Harris Teeter Launches Barrel Trolley Beer

Charlotte, North Carolina-based Harris Teeter,one of my hometown grocers, has joined the growing list of retailers introducing Private Brand beers and announced the introduction of Barrel Trolley, an exclusive Private Brand line of craft beer. According to their website:

Discovered and delivered to you exclusively by Harris Teeter, Barrel Trolley Beer harkens back to the days of secret handshakes and a flourishing underground world. Let your palate travel the underground flavor network of Barrel Trolley Belgian-Style Wheat Ale and Pale Ale!

During the days of prohibition when revelers crowded into hidden saloons, getting a beer was a clandestine process — the result of sharing a discreet password or speaking softly to avoid detection. Bootleggers flourished as they stealthily transported the prized cargo to thirsty revelers!

Using a seamless network of tracks, the covert trolley system of the 1920s was a bootleggers dream. This transport system was the ticket to an American revolution and the revolt against Prohibition. As the trolley’s connected underground speakeasies, mobsters teamed with bootleggers to distribute barrels of their precious brew. In a tribute to those brave soldiers of salvation, Harris Teeter brings you Barrel Trolley Pale Ale and Belgian White Ale.

Belgian White Ale
Bright flavors of orange balanced by subtly spicy coriander make this unfiltered Belgian White Ale a reason to celebrate.

Pale Ale
Three types of hops combine in this Pale Ale for a complex citrus hop aroma with deep flavor and a long crisp finish.

Amber Ale (coming this fall!)
Medium-bodied with a complex malt flavor, this Amber Ale exhibits a subdued malt character elevated by a subtle citrus aroma.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.