From Blueberries to Boom Season: Baxter and Orono’s Maine Strategy

Maine’s craft brewing industry has always punched above its weight despite being among the smallest in population. The state ranked second in breweries (14.3 per 100,000 21+ adults) and economic impact per capita, and third in gallons (9.8) per 21+ adult in 2024, according to Brewers Association data. 

 

That outsized impact along with the state’s robust tourism business gives Maine craft brewers a unique perspective on the industry’s ebbs and flows. 

 

The latest edition of the Brewbound Podcast features two of those voices – Baxter Brewing president Jenn Lever and Orono Brewing co-owner Abe Furth – in separate conversations recorded during the New England Brew Summit. Both are also Maine Brewers Guild leaders and board members. 

 

Up first, Lever explained what it’s like to navigate a business when seven months account for the lion’s share of volume. 

 

“We’re so proud to represent Maine year-round, but we also recognize the challenges that come when your population quadruples for less than half of the year,” she said. “You’ve gotta be ready to activate and react as quickly as possible to that summer season. 

 

“The people that come to Maine the first time, it’s never their last time.”

 

Lever also touched on how Baxter’s mix shifts during the busy season, the loss of Canadian tourism amid strained international relations and why blueberry-flavored offerings have become big business for the company.

 

Then, Furth discussed why guild participation remains important. He also shared why operating in a college town allows him to peer into the future and plan accordingly, and explained the importance of working through innovation plans with the brewery’s distributors to find products that fill real whitespace in their portfolios. 

 

Before the interview, Justin and Jess recap Tilray’s purchase of BrewDog’s U.S. assets and the future of the platform. They also look at some not great shipment numbers to start the year and some not-so-bad scans.