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.
There are no official holidays in the month of August. Given that, one might expect it to be a pretty humdrum month from an events standpoint, but local breweries are taking charge of their—and your—destiny, offering a plentitude of good times for all to enjoy. Check out some of these higher-profile affairs, then refer to our events page for even more craft-beer happenings.
August 5 | The Full Pint 10th Anniversary: Sure, you get your local beer news from the pages (both paper and web) of West Coaster, but online beer-news site The Full Pint has been doing this even longer than us, and will celebrate a decade of slinging suds stories with an epic tap-list of rarities from esteemed breweries that includes more than 20 beers brewed just for this party. | Toronado San Diego, 4026 30th Street, North Park, 9 p.m. (general admission session)
August 6 | Hop-Picking Picnic: Join the Womens Craft Beer Collective and the folks from Pure Project Brewing at a Fallbrook farm to help pick hops that the latter entity will use to brew a beer. It’s a free-form event where you can come and go as you please (a brewery visit will follow for those who last to the end). All you have to do is bring a picnic item (and perhaps some beer) to share. | San Diego Golden Hop Farm, 467 Solana Real, Fallbrook, 9 a.m.
August 12 | Anniversary IPA Fest: To celebrate their first year of business, the staff at North Park Beer Company are taking advantage of their ability to pour guest beers, and stocking their taps with more than 30 IPAs of varying strengths, styles and hop bills, including their own impressive stock of hoppy delights. It doesn’t get much more San Diego than that. | North Park Beer Company, 3038 University Avenue, North Park, 11 a.m.
August 18 & 19 | Stone 21st Anniversary Celebration: Stone Brewing continues to show beer fans how to take a festival to the next level, inviting breweries from all over the country to help take over a college campus over a two-day span that includes a Friday night VIP session replete with brewer meet-and-greet possibilities. Join them at this charity event as they celebrate finally being of legal age to drink. | California State University, 333 South Twin Oaks Valley Road, San Marcos, Times Vary
August 27 | Treasure Chest Beer & Food Fest: Green Flash Brewing Company is holding the seventh edition of its charity festival benefiting Susan G. Komen, and everyone will get lucky at this luau featuring 20-plus rare and exotic beers (including brews from Alpine Beer Company) plus food from beer-centric eateries including Urge Gastropub, Carnitas’ Snack Shack and Nomad Donuts. | Green Flash Cellar 3, 12260 Crosthwaite Circle, Poway, 12 p.m.
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.
Veteran brewer Marty Mendiola’s Carmel Mountain-based Second Chance Beer Company will open a satellite tasting room in North Park later this year. Coming in at 1,820 square feet with 24 taps, capacity for roughly 100 people and an outdoor patio, the venue will be located at 4045 30th Street, steps north and across the street from iconic beer bar, Toronado San Diego.
Mendiola and company are excited to be a part of one of San Diego’s most vibrant and beer-centric communities. When asked about the potential challenges of competing in a neighborhood that’s home to ten breweries and brewpubs (Barn Brewery, Eppig Brewing, Fall Brewing, Home Brewing, Mike Hess Brewing, North Park Beer, Pariah Brewing, Poor House Brewing, San Diego Brewing, Thorn St. Brewery), and four tasting room-only facilities (Belching Beaver Brewing, ChuckAlek Independent Brewers, Modern Times Beer and Rip Current Brewing), they respond with a list of counter-balancing advantages.
The Second Chance team selected North Park over other brewery-dense areas like Miramar because it’s a more attractive and user-friendly destination. In addition to beer producers and sampling spaces, there are multiple craft beer bars such as the aforementioned Toronado, and many restaurants that support local breweries. North Park’s walkability makes it easy for patrons to visit multiple spots. Perhaps the only thing Mendiola is worried about is fracturing solid relationships Second Chance has with bars and eateries who might view their sampling space as competition.
“We are very thankful to the pioneers who established craft beer-centered bars and restaurants in the area. We have always enjoyed frequenting them,” says Mendiola’s wife and Second Chance chief legal officer Virginia Morrison. “In fact, mine and Marty’s first date was at The Ritual. We will continue to recommend them and work to make our tap-room a complimentary addition to North Park.”
The opportunity to reach a large new group of potential customers skewing to wildly different demographics than those in Carmel Mountain is the prime motivation in joining the North Park fold. Serving their clientele at the source is a key part of Second Chance’s philosophy. They are currently awaiting progress on the North 40 project that will provide the company a third venue in Carlsbad. Delays in that collective farm-to-table initiative allowed Second Chance the opportunity to explore additional expansion options.
The North Park tasting room will likely open to the public in August or September. Like its Carmel Mountain predecessor, it will offer a second chance at glory to previously used, reclaimed materials. The company intends to retain the services of an interior designer to further ensure the new spot sports a look that will appeal to North Park’s mix of residents and visitors.
With a name like Bitter Brothers Brewing Company (4170 Morena Boulevard, Bay Ho), one might think it a bit of a standoffish operation and think twice about attending its “family dinner” events. But taking part in one of these affairs is actually rather sweet. Company co-founder Bill Warnke was a professional chef for many years before getting into the beer-biz. Not only does all that experience mean he has chops in the kitchen. It also means he has a vast number of friends in kitchens all over San Diego County. It’s these very taste buds that help make Bitter Brothers’ Family Dinner series so special. Read more »