Our September 2014 issue is out around town and available online! Check it out by clicking here.
Busy Times @ Twisted Manzanita
In addition to putting the finishing touches on their Pacific Beach tasting room, the Twisted Manzanita team is also working on variations of their Witch’s Hair Pumpkin Ale, brewed in August. At time of print, the brew crew was looking to create more than 10 variations on the seasonal beer, buoyed by the fact that they’ll now have two tasting rooms at which to empty kegs. Be on the lookout especially for nitro versions, which the brewery is looking to do more of all around.
New Breweries in August
Several new breweries began brewing in August. Now operational Ballast Point’s new Miramar expansion, Beer Brewing Co. in Oceanside, Bagby Beer Company and Bolt Brewery. None of those breweries are open to the public yet, save for Bagby – which is in soft opening mode with beers on tap. The total count of operational breweries as of late August is 93.
In addition, West Coaster is tracking 42 breweries that are planning on opening in San Diego County. Knox Corners in El Cajon, Belching Beaver’s brewpub in Vista, Bay City Brewing in Loma Portal, Green Flash’s Poway expansion, Jamul Town Brewery & Tap and 32 North Brewing Co. in Miramar all popped up on our radar in August. Check out westcoastersd.com/sd-brewing-industry-watch for info on current and up-and-coming breweries.
Barrel Republic Expands
Pacific Beach’s pour-it-yourself beer bar Barrel Republic is expanding to two new locations in Oceanside and Carlsbad. Carlsbad’s Barrel Republic will have 52 taps and a kitchen headed by former Churchill’s chef A.G. Warfield and is slated to open by San Diego Beer Week 2014. The Oceanside location is still TBD.
If you can’t make it to Munich, there are plenty local Oktoberfest celebrations in San Diego.
Fathom Bistro’s 2nd annual Octo-Bier-Fest is Friday September 26th and starts at 3PM. The Smokehouse Kings, an offshoot chef collaboration from Carnitas Snack Shack, will have their huge smoker on the pier cooking up sausages. The bar will serve 8 German & German-style beers on tap along with a glass giveaway.
Beer drinkers looking for authenticity should seek the German American Society of San Diego’s Oktoberfest which takes place September 26-28 & October 3-5 in El Cajon. Enjoy bratwurst, ox-on-the-spit, sauerkraut and, of course, German beer. More info: germanclubsandiego.org/events/oktoberfest
Perhaps the most SoCal Oktoberfest, Ocean Beach’s 10th annual celebration will be October 12 & 13. Gaze into the Pacific through the bottom of your glass, hear tribute bands jam in the Beer Garden Band Slam and cheer on the winner of the Ms Oktoberfest Bikini Contest. Pizza Port Ocean Beach will be serving beer, too. Buses depart to OB from Pacific Beach & Downtown. More info: oboktoberfest.com
New this year: South Park’s version of Oktoberfest will take place on October 11th from 11 a.m. – 10 p.m. Dubbed Parktoberfest, the event will be held in the Gala Foods Parking. There will be a beer tent featuring 10 local breweries, a kid’s carnival, live music and more. Search Facebook for Parktoberfest to get more info.
There’s also Oktoberfests in La Mesa, Carlsbad, Julian, Ramona and Encinitas. Visit sandiego.org/campaigns/fall-in-san-diego/oktoberfests.aspx for a listing.
More Drafts in OB
With the recent openings of OB Warehouse with 24 taps and Bar 1502 with 40 taps, there’s now even more good beer flowing in the eclectic seaside neighborhood. The two new locations strengthen the existing beer circuit present with Raglan Public House, OB Kebab, Newport Pizza, OB Noodle House, The Joint, Olive Tree Market’s tasting room, Wonderland and Pizza Port OB.
This post was edited slightly from the original printed version that appeared in our September 2014 issue.
