Each June, San Marcos’ Rip Current Brewing Company uses Rip Current Awareness Week, a seven-day period designated by the National Oceanic and Atmospheric Administration, as an opportunity to raise public knowledge about its wares through special events and offers at its tasting rooms. It’s a clever marketing effort; enough so that another San Marcos-headquartered brewing company isn’t waiting for a governmental agency to institute an educational span in its honor. Enter, Mason Awareness Week, taking place August 28 to September 1.
Mason Ale Works, the in-house brewing operation of the 3LB Restaurant Group built within its Urge Gastropub brewpubs in Oceanside and San Marcos, is teaming with high-profile accounts throughout San Diego over a five-day span to increase imbibers’ consciousness of the brand. According to 3LB co-owner Grant Tondro, Mason Ale Works has been able to gain a good following in North County, but isn’t as relevant south of Miramar. So, they’re bringing the brand south via special events and promotions.
The week will kick off with a Monday steak night at University Heights’ Small Bar that, instead of featuring a keep-the-glass aspect, will allow patrons to keep a Mason-branded steak knife. Tuesday a beer-can koozie will be the keeper du jour at High Dive in Bay Park. Wednesday the Mason crew will return to Urge Common House in San Marcos for a “mini-Lebowski fest” marking the release of a “vegan White Russian beer” brewed in collaboration with Modern Times Beer. Thursday will see a keep-the-glass and cask-night combo at Kearny Mesa’s O’Brien’s Pub, followed by special bottle pours and custom t-shirts at Toronado in North Park.
Like many new local brewery owners, Tondro says opening a brewing company in the current, crowded marketplace is challenging. He says the number of slices of the pie are growing faster than the pie at this point, making it all the more important to differentiate one’s brand and beers, and fueling the decision to reach out in order to introduce themselves to San Diego beer drinkers.
Having lived in the area for more than a decade, Morris and Robin Nuspl always wanted to bring a brewery to their community, but finding good, industrial-zoned real estate was problematic. So they considered Kearny Mesa, Mission Valley and areas near Lindberg Field before coming upon the eventual home for Deft Brewing (5328 Banks Street, Suite A, Bay Park), a 1950s gable-roofed former fishing-boat factory in a cul-de-sac a block off Morena Boulevard, Linda Vista and Friars Roads. Plenty of windows, a roll-up door and a patio were deal-sealers for them.
Morris will serve as head of brewing and operations. A former electronics-industry executive and engineer, he is an avid homebrewer who believes in small-batch creation. He and assistant Mike Finn will employ a two-barrel pilot system to develop and fine-tune beers before installing an eventual 10-barrel brewhouse to ramp up production. That move is currently slated for next year and will only happen after Deft brings on a professional brewer with experience running larger breweries. At that point, 10- and 20-barrel fermenters will be brought in to replace the current stock of two-, five- and eight-barrel tanks.
The company’s product portfolio will be made up mostly of ales of British, Belgian and German origin, each infused with twists—described as “deftness”. While there will be hop-forward offerings (English-style IPA), Morris intends to make approachability (Kölsch) his primary focus and isn’t scared to bring malt-heavy beers (Irish-style red ale) to a county that generally eschews grain-centric brews. He’s also eager to present Western European styles seldom produced on a commercial level. Year One production is estimated to meet or exceed 500 barrels.
Despite being a rather centralized neighborhood accessible from Interstates 5 and 8, the Nuspls concede Bay Park is still tucked away and unfamiliar territory for many San Diegans. They hope to do their part to change that by adding good beer with existing Bay Park interest Coronado Brewing Company and the incoming tasting room from Grantville’s Benchmark Brewing Company. They believe in the camaraderie of the industry and cite Home Brewing, Duck Foot Brewing, Eppig Brewing, Bitter Brothers Brewing (in nearby Bay Ho) and Hauck Architecture as businesses that have helped them a great deal over the past year-and-a-half. Deft is on track to open around Labor Day.
