed removal by our local distributor at the GF meeting I run and at two other meetings I attend. I asked everyone to e-mail our local distributor and will now ask everyone to include the Anheiser-Busch company and Publix headquarters (in FL). Hopefully all of the readers of this article will help start a e-mail campaign. If Anheiser-Busch had spent one tenth of the advertising funds on Redbridge that they have on Bud Lite — Redbridge sales would be enough to be counted.
I love Redbridge beer and buy it all the time. I do not want to see it disappear from the shelves.
I do recall seeing it in Walmart but I could be wrong.
On a recent trip to Colorado I was told that Anheiser-Busch was not going to distribute Redbridge Beer anymore. Upon returning to Columbus, Ohio, I checked with our local distrubutor and was told they have not heard anything about A-B dropping Redbridge. In fact, they told me that it is very popular in Central Ohio.
I agree with an earlier post. I wish A-B would do a little advertising of Redbridge and also would promote it at stadiums and arenas. In a crowd of 20,000 people, there would be enough people willing to buy it that it would be worth it to the caterer at the stadium/arena if it was available.
According to both Aramark and Levy Restaurants, most stadiums already serve Redbridge at MLB baseball parks. Some NFL stadiums serve it as well. The issue is finding the one or two remote areas they sell it at either. Right after Turner Field introduced Redbridge in Atlanta last year, many fans reported it was not available. It actually was, but unless you knew where to look for it, you never would have run across it. Several parks also offer gluten- free food stands that offer burgers and hot dogs with gluten-free buns. Even the minor league for the Braves in northern Atlanta sells Redbridge.
i find it very sad to hear about redbridge. its nice to know i can have a beer once in a while.
I have tried may gluten-free beers, but to loose Redbridge would be awful. It is most enjoyable.
PLEASE DO NOT DISCONTINUE REDBRIDGE! THAT IS THE EASIEST BEER TO FIND AND THE CLOSEST I WILL FIND TO SOME OF MY OTHER FAVORITES. I WISH BARS WOULD CARRY REDBRIDGE- IT IS A SHAME AS TO HOW UNEDUCATED RESTAURANTS AND BARS ARE TO GF NEEDS.
Sad that AB would want to remove a product as good as Redbridge. I would go out more often and be willing to have a bar bill for a Redbridge at a restaurant! Sad that ANY GF item would need to be removed for lack of a following when it is so good. I urge anyone who likes a cold beer in the summer time, to get a 6 pack of Redbridge now and try it. Then when you are as convinced as I and the others here are, you should buy a couple cases and put it away for the summer! You won’t be disappointed. An idea for everyone: if we ALL send an email message every day for a couple of weeks, then repeat in one month, I think it would wake up AB to the need for the Redbridge. Include the need for it in restaurants as well in your email.
Send the aforementioned emails to anheuserbusch.com
This might explain why so many people can’t find Redbridge at their stores anymore – http://celiac-disease.com/redbridge-beer-being-reformulated/
I hope they don’t stop making Redbridge. It tastes a whole lot better than all the other gluten free beers and it is cheaper. I was hoping they would start making 12 packs and move on to 24 packs. Please do not stop selling it!!!!!!
The newly reformulated Redbridge is in stores now. It’s pretty decent tasting now, though it has quite a bit less alcohol (by volume) than the original version.
I love Redbridge. I will be very disappointed if this beer is discontinued and if Publix’s stops having it on the shelve. These companies need to understand one thing – 1 in 133 people have Celiac. Most of these people, like me, will shop only at stores that have gluten free products. We come to their store and buy all our other groceries. What if we all went to another store. Would that not hurt their sales overall? I wish more resturants and bars would carry more gluten free foods.
LOVE REDBRIDGE! Tried other G-F’s and they cannot compare. Colorado – where I live – recently changed the law and now cannot beer that’s close to 3.2 in the liquor store. So it’s off the shelves as far as I can tell. Nearby Wyoming still sells is to a road trip may be in order.
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