This Friday, San Diego Beer Week begins with the official kickoff event, the Guild Festival VIP Brewer Takeover, at the Port Pavilion at Broadway Pier from 6 – 9 p.m. This beer list was released this afternoon. Tickets are $75 for unlimited beer and food samples, plus the commemorative glass and live music. Day-of pricing will be $100 at the door. Day two of the Guild Festival is on Saturday, with both VIP ($55) and general admission ($40) tickets available. See all other SDBW events here.
How big can craft beer get in San Diego? That’s a question being talked about plenty these days, as the region is now home to more than 70 brew houses.
According to a study released earlier this year by National University System Institute for Policy Research, craft beer in San Diego generated $680.8 million in sales in 2011, the last year with complete statistics. With the continued growth of the industry, 2012 numbers undoubtedly are larger.
So where exactly is San Diego on the growth curve? Just how big is the market anyway, and what will brewers need to do to sustain the momentum?
As a follow-up to a recent West Coaster story about the potential of a craft beer bubble, we called on two industry insiders to get their insights – Vince Vasquez, a senior policy analyst with National University who conducted the independent study, and Brian Scott, president of the San Diego Brewers Guild (he also doubles as the equipment maintenance and packaging supervisor for Karl Strauss). Here’s what they had to say:
How big is the craft beer market in San Diego? And how much more room for growth is there?
Scott: We have turned a lot of people on to craft beer, but we still have a ways to go. Craft beer represents 10% volume in San Diego and there are markets like Portland where craft beer makes up more than 20% of beer sales—that’s where we are headed.
Vasquez: We’re certainly not in our infancy, but there is definitely more room to run in terms of industry potential. And even if a large brewery gets bought by another company or decides to relocate, I think all of the equipment and jobs would be distributed throughout the local industry –it seems to be that strong and collaborative of an industry. And as a think tank, we don’t see that in every industry we look at.
What advantages does craft beer have that other industries don’t?
Vasquez: The one thing that helps the craft beer industry is that not one size fits all. And it seems the newer guys are more fleet-footed and unconventional. Not everybody wants to be Karl Strauss or Ballast Point. For some it’s about simply having a presence in a neighborhood with 10 employees and a voice in the community.
Scott: Craft beer sales are experiencing double-digit sales growth, and currently represent 10.2% of all beer sales by dollars. There is a lot of room to grow, and San Diegans have shown a passion for supporting quality, local products. As our San Diego breweries continue to put out quality beer, we believe there is still plenty of market share to grow into.
What are local brewers doing to help build San Diego craft beer as a brand?
Scott: We have put a lot of work into building awareness for our region under the San Diego Brewers Guild umbrella. The Guild was established to promote San Diego craft beer within San Diego, as well as beyond. We believe that by pooling our resources to promote our industry, we can grow our awareness and become known as the Napa for craft beer. The hard work, quality beers and awards won by our talented brewers have helped make San Diego a thriving beer scene that we are anxious to promote.
Vasquez: Look at how Napa came together as a community to create a wine destination. That’s something that San Diego certainly could emulate. Can someone from Topeka, Kansas, clearly articulate what makes San Diego craft beer unique? They probably can about Napa wine. It’s all about highlighting an industry in one region, and that’s the power of marketing and branding.
What obstacles could impede the growth of craft beer?
Vasquez: Having the bigger breweries saying that what they are making is craft when it’s not. That’s a real serious threat to this industry. From my perspective as a consumer, you are seeing a blending of what craft beer really is. Posers are coming in and they are getting away with it. Only the beer geeks and the industry guys are the ones calling them out on it, but what about your typical consumer? If you see Budweiser’s idea of a craft beer next to a Ballast Point Sculpin, will there be some who will be fooled? You need a mechanism (such as certification) that allows for those who are making real craft beer to be identified as such.