The craft-brewing industry is in a state of flux, forcing companies within it to reexamine their business models and, in the case of larger operations, alter them in order to thrive or, in some cases survive. Larger operations such as Stone Brewing, Green Flash Brewing and Karl Strauss Brewing have all had to adjust course as consumer preferences shift to smaller, local, independent breweries, and active consumer demographics begin to skew toward younger factions, many of which have only ever drunk craft beer. It’s to be expected of interests that are among the country’s 50 largest brewing companies. Though it is considerably smaller and, at its heart still a family-run business, Coronado Brewing Company has been quite vigilant over the past several years, keeping an eye on the rapidly changing market and making moves to weather an uncertain storm. The latest of those moves includes today’s announcement that CBC will purchase East Village-based brand Monkey Paw Brewing. Owner Scot Blair‘s other businesses, South Park Brewing and Hamiltons Tavern, are not part of the deal.
Blair has had lofty aspirations for his beer-making business since opening it in 2011, but was not satisfied with progress toward increased production and distribution. He examined a number of options for meeting those goals, including acquisition, but says he wouldn’t have sold to just anybody. A stalwart figure within the craft-beer world for more than a decade, Blair knows the industry and the individuals within it, and says it was his long-standing respect for and friendship with CBC owners Ron and Rick Chapman that distinguished this as the right move for him and his business. Another key factor is control. Blair has a vision for Monkey Paw and its beers, and will remain intimately involved with the brand, focusing solely on beer—conceptualization and growth of the entire portfolio.
This deal is reminiscent of Green Flash’s 2014 acquisition of Alpine Beer Company. That move allowed for increased production of Alpine beers at Green Flash’s much-larger brewing facilities. Likewise, Monkey Paw, which produced less than 700 barrels last year, will now have the majority of its beers produced at CBC’s Bay Park headquarters, while still making beer on the 15-barrel system at its East Village pub. CBC began brewing its beers at that site—affectionately referred to as “Knoxville” for the street it occupies—in 2013, a year after taking over the 14,000-square-foot property. Since then, it has taken over several other buildings bordering the brewery, creating a rather impressive cul-de-sac campus. CBC is also in the process of installing a kitchen at Knoxville to increase the draw of its tasting room. This is particularly important with the impending arrival of a satellite tasting room from Benchmark Brewing Company and a new brewery, Deft Brewing Company, slated for arrival in Bay Park this year.
CBC is also changing up its game in the southerly municipality of Imperial Beach. The company opened a bar and restaurant there in 2014, and recently signed on to construct a 7,500-square-foot brewpub at the upcoming Bikeway Village on Florence Street. This will increase brewing capacity in a more high-profile location not far from CBC’s original brewpub on its namesake island. Meanwhile, CBC has ceased distribution to certain states, strategically tightening things up to better compete in the marketplace and maximize profits and expenditures.
And two months ago, the company announced the Chapmans’ investment in SouthNorte Brewing Company, a new venture headed by CBC head brewer Ryan Brooks. That operation, basically a CBC offshoot or sub-brand, will meld the brewing cultures of Baja California and Southern California, but there’s more to that fermentation fusion than mere ingenuity. An MO like that figures to appeal to demographics CBC does not currently reach in as great a quantity as they would like. Ditto Monkey Paw’s liquid wares, which skew to a younger demographic more interested in locavorianism, that likely wishes to support an edgier brand versus a company that recently celebrated its 21st anniversary. While this acquisition (which is set to be completed by September) may seem odd to those not paying attention, a look at CBC’s recent body of work where business-model adjustment is concerned shows the logic behind it and how it fits into a large and intricate puzzle.
Drink beer and eat food…a perfect pairing. Such is the equation for ideal connoisseurship outlined by Coronado Brewing Company COO Kasey Chapman. It’s proven successful at the company’s original island brewpub and Imperial Beach satellite bar-and-restaurant, and soon will be called into service at its headquarters on Knoxville Street in Bay Park. CBC is in the process of installing a kitchen to service the tasting room at that production facility, the largest of its properties.
