New Jersey Beer Company

What New Jersey Beer Company does

New Jersey Beer Company (dba NJ Beer Co.) is a privately held craft brewery founded in 2010 and headquartered at 4201 Tonnelle Avenue in North Bergen, New Jersey. It produces a diverse portfolio of beers including IPAs, pale ales, lagers, sours, porters, and stouts, and serves both on-premise consumers through its North Bergen taproom and wholesale trade customers across New Jersey. The brewery's product lineup emphasizes creative branding and pop-culture-inspired names, alongside recurring charity-linked SKUs tied to ALS research, veterans' causes, and Jersey Shore environmental efforts.

The company generates revenue through three streams: direct draft beer sales at the taproom, private event hosting and buyouts (accommodating 20 to 100+ guests), and wholesale distribution of draft and canned beer to NJ bars, restaurants, and retail accounts. Wholesale sales are handled by Paul Harlan, who also covers brewing operations and marketing. The go-to-market is primarily direct-to-consumer via the taproom, with a secondary wholesale motion in-region.

The brewery was founded by a small team of brewers and received an angel investment in 2011 from Jersey City real estate developer Paul Silverman, who serves as Chairman. Dave Manka has been the head brewer since 2012, and Steve Gabel was hired as General Manager in 2020. Distribution, partnerships, and product launches are concentrated in New Jersey, with no disclosed expansion outside the state. Revenue, headcount, and ownership structure are not publicly disclosed, and the company has not raised institutional capital beyond the 2011 angel round.

Name

New Jersey Beer Company

Legal name

New Jersey Beer Company

Website

https://njbeerco.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

New Jersey Beer Company is a privately held craft brewery founded in 2010 in North Bergen, NJ, operating a taproom and distributing a diverse beer portfolio wholesale to New Jersey bars, restaurants, and retailers.

Ownership category

akta.pro rank

Product category

Craft Beer / Brewing

NAICS

Breweries (31212), Drinking Places (Alcoholic Beverages) (7224), Beer and Ale Merchant Wholesalers (42481)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Craft Beer Bars & Taprooms (THAFAEAG), Beer Brewing & Craft Brewing (AFAFAAAA), Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB), Taprooms & Brewpubs (CRANACAF)

Keywords

• Craft beer brewing
• Taproom operations
• Wholesale beer distribution
• Private event hosting
• Packaged canned beer

Headquarters

HQ city

North Bergen

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Taproom Sales: Direct sales of draft beer to consumers at the North Bergen taproom, including on-site consumption and growler fills.
2. Private Events: Revenue from hosting private parties and buyouts at the taproom facility, accommodating groups from 20 to 100+ with full staffing, tables, seating, and music provided.
3. Wholesale Distribution: Distribution of canned and draft beer to bars, restaurants, and retail locations throughout New Jersey, with Paul Harlan handling sales inquiries.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

New Jersey Beer Company is a craft brewery that produces and sells a portfolio of draft and canned beers, including pale ales, IPAs, lagers, pilsners, and double IPAs. It operates a taproom in North Bergen, NJ for direct consumer sales and on-site consumption, and distributes wholesale to bars and restaurants across New Jersey. The brewery also hosts private events at its facility.

Product overview

New Jersey Beer Co. is a craft brewery founded in 2010 in North Bergen, NJ, offering a diverse portfolio of beer products including IPAs, Pale Ales, Lagers, Porters, Stouts, Sours, and specialty seasonal beers. The company operates a taproom for on-site sales and private events, and distributes canned/bottled beer for retail. Key products include the flagship Vader Pale Ale, Easy Beer lager, Motueka DIPA, Peter IPA, and various seasonal offerings like the Bears Beets Battlestar Galactica IPA and Five Arms Pilsner.

