PRESS RELEASE / July 11, 2025 (Framingham, MA) – Hendler Family Brewing Company today announces that an agreement has been reached for a strategic partnership with Sloop Brewing Co. to take on a majority of the production of Sloop’s flagship brand, Juice Bomb IPA, as well as sales and marketing efforts for the entire Sloop portfolio. This innovative partnership allows Sloop Brewing Co. to continue to independently own and operate its Hudson Valley production facility and taproom, while combining the shared mission of both Hendler Family Brewing Co. and Sloop Brewing Co. This partnership aims to foster the growth and success of locally produced, independent craft beer and business while facilitating a competitive and consumer focused approach to keeping craft beer affordable, accessible, and exceptional.
This unique agreement evolved from initial discussions about contract brewing. Recognizing the strengths of both companies, they developed a novel solution that benefits both parties in a competitive craft brewing market.Through thoughtful collaboration and management, Sloop Brewing and Hendler Family Brewing will ensure the continued growth and availability of both portfolios and allow for continued focus on strengthening the community ties in home markets, communities, and their respective taprooms.
“We are thrilled to welcome the Sloop brands into the HFBC portfolio and to work with the Sloop team,” said Sam Hendler, Co-Founder of Hendler Family Brewing Company. “This partnership aligns with our vision to offer a diverse range of high-quality craft beers to our customers. In partnership with Sloop Brewing Company, we are dedicated to preserving the beloved quality and integrity of Sloop Juice Bomb that consumers expect. Consumers can also expect to see Sloop Juice Bomb, along with the entirety of Sloop’s diverse portfolio to continue to be available in its existing markets, with potential for expansion in the future.”
“This unique and strategic partnership with the HFBC team is a purposeful collaboration amongst both parties to continue to strive towards our shared goal of keeping independent craft beverage competitive and consumer focused.” said Adam Watson, Co-Founder of Sloop Brewing Company. “Both HFBC and Sloop’s areas of expertise and strength are complementary, allowing us both to excel and retain the integrity of our shared portfolio and joint mission of expanding the independent craft beer market share in regional markets and beyond.”
This “better together” approach represents a creative solution in the craft brewing industry, demonstrating how collaboration can lead to mutual success.
About Hendler Family Brewing Company
Hendler Family Brewing Company (HFBC) is a 100% family-owned craft beer company based in Framingham, Massachusetts. Founded in 2024 by brothers Jack, Eric, and Sam Hendler, HFB is committed to preserving and growing independent craft beer in New England. With a portfolio that includes Jack’s Abby Craft Lagers, Night Shift Brewing, Wormtown Brewery, Masshole and Jack’s Beverage Company, HFBC is the largest craft beer producer in Massachusetts and ranks among the top 30 craft breweries in the nation. Dedicated to quality and community, HFBC operates taprooms and beer gardens across the state, providing jobs for nearly 300 employees and actively supporting local initiatives and nonprofit organizations. The company continues to innovate through a dedicated R&D team, ensuring its offerings remain fresh and relevant in the ever-evolving craft beer landscape. For more information, please visit: https://
Sloop Brewing Company is an independent craft brewery in Hopewell Junction, New York. Founded in 2011 by Adam Watson and Justin Taylor with the mission to provide quality craft beer accessible to all, Sloop Brewing Co. has grown steadily over the past 14 years, expanding into a 35,000 square foot production facility. Their Hudson Valley production space supplies Juice Bomb and other Sloop beer to territories along the East Coast and beyond. Grounded in the tradition and technique of brewing and dedicated to innovation and the development of the craft beer industry, Sloop produces a diverse portfolio of craft beer styles while supporting its home market and community. Named after the Sloop, sailing vessels that historically bolstered the Hudson Valley and greater NYS economies, Sloop Brewing Co. is committed to helping to expand the independent craft beer industry and supporting the community that has fostered its growth and success along the way from farmer’s markets to the commercial production facility it maintains today. For more information, please visit: sloopbrewing.com
