By Pete Dunlop
For the Oregon Beer Growler
Chris Ormand got an offer he couldn’t refuse. And it didn’t come in the form of a severed horse head.
After more than a decade of formative fun at Belmont Station, Ormand is moving to General Distributors, where he will be craft brand manager. He’s been the purchasing manager at the Station, responsible for what makes it into the coolers and onto the floor, for many years.
“I’m moving on for a combination of reasons, definitely not just for money,” Ormand said. “I wasn’t unhappy. There have been many offers over the years. This was the first that was strictly craft-oriented. I’m delighted that I’ll be focused on what I know best, which is craft beer. Plus, I’ll be working alongside [VP of Craft/Specialty Beverage] Bob Repp, someone I’ve known and respected for years. ”
General is hoping to tap into Chris’s experience in inventory control and sales trends at the retail level. He’ll help them smooth the gap between distributor and retailers. His collection of industry contacts may also come in handy.
“Chris understands ordering and forecasting,” said Tiny Irwin, general manager at General Distributors. “He’ll help us manage inventory more efficiently and ensure that the freshest product reaches shelves. I also think his relationships will help drive sales for current partners and attract new ones to our portfolio.”
Ormand’s time at Belmont Station dates to 2005, when it was just slightly more than an afterthought next to Horse Brass Pub. They sold novelties, specialty food and off-beat videos, most of it imported from the U.K. There was beer, as well. The Station stocked some 400 beers in those days.
“We displayed a bottle of each beer with a price tag,” Ormand recalls. “All the actual beer was stored in giant walk-ins. Customers would make a list of what they wanted and we would gather it for them. It was horribly inefficient. But you couldn't ask for better product storage conditions.”
Serendipity landed Ormand at Belmont Station. He had moved to Portland from the Midwest in June 2004 and was living in an apartment near the business. Shortly after losing his coffee shop job at the end of the year, he ventured across the street to grab some bottles to celebrate his unemployment.
“Alex Ganum (who went on to found Upright Brewing) was working behind the counter. I mentioned that I was unexpectedly out of work. It turned out he had just accepted a brewing position at BJ's and was giving notice. He told owner Joy Campbell she should hire me. That led to several hours of chatting with Don Younger, who was a partner in the business, over pints. I agreed to start the next day, Jan. 5, 2005.”
He spent his first six months working in the bottle shop. When the buyer left to pursue another opportunity, there was little interest in the position. So it fell into Chris’s lap. Serendipity had struck again.
There have been a lot of changes over the years and Ormand has seen them all.
“Probably the biggest change was the relocation,” he says. “We were a small store with 400 beers and a bunch of novelties. In early 2007, we moved to the current space on Stark Street and became a true bottleshop, with more than 1,300 bottles and an attached beer bar. That was enormous.”
The best part of that story is that Belmont Station’s growth occurred slowly and organically, allowing them to build a customer base and beer selection while maintaining high standards of freshness and quality.
“I see new places opening nowadays with 1,000 beers right off the bat,” Ormand says. “I just shake my head because I know half of those beers will be stale before they sell. Our inventory here was built over time, which allowed us to mostly avoid that issue.”
Things have obviously changed a lot in recent years, during which the local brewery count and number of available beers has exploded.
“Demand for most imports has plummeted in recent years,” Ormand says. “That’s probably because we have local breweries producing great beers that are fresher and less expensive than their imported counterparts. Most people like local.”
The big exception to the import decline is sour and wild beers, which have gotten increasingly popular in recent years. Beers that were once “shelf turds” are now all the rage.
“I loved sour beers when I arrived at the Station,” says Ormand, “But we could hardly give the stuff away for years. We’d get Cantillon or Fantome and cases would sit for months. That flipped around 2011. All of a sudden, everyone was looking for those beers and cases would fly out to door.”
Portland being what it is, another big change is that consumers have gotten more sophisticated.
“Especially as it relates to freshness,” Ormand says. “I see more people checking bottled-on dates than I used to a couple of years ago. People have figured out that freshness matters. They won’t buy old beer, unless it’s something that’s going to be cellared.”
Belmont Station will carry on. With Ormand’s help, it has established itself as a world-class bottleshop and beer bar. Replacing him won’t be easy.
“There’s no way to fill Chris' shoes,” said Lisa Morrison, majority owner. “We aren’t just losing our purchasing manager. We’re losing our institutional memory, our historian, graphic designer, web designer and IT guy. He also has one of the best palates I've known. Fortunately, we have a great staff and we’ll get through this. But we’ll never be quite the same.”
