Craft Beer

Expanding in a Shrinking Market

Finding growth where the category isn't.

What we did

Thinking

Doing

Services Provided

Chain Strategy

Go-To-Market Planning

Distributor Alignment

Growth Strategy

National Accounts

Karl Strauss has brewed San Diego's original local beer since 1989, one of California's most established craft breweries, with the pedigree and loyal following to prove it.

Even Odds took on the account in August 2025, at a moment when the craft category had turned: shelf space was tightening, and legacy brands were losing distribution across the state.

What started as a distribution push at Albertsons Vons Pavilions has grown into a full national accounts partnership spanning grocery, club and specialty retail across California, Arizona and Nevada.

One year in, Karl Strauss is one of the few brands in its category growing instead of shrinking.

THinking

Grow where the category isn't.

When Even Odds took on Karl Strauss, the craft category was already sliding. Southern California craft beer was down mid-single digits, and flavored malt beverages were down double digits. Distribution alone wasn't going to be enough.

We read the scan data to see where the category was actually moving, then built the account plan around it: lean into the formats and segments that were growing, protect the core, and concentrate effort on the accounts with the most room to run.

We used Albertsons Vons Pavilions as the proving ground. Karl Strauss already had a foothold, but there was room to build. We expanded the assortment into formats and segments showing opportunity, then supported the new distribution with programming designed to drive velocity.

Prove the strategy at AVP, then use the performance to reopen doors that had been closed for years.

No items found.

Doing

A strategy only counts when it reaches the shelf.

Even Odds manages the day-to-day work alongside the Karl Strauss team: buyer relationships, line reviews, new item submissions, pricing, distributor alignment and promotional programming, built into the sell-in case for every reset.

At Albertsons Vons Pavilions, Karl Strauss grew from 530 to 1,895 points of distribution between the Fall 2025 and Spring 2026 resets, a net gain of 1,365 PODs, with store coverage moving from 244 to 325 stores, near-full coverage of the chain.

Hard Cherry Cola, the new flavored malt beverage entry, alone drove $203,000 in year-to-date sales and became a top-20 flavored malt beverage brand in Southern California. Inside AVP, at full distribution, Karl Strauss's dollar sales are up 43%.

That proof strengthened the Costco conversation. After years without a program, Karl Strauss re-entered Costco with a 4,400-case Oktoberfest commitment. Ralph's authorized KS Seasonal chain-wide with trade promotions behind it. Sprouts brought Oktoberfest into every California store. WinCo picked up Karlitos, a new entry into the Mexican lager set.

Thinking + Doing

Build what's next.

One retailer's proof became the case for the next. AVP's growth strengthened the Costco conversation. And as distribution expanded, every new placement added to the story we could take into the next account.

At a moment when most of the category is fighting to hold its shelf space, Karl Strauss is growing.

Southern California craft beer is down 4.5% this year. Flavored malt beverages are down nearly 15%. Karl Strauss is up 11.7%.

The category is shrinking. Karl Strauss isn't

"Even Odds has been a true partner in Karl Strauss's growth, helping us secure placements we couldn't have landed on our own and bringing real consistency to a process that used to feel like a guessing game."

COO, Karl Strauss

Chad Heath

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