During a meeting with his company’s distribution partners, Dogfish Head founder and CEO Sam Calagione compared the brewery to a shark: In order to survive, it must keep swimming forward.

The message behind that visualization, which Calagione made while standing in front of actual sharks circling inside of the National Aquarium in Baltimore, Maryland, was clear — competition within the beer industry is at an all-time high, as the number of U.S. breweries speeds toward 7,000, and companies that stand still risk going out of business altogether.

So in order to stay alive, Dogfish Head – which has grown off-premise volume sales more than 13 percent over the last 32 weeks, compared just 1.4 percent volume growth for the craft category — is embarking on a number of initiatives that are intended to help the company maintain maximum profitability while simultaneously allowing it to better compete for more retail occasions.

Speaking to a room full beer wholesalers and brewery employees on Tuesday morning, Dogfish Head executives unveiled their 2019 plans along with an ask. Dogfish wants its distribution partners to prioritize sales of 60-Minute IPA and SeaQuench Ale, which is the top-selling sour beer in the U.S. and boasts dollar sales growth of 160 percent this year.

“We believe that it is OK to have more than one flagship,” Neal Stewart, the company’s vice president of marketing, said. “Our consumer marketing is going after these two brands.”

In doing so, the company is also making a considerable bet on the Brewers Association’s (BA) independent craft brewer seal, which was introduced last year as a tool to help small, independently owned breweries differentiate their products from those owned by larger corporate entities.

Dogfish, which sold a 15 percent stake to private equity firm LNK Partners in 2015 but is still considered independent in the eyes of the BA, will introduce new 60-Minute IPA branding that prominently displays the indie seal.

“It’s time for indie craft to take back the IPA style,” Calagione said. “We are going to lean into the seal, and we are going to make it as big as we possibly can.”

Beyond the big bet on the indie seal, and the focus on its two flagship beers, the company has also asked its distributors to pick three additional offerings to focus on, rounding out what it calls its “High Five.”

“We cannot come with a one-size-fits-all plan,” said Todd Bolig, Dogfish Head’s vice president of sales. “We want to develop local plans, for your markets, and a local pricing strategy.”