While mobile food vendors have done a good job for CBC, they are looking forward to providing a consistent food option for tasting room patrons. They believe being able to rely on that constant amenity will encourage customers to stick around longer rather than leave in search of edible sustenance.
The kitchen will be 1,000 square feet and outfitted with countertop cooking equipment as well as a double-decker pizza oven. Those mechanisms will be used to produce casual fare that will include, pizzas, calzones, panini sandwiches, wraps, salads and an assortment of appetizers. Beer will be incorporated into select dishes, but that will not be a focus of the menu.
The project has taken longer than expected, but is expected to be completed by August. Next up for the Bay Park tasting room will be installing additional seating. Even after that, it will retain its identity as a sampling space rather than take on a restaurant feel. Counter service and delivery care of food runners will make up day-to-day operations, and CBC is looking forward to holding special events such as beer brunches and barbecues.
Breweries make the best margin by far when selling their beer in their taprooms. With a county expansive as San Diego, getting customers to a single location can be a challenge, but the satellite tasting room model—one where a brewery opens a non-brewing sampling space in a geographically removed community—has proven quite successful in helping brewing companies reach new customers, move inventory and generate additional revenue. Many satellites have been sent into orbit throughout the county in recent years, and quite a few are in different states of planning at present. Here is a breakdown of such projects by the neighborhoods they may someday call home.
Bay Park: As announced earlier this week, Grantville-based Benchmark Brewing Company has signed a lease on a space. The family-run business had been exploring the prospect of opening a satellite in Oceanside, but ultimately decided to stay within the City of San Diego.
Carlsbad: A collective of artisans will someday share space with crops of produce, wine grapes and hops at the North 40 development. Numerous tenants have been reeled in over the past two years (and many have walked away), but Miramar’s AleSmith Brewing Company and Carmel Mountain’s Second Chance Beer Company are signed up, with the former hoping to sell house-made cheese with its beer.
Chula Vista: Fresh off the high of moving into Twisted Manzanita Ales’ former production brewery (and distillery) in Santee, Groundswell Brewing Company is working to open a sampling space on downtown Chula Vista’s main drag, Third Avenue…right across the street from soon-to-debut Thr3e Punk Ales Brewing Company.
Encinitas: Though a community that’s openly resisted brewery-owned venues, this beachy berg has two breweries slogging against the tide for space on Coast Highway 101: Point Loma’s Modern Times Beer Company (across from La Paloma Theatre) and Solana Beach’s Culture Brewing Company (next to Bier Garden of Encinitas).
Marina District: Developers have spent the better part of the past year curating a list of breweries to share space at The Headquarters at Seaport Village. Planned as a central courtyard surrounded by six identical yet uniquely appointed brewery tasting rooms, it has proven challenging for a variety of reasons, but would create a concept unique to San Diego.
Normal Heights: Longtime craft-beer champion Blind Lady Ale House will soon have some sudsy company in their ‘hood care of Miramar-based Little Miss Brewing, which is hard at work on two fun-and-games equipped tasting rooms within San Diego proper.
North Park: Another interest with two satellites in the works is Second Chance, who recently revealed plans to open a tasting room on 30th Street in North Park, across the street from popular beer-bar Toronado and doors down from the site of Ritual Kitchen, which announced last week that it will soon shut its doors after 10 years in business.
Ocean Beach: Little Miss Brewing’s other upcoming satellite will join the county’s most tasting room-dense community, on the same block as Belching Beaver Brewery, Culture, Helm’s Brewing Company and Kilowatt Brewing Company; and a short walk from OB Brewery and Pizza Port OB; and a quick drive from Mike Hess Brewing Company’s sampler.
Pacific Beach: Downtown’s Mission Brewery is geared to cash in on partygoers’ thirst for beer, installing a tasting room on Garnet Avenue where it intersects with Gresham Street. PB is currently without a brewery satellite after Twisted Manzanita’s closed down when the company folded last year.