Scott: I foresee a couple obstacles. There is definitely the issue of the macros – Bud, Miller, Coors – trying to blur the line on what is a craft beer. But the craft beer consumer is savvy. Craft beer stands for more than quality. Craft stands for local craftsmanship, pride, craft stands for community involvement, it stands for local economic development, it stands for more jobs, and most craft brewers stand for sustainability. Craft beer consumers want to support all of that in addition to knowing who is brewing their beer. The craft beer consumer appreciates the hand-crafted effort to put out the best beer possible made from the finest ingredients, not short cuts just to gain volume and dollar advantages. The other obstacle is natural market supply and demand. Craft breweries use the best malts and hops and as the number of breweries grow, the demand for these ingredients may outweigh the supply. Plus, the speed of retail adoption is lagging the growth of new breweries. There is a real need for retail education and the loosening of the Big 3 on the big box retailers to allow more craft on the shelf. It’s tough to get more craft sku’s on the grocery shelf when a macro is setting the schematic. Retailers are savvy too though and they are coming around. They see the consumer demand and you will definitely notice a difference today than 5 years ago. We just need it to transition quicker.
How important is craft beer tourism to the sustainability of the San Diego market?
Scott: Tourism is huge in San Diego. Our economic impact as an industry is starting to gain recognition, and as we continue to win more medals and put out top-notch beers, we can see tourism growing even more.
Vasquez: The largest craft brewing event in the region is San Diego Beer Week. It brings more than 20,000 participants to the county. Our study found that the 2011 Beer Week generated 3,612 hotel room nights and $469,307 in additional hotel revenue. (In 2012, the event brought in an estimated $780,000 in hotel revenue).
In light of San Diego Beer Week funding cuts from the Tourism Marketing District, are there any collaborative marketing efforts among breweries?
Scott: We are working with our Guild members to rally around San Diego Beer Week to promote our craft to the city and beyond. In particular, we are working with the breweries to really promote the official kick-off event, the Guild Festival, because this is our major source of revenue for the coming year. The Guild is working diligently to help provide member breweries with the promotional tools they need to generate awareness and buzz for San Diego Beer Week, the Festival, and their own businesses.
So what’s next for craft beer in San Diego?
Vasquez: There has to be some strategic planning on an industry-wide level to really decide where craft beer wants to go from here. It’s going to be challenging.
Scott: We have doubled the number of breweries in San Diego in the past four years. That is great. The growth is very rapid, but beer sales and tasting room visits have shown that consumers support this number of breweries and local commerce. As a guild, we want to advocate smart growth with a continued focus on quality and continue to live up to the world-class reputation San Diego has created.
Unlike last year, 2013’s festival will be a two-day event.
Tickets for the VIP Brewer Takeover happening Friday, November 1 at the Port Pavilion on Broadway Pier are $75 – $78.62 with service fee – and include unlimited beer samples plus bites from local, craft beer-friendly restaurants from 6 – 9 p.m. Rock Bottom La Jolla Brewmaster and former Guild President Marty Mendiola, speaking after an SDBG executive board meeting last night, said that “we are working to get brewers to bring rare/extra delicious beers to the Friday night session to be a bit more special.”
Support the Guild with $104.49, and you’ll have a ticket to Friday’s big night as well as Premier Access to Saturday’s fest at the same location. This pass grants attendees entry one hour earlier than general admission purchasers, plus a commemorative tasting glass and 20 three-ounce samples, which is five more than GA.
Food will be available for purchase from local, craft-beer friendly restaurants and food trucks.
Premier Access tickets for Saturday 1 – 5 p.m. are $57.92.
General Admission tickets for Saturday 2 – 5 p.m. are $42.39.
Designated driver tickets for Friday are $50 – remember, food’s included – and $25 for Saturday. Early purchase is not required.
Local music will be featured throughout both days.
Mendiola also added that the Guild is again working with Chef Celebration and Dr. Bill Sysak to develop the Torrey Pines Beer Garden event on November 10, which closes out Beer Week and sells out quickly every year.