When Little Miss Brewing was putting its business plan, that road map was unlike those of other fermentation-based entrepreneurs in San Diego County. A brewery with a Type 23 license may apply for duplicate licenses to open additional retail venues, something numerous operations do via satellite tasting rooms. Little Miss owners Greg and Jade Malkin decided early on to make their satellites the workhorses of their business. At first, they weren’t even going to install a tasting room at their Miramar headquarters, instead saving that space exclusively for production. A number of obstacles and delays forced them to change their mind at the eleventh hour and construct a tasting room in Miramar during the week leading up to their debut last summer. But on Thursday, June 8 the first of their two work-in-progress satellites will debut at 3514 Adams Avenue in Normal Heights, transforming the company into what the Malkins envisioned when they decided to enter the San Diego brewing scene.
Little Miss’ branding revolves around fun, games…and World War II. It’s not the most natural pairing, but a visit to the Miramar tasting room is sort of like hitting up the USO; cinder blocks, munitions containers and military posters let you know where you are, but the overarching mood is one of jovial relaxation. The idea with each of the satellites is to assign them an individual thematic inspired by one of the US’ WWII Allies.
An upcoming tasting room in Ocean Beach will give a nod to France, while its Normal Heights predecessor will honor the United Kingdom. That thematic is driven home by a Union Jack flag painted on the ceiling, British wartime propaganda posters painted on the walls and an outdoor mural by local artist, Leroy Davis. Another local, Kelly Hutchison, will also have pinup paintings on display, bringing in a bit of ’40s-era Americana, while the spirit of the neighborhood will come in care of a giant picture of Winston Churchill dressed as a hipster.
The 1,000-square-foot Normal Heights space has a bar-top made from bullet casings giving way to a vintage cash register and 16 taps dispensing Little Miss beers. On the recreation front, the venue has board and card games, Jenga, dart boards and four televisions. It will be open from noon to 10 p.m. Monday through Thursday, Saturdays from noon to midnight and Sundays from noon to 8 p.m. Sites have not been selected for future satellite tasting rooms, but the Malkins say the next Allied country they select will likely be the former Soviet Union.
Last year, Little Miss Brewing debuted in Miramar. Though the brewery has a tasting room built into it, that wasn’t part of the original business-plan. Owners Jade and Greg Malkin, bar-owner transplants from Arizona, intended to keep that purely a production-facility and construct satellite tasting rooms with an activity-fortified bar atmosphere in which to introduce their beers to the public at-large. The couple is currently at work on the first two of those venues, which are located in Normal Heights and Ocean Beach. We recently spoke with Jade to get a better idea of what to expect when those spots open later this year. Read more »
Recently, word trickled to my neck of the social-sphere that long-time Green Flash Brewing Company brewer Joe Liscia had a new gig as the head fermentation specialist for a start-up venture. He’d spent the past five years working for San Diego County’s third-largest craft-brewery (preceded by four years at Oggi’s in Carmel Mountain Ranch and a prior stint helping out Green Flash’s bottling line in 2007), but like many brewers, had dreams of heading his own operation. That opportunity was presented to him in the form of Little Miss Brewing (7949 Stromesa Court, Suite Y, Miramar).
Located a skootch north of Mikkeller Brewing San Diego, AleSmith Brewing Company and Mike Hess Brewing Company’s original nanobrewery, Little Miss has secured a 4,700-square-foot facility. But despite it being somewhere geographically advantageous from a beer-touring perspective, don’t plan on stopping by. This will be a production-only site. Eventually, the familial owners (who own multiple bars), Valerie Fuller, Greg and Jade Malkin, hope to open the brewery to visitors, but their immediate plan is to set up tasting rooms throughout San Diego proper. Those sampling venues are projected to be between 800 and 1,500 square feet and equipped with fun activities (think projector-screen Nintendo, life-size kid’s classics, card and board games).
Liscia plans to begin brewing in five weeks and says a significant portion of his portfolio will be “transitional beers”; the type that non-craft people can get their heads around while developing a taste for something more complex. There will also be an India pale ale (of course) as well as some barrel-aged offerings scheduled for release down the road. These beers will be produced on a 15-barrel steam system and cellared in seven 15-barrel fermenters plus a single 20-barrel tank. Liscia projects Little Miss to produce roughly 1,500 barrels in its first full year, then aim for steady, gradual increases each following year. But the intention with this miss is to stay little (no more than 20 employees).