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.
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.
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 »
Though a last bastion of quirk versus a hotbed of commerce, Ocean Beach now rivals most San Diego communities when it comes to craft-beer. The out-there community is now home to two brewing facilities, satellite tasting rooms owned by five local brewing companies, and a restaurant sporting a tasting room supplied by an out-of-town brewery (Santa Clara’s Golden State Brewery). That’s a lot of beer, especially for such a small neighborhood. Four of those satellite operations are situated on one block (and it’ll be five once Little Miss Brewing goes live later this year). But of them all, the space best-suited for its OB environs is the one that officially opens to the public this Friday, January 27—Kilowatt Beer Company (1875 Cable Street, Ocean Beach).
In bringing the second-coming of his Kearny Mesa-based interest to Ocean Beach, owners Steve Kozyk and Rachel Fischer aimed to celebrate the community’s artistic side in tandem with their own. Kozyk is a lighting aficionado and black-light artist whose mastery of illumination transformed his original tasting room into as much a feast for the visual senses as a place to grab a cold one. That was his MO when pondering a second-location, and taking over a 1,800-square-foot motorcycle-repair shop a half-block off Newport Avenue provided him a large—and rather perfect—canvass with which to work.
Upon approach from any direction, patrons will spy multiple artistic touches, the most prominent of which is a host of murals from multiple artists painted on the exterior walls. Out front, Kilowatt’s light-bulb logo casts a rainbow array of beams onto a motorcycle rider, an iconic holdover that has graced the wall bordering the business’ front patio for years. Kozyk and Fischer kept it as a nod to neighbors who begged them to not to paint over it. Meandering down the alley on the building’s south-side, one is treated to murals of a titanic wave, flora sprouting ingredients used in the brewing of Kilowatt’s beers (e.g., hops and cacao pods), and UFOs scouring the earth for hops to fuel the powers of mythical goddess “Kohatu the Hop Abductor”. (Check with Kozyk for the full-story on that mysterious character.)
Like a number of the artistic touches at “Kilowatt West”, the ingredient mural is a nod to famed black-light artist, Clint Cary, AKA: The Space Man of Ocean Beach. In addition to being a progenitor in his area of artistic specialization, Cary, an OB resident, was famous for his claiming to have been abducted by aliens in the mid-‘40s. Kozyk has scored some of Cary’s original pieces on lease from his estate, and plans to have them locked up but in full view in the main sampling space in the near-future. That area consists of an L-shaped bar with 24 taps arranged in a wavy pattern against a steel sheet engineered to change colors on command. Bright green, orange and teal are painted on walls which will soon showcase a regularly changing assortment of art. Kozyk initiated such an art program at his original brewery, but found it challenging. Given the number of local artists who call OB home, he is confident it will be easier to curate sufficient creative stock there. That goes for contracting local graffiti-artists to have their creative way with Kilowatt West’s bathrooms, and securing pieces to grace a black-light lounge in the back-portion of the venue. That area will include a “life-size” Lite-Brite setup that’s six-feet-by-five-feet and uses plastic water-bottles filled with colored H2O as pegs and a design painted in clear black-light paint running the length of the back hallway.
The front of the building will soon sport a large bulb-lit carnival-meets-old-Vegas metal Kilowatt sign Kozyk has outfitted with LED technology. Even without that component, the front-patio is well-branded thanks to fencing plasma-cut to show-off elaborate Kilowatt-artwork hand-drawn by Kozyk’s mother, an artist in her own right. Taped lighting will allow that sign to shine brightly in an array of hues. That same color-control will extend to the Kilowatt sign and the lighting on the patio itself.
And for those who’ve frequented Kilowatt’s original tasting-room and missed the presence of a VW bug coated in Kilowatt-themed paintings (another product of Mother Kozyk’s creativity), it figures to find a home in OB. Could there be a more fitting mascot of sorts? Kozyk says it’s another example of something he and Fischer felt was of the utmost importance in coming to OB—“bringing something vastly unique to a vastly unique community.”
Additional reporting by Katie Conner
From the Beer Writer: Having written about beer for as long as I have and during such an adventurous stretch in American brewing history, it’s rare to come across something completely new. Often, such first-of-their-kind creations incorporate exotic fruits or outlandish yeast strains, but a recent oddity was based off very traditional brewing ingredients. That creation is Little Miss Hoperation Overlord, a double India pale ale with flaked oats folded into its malt bill. Brewed by Miramar newcomer Little Miss Brewing, its an IPA that features added mouthfeel in a county known for going as light as possible where malt-body is concerned with this beer-style. Admittedly, it in no way resembles a “San Diego IPA”, but in a day and age of imitation, it’s refreshing to have something not only different, but darn good. A modern-hop bill bring delicious flavors of mango, peach and candied lemon to the party, while the malt bill gives this concoction a copper appearance, brown-sugar nose and burnt caramel undertones. The viscosity provided by the oats helps convey all of that character in a smooth and even fashion. And at 8.5% alcohol-by-volume, it comes in low for a double IPA, but that’s just fine, as this is a beer you’re likely going to want to enjoy two of, anyway. And soon it’ll be available at a pair of WIP Little Miss tasting rooms in Normal Heights and Ocean Beach, the latter of which will be the fifth such space to debut on Newport Avenue between Cable Street and Sunset Cliffs Boulevard.
From the Brewer: “We had been planning on making a double IPA and San Diego Beer Week seemed as good of a time as any to debut it. When formulating the recipe, we decided to use oatmeal, mostly because we couldn’t think of too many imperial IPAs that use it, and also because we thought the oatmeal would take a normally big, aggressive, hoppy beer and mellow it out a little bit, creating a deceptively smooth beer. For the hops, we used Citra, Mosaic and Nugget. We wanted to showcase the fruity, citrusy, floral qualities of those hops. It wasn’t necessarily a beer that we intended to have on full-time, but the reaction to it has been overwhelmingly positive and it has quickly become one of our best-sellers, so it will stay on as long as everyone wants it.”—Joe Lisica, Head Brewer, Little Miss Brewing