Ormand looks forward to the excitement and challenges of his new role. He’ll be working with fewer products in higher volumes, shaping Portland’s craft beer landscape.
“Being able to choose what goes on the floor at Belmont Station has been awesome,” he says. “Being able to choose what potentially ends up in stores and on tap around the city is a step up. I’m looking forward to the challenge.”
By Kirby Neumann-Rea
For the Oregon Beer Growler
An ancient beer style has found a perfect home in the Pacific Northwest thanks to the cherries that grow in Hood River County. The combination will be celebrated Saturday, July 9 in Parkdale with Kriekfest, the first known beer festival to honor the sour cherry tradition.
The event is a collaboration between Portland-based beer writer Brian Yaeger and Solera Brewery of Parkdale, owned by Jason Kahler and John Hitt. At least 30 diverse and well-aged krieks will be poured in a park setting with a spectacular view of a towering Mount Hood. The lineup is dominated by Oregon producers, but attendees have the chance to taste ales from around the U.S. and as far away as Belgium — including an entire keg by the renowned Cantillon Brewery. The all-ages event also features savory food, pastries and fresh fruit in a farmers market.
A kriek is, by definition, a lambic aged on cherries for one or more years — usually three. Kahler said, “Lambic is a pretty obscure style on its own, and we’re taking it down to another style, kriek.
“They’re expensive, time-consuming beers to make,” Kahler continued. “You’re dealing with fresh, perishable fruit and a lot of these were made with sour or pie cherries that are more acidic and not sweet, and those are getting harder and harder to find.”
Like krieks themselves, the festival is an idea that has been fermenting a while. Yaeger, visiting the upper Hood River Valley several years ago, suggested it to Kahler and Hitt, and broached the subject again in early 2015.
“I said, with your blessing and cooperation, we can make this happen,” Yaeger described. He put the word out on July 9, 2015, to give brewers with krieks aging in barrels plenty of notice. Yaeger added that while he could have planned Kriekfest in Portland and sold more tickets, it was critical to him to hold it in the heart of the Fruit Loop, with its abundant cherry, apple and pear crops.
“It’s really exciting to have all these beers in one location, especially the location that it is — in the middle of this fruit valley where there is a fair amount of cherries being produced,” said Kahler, who will present tastes of up to four of his own blended krieks made from Ballantine cherries grown in the Gorge.
“We are not aware of a festival like this happening anywhere, specifically krieks. Perhaps in Europe,” Kahler said.
Yaeger said kriek gatherings in Belgium feature ales from specific locales, and a Belgian brewery/restaurant in Maine holds an annual brewer’s dinner featuring krieks, but this is the first event he is aware of that’s amassing a large number of krieks, and only krieks, from around the U.S. and Belgium.
“Cantillon is considered among many to be one of the best breweries in the world, and I subscribe to that theory,” Kahler said. “They produce a very small amount of beer. It’s pretty expensive and hard to get your hands on. We have a keg, and I don’t believe I’ve ever seen a keg. To see any Cantillon beers on draft is kind of a treat, but having a kriek is really special.”
Yaeger said, “One of the very first calls I made was to the distributor (Massachusetts’ Shelton Brothers) and explained that this will not be your average request for this beer, that it would be a special festival. And they said, ‘We’ll make it happen.’ That call was another reason to plan this a year ahead, because it paid off.” He said he has not seen Cantillon in kegs anywhere in the U.S. in the past 10 years — ever since the style rose in popularity here.
Yaeger said he sees the festival not only as a chance for people to experience many kinds of krieks in a pastoral setting, but also as a way to profile what he regards as an emerging “Hood River-style kriek.” The Gorge will be well-represented: in addition to Solera, look for krieks from Double Mountain Brewery, Full Sail Brewing Company, Logsdon Farmhouse Ales, pFriem Family Brewers and Thunder Island Brewing Co., all from Hood River County. 54°40′ Brewing Company and Everybody’s Brewing will represent the Washington side of the Gorge.
The sourness spectrum ranges widely, and while Kriekfest isn’t providing specifics on where a beer falls in that spectrum this year, the brewers are open to questions.
“There will be a lot of interesting beers,” Kahler said, all imbued with one shade or another of cherry-delivered crimson.
Indeed, color, along with flavor and aroma, combine to make krieks interesting. And Yaeger announced an exciting addition to the lineup on June 15: Jester King Brewery of Texas has collaborated on a kriek with Michigan’s Jolly Pumpkin Artisan Ales.
Then there is the featured Cantillon: here’s a tip — get there early. We’re talking one keg of the rare stuff, equating to about 170 four-ounce pours.
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