Differentiator

Problem solved

Functional benefit

Products and services

• Vader Pale Ale A pale ale produced by New Jersey Beer Company, available on draft at the taproom and in packaged form for retail and wholesale customers.
• Easy Beer Lager An easy-drinking lager brewed by New Jersey Beer Company and sold on draft and in cans through the taproom and wholesale accounts.
• Bears Beets Battlestar Galactica IPA An India Pale Ale (IPA) brewed by New Jersey Beer Company, sold on draft and in packaged form through the taproom and to wholesale bar/restaurant customers.
• Five Arms Pilsner A pilsner brewed by New Jersey Beer Company and distributed via the taproom and wholesale channels.
• Peter IPA An India Pale Ale produced by New Jersey Beer Company, available on draft and in packaged form.
• Motueka DIPA A Double IPA brewed with Motueka hops, sold by New Jersey Beer Company on draft and in packaged form through the taproom and wholesale accounts.
• Taproom An on-site taproom at the North Bergen brewery where customers can consume draft beer, purchase packaged beer to go, and host private events.
• Private Events Hosting Booking of the brewery's taproom and facility for private events such as corporate gatherings, parties, and group celebrations, leveraging the on-site beer selection.
• Wholesale Beer Distribution B2B distribution of New Jersey Beer Company's draft and packaged beers to bars, restaurants, and on-premise accounts throughout New Jersey.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Alliance for a Living OceanminorStrategic or Co-development PartnerA portion of sales from LBIPA (Long Beach India Pale Ale) is donated to Alliance for a Living Ocean in support of the Jersey Shore environment.
• Rusty Rail Brewing CompanycoreStrategic or Co-development PartnerCollaborated on Phantasmagasm, a New England Style Double IPA featuring Phantasm Powder from New Zealand grape skins, Sabro Incognito, Nelson Sauvin and Sabro hops. Also collaborated on Dankensteins Monster Double IPA.
• Last Wave Brewing Co.coreStrategic or Co-development PartnerCollaborated on Coast to Coast, a West Coast IPA, pairing with Last Wave's East Coast version. Also collaborated on Lime Life pastry sour with Key Lime and Marshmallows.
• Artisanal Brew WorksminorStrategic or Co-development PartnerCollaborated on Strawberry Lemonade Sour, brewed with strawberries and lemons to taste like the popular drink.
• Gary Sinise FoundationminorStrategic or Co-development PartnerA portion of proceeds from We Salute You American IPA will help support the Gary Sinise Foundation, which supports veterans and first responders.
• Brendan Flanagan (Beer With Dad)minorStrategic or Co-development PartnerBeer With Dad Hoppy Ale was created in collaboration with Brendan Flanagan to honor his father Brian 'Bud' Flanagan who passed away from ALS. The beer commemorates Bud's life and supports ALS awareness.
• Jersey BoysminorStrategic or Co-development PartnerCollaborated with the Tony and Grammy Award-winning musical Jersey Boys to create Jersey Boys IPA, celebrating their return to the stage. Hopped with Citra, Mandarina Bavaria and Sabro for tropical flavors.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carton Brewing Company: NJ-based craft brewery with a taproom in Atlantic Highlands producing IPAs, lagers, and sours distributed regionally. Closely comparable to NJ Beer Co. in size, product mix, and direct-to-consumer/wholesale hybrid model.
• Tonewood Brewing: Oakland, NJ-based craft brewery with a taproom and restaurant, distributing across NJ and NY. Comparable to NJ Beer Co. in taproom-led model, NJ distribution, and craft portfolio.
• Bolero Snort Brewing Company: NJ craft brewery known for creative, pop-culture-themed beer names and a taproom, with regional distribution. Highly comparable to NJ Beer Co. in product branding strategy (themed names), taproom focus, and New Jersey footprint.
• Kane Brewing Company: A leading New Jersey craft brewery operating a taproom and producing a wide range of IPAs and other styles for NJ distribution. Directly comparable to NJ Beer Co. in geography, channel mix (taproom + wholesale), and product positioning within the NJ craft segment.
• River Horse Brewing Company: New Jersey craft brewery producing a diverse lineup of beers distributed regionally with an on-site tasting room. Directly comparable in terms of size, NJ-based production, and taproom-plus-distribution business model.
• Cape May Brewing Company: One of New Jersey's largest craft breweries, operating a taproom and distributing widely across NJ and surrounding states. Comparable to NJ Beer Co. in business model (taproom + wholesale) and regional craft positioning, though at a larger scale.
• Beach Haus Brewery: NJ craft brewery with a taproom in Belmar and regional distribution. Comparable to NJ Beer Co. in NJ-only footprint, taproom plus wholesale model, and small-to-mid scale craft positioning.
• Twin Elephant Brewing Company: Small NJ craft brewery with a taproom in Florham Park producing IPAs, sours, and specialty beers. Comparable to NJ Beer Co. in scale, NJ-only footprint, and direct-to-consumer/wholesale hybrid model.
• Flying Fish Brewing Company: Established NJ craft brewery with broad NJ and mid-Atlantic distribution and a diverse beer portfolio. Comparable to NJ Beer Co. in product breadth and channel mix, with a longer operating history.

Broad incumbents

• Brooklyn Brewery: Larger, well-established craft brewery based in Brooklyn with national and international distribution and a taproom. Comparable to NJ Beer Co. in core product category and craft brand positioning, though at substantially greater scale and geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/njbeerco
• Xx.com/njbeerco
• Facebookfacebook.com/njbeerco
• LinkedInlinkedin.com/company/new-jersey-beer-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Jersey Beer Company