Two hundred and forty-one years after the American Revolution began in Massachusetts, and more than 3,000 miles away on horseback from that battle in Lexington, a different kind of patriots mustered in Western Washington, forming a craft beer bond and a subsequent re-branding for the good of the common man.
Hear ye, hear ye!
Beginnings
Led by Brent Hall and Steve Navarro, Pacific Brewing & Malting Co. had grown significantly since it re-opened in September 2014. The craft brewery was originally established in downtown Tacoma in 1897 and grew to become the second largest brewery in Washington state until forced shut by Prohibition in 1916. Re-established in the lower level of the historic Old City Hall Annex Building on Pacific Avenue, the brewery quickly grew to operate a 7-barrel brewhouse, six 15-barrel fermenters, three 15-barrel bright tanks and four 7-barel bright tanks. It was a joyous place, formed from those living in the Hilltops and valleys of Pierce County, including today’s North Slope Tacoma, and the territory now known as University Place. A run-in with an evil dogcatcher marks the brewery’s only trying time.
Fifty-one miles on horseback north, Neil Fallon, the general of American Brewing Company, had internal strife between his award-winning craft brewery established in 2010 and his 2015 acquisition of Búcha, a brand of organic sparkling kombucha drinks. The laws of the founding fathers forced Fallon to focus on a single aspect of his empire.
Ye Meeting
During several weeks in the fall of 2015, this host of Tacomans, led by Hall and Navarro wearing the Pacific Brewing crest, crossed the Puyallup and Duwamish rivers, manned the bridge over Lake Union and reached the waterfront city of Edmonds. Fallon of the Americans greeted the weary travellers, offering them an ironic Breakaway IPA and a warm meal. Fallon told stories of the difficulties with a non-alcoholic beverage company operating within, or as part of, an alcoholic beverage company. American Brewing Company was different than most craft breweries. The company went public in August of 2014 when common shares were approved for listing on the Over-The-Counter Bulletin Board. As a publicly traded company, decisions about the company’s direction do not necessarily rest in the hands of an individual. Rising up from his perch, and with his hand tucked neatly into the fold in his jacket, Hall declared is would be mutually beneficial for the two companies if Pacific Brewing acquired American’s brewing operations, freeing Fallon to concentrate on Búcha. “You bucha!” Fallon might have declared with glee. They agreed both companies would continue operations, and their existing brands and beers will continue to be available, but Pacific Brewing would own and operate them.
On their journey back to Tacoma, Navarro declared the deal comes with many advantages, including existing distributor relationships and product positioning in the retail market, not to mention a larger brewery. Hall and Navarro agreed the brewery in Edmonds would function as the production facility and the brewery in Tacoma will function as the pilot, small-batch brewery. American Brewing’s beers will still be branded as such. Likewise, Pacific Brewing’s beer would keep its crest.
The acquisition became official the last day of May 2016. Pacific and American’s two breweries and two brands now brew craft beer for eight distributors.
The Rebranding
Andy Kenser, Pacific Brewing’s leader of sales and marketing — and notably the head fife of Pacific Brewing’s fife, drum and bugle corps — finds great satisfaction as being the company’s historian. As noted, Pacific Brewing has deep historical roots in Tacoma. Kenser’s desire to re-brand American Brewing into a cohesive motif with historical importance was well received from the Pacific governors.
“What we’re trying to do at American Brewing is to produce craft beers that appeal to everybody,” stated Kenser from the wooded taproom at Pacific Brewing. “We’re American Brewing Company. We didn’t want to brew beers so far off the spectrum that would cause many Americans to shy away. Instead, we want to brew craft beers that Americans want to drink everyday. Clean, approachable with a wide appeal.”
American Brewing’s new brand could be summed up as Top Gun meets George Washington. The brewery pays homage to the founding fathers with a modern military looking logo. Navarro, Kenser and Pacific Brewing investor and Titus Will Automotive marketing guru Trevor Will brainstormed American’s new look and beer names over several Pacific Brewing 1897 Pale Lagers, then turned over the notes to VSG Marketing in Tacoma. The result was a revolution of Revolution — streamline graphics and packaging with one boot planted in the American Revolution starring Revolutionary IPA, Patriotic Pale, Independence Pilsner and Honor Saison, to name a few.
“The Revolutionary IPA hits the nose with super melon and the hops are there, but it drinks more like a session,” explained Kenser. “Again, very approachable. It’s not a bitter bomb.”
American’s previous beers, including the award-winning Breakaway IPA, will be slowly phased out.
“American Brewing beers bridge the gap between domestic and craft. We brew beers for those who want to be part of the craft beer movement, with accessible flavors and a reasonable price point,” stated Kenser. “It’s an attractive package that doesn’t force the average person to re-evaluate his or her life.”
If Patrick Henry was alive and drinking an Independence Pilsner in his recliner chair, he might be heard saying, “The distinctions between craft beer drinkers and domestic beer drinkers are no more. I am not a craft beer drinker, but an American Brewing beer drinker!”
American Brewing Company’s modern-day town crier can be found at http://americanbrewing.com/.
