By Jim McLaren
For the Oregon Beer Growler
It took 20 years, but Tim Hohl was finally living a homebrewer’s dream. He had a world-class brewer cornered and was going to make him taste his latest, made-it-in-the-garage creation.
Hohl is the news director at Portland’s KPAM radio and hosts the weekly “First Edition Beer Geek” program. “I had met Dave Fleming as part of an interview,” Hohl explains. “He was at Lompoc as their head brewer. I knew he was sort of beer royalty when it came to brewers in Portland.”
Hohl had made a batch of Cascadian dark ale and, while he had Fleming in studio, asked him to try it. Fleming remembers, “I get a lot of home brews given to me. Ninety percent of it is just OK. But Tim’s beer was quite good.” In fact, Hohl says, it was so impressive they brewed a 7-barrel batch of it at the New Old Lompoc brewery in Northwest Portland. “We called it ‘Black Hole’ and it was gone within two weeks,” says Fleming.
A similar meeting between two like-minded men also happened in Oregon about 170 years ago. It would, eventually, give name to what Hohl is about to open.
But first, back to the obvious question you ask a new brewery owner: Why beer? Before talking beer, or about using a kit to make his first batch, Hohl admits, “it’s less about a love of beer and more about a fascination with the people in the industry. It’s such a creative, collaborative environment. It’s more about people.”
Being about people is why Hohl chose an Oregon City location for his brewery. “It’s a beer drinking town.” And it’s his love of what people do — make history — that gave him an idea for a beer program. “We want to brew a regular line of heritage ales, beers based on historical recipes. Our second flagship beer will be what we are calling ‘George’s Honest Ale.’ It’s based on a recipe that is in one of George Washington’s journals.” Hohl says the beer is made with a lot of molasses, since that was the primary fermentable in Washington’s day. Hohl and Fleming did a test batch and say it got good feedback.
It’s also the newsman’s sense of history which prompted the name for Hohl’s brewery. Had he been around in 1845, Hohl might have reported: “It was at a dinner party in Oregon City’s Ermatinger House where two bearded men were squabbling about what to name a 640-acre clearing along the Willamette River. Someone suggested a coin toss and dug a copper penny out of a pocket. Asa Lovejoy, from Boston, called tails. Francis Pettygrove, from Portland, Maine, called heads. The shiny coin was flipped in the air. The light of kerosene lamps caught the image of Lady Liberty on one side of the spinning coin and the words ‘one cent’ on the other. Three times the coin was launched toward the ceiling. Twice it landed heads up. The city of Portland had a name." And, 170 years later, so does Hohl’s brewery — it’s "Coin Toss."
But starting a new brewery is anything but a simple coin toss for Hohl. “I’m really focused on doing it right. How do you make it something you love but also a viable business model? We decided it’s going to be 10 barrels, which is a lot, but then let’s figure out how to make this a business we can get off the ground and build.” Fleming gave Hohl his “face reality” speech by explaining, “There’s no money in this.” But he then jumped in with some advice for attracting customers: “Let’s make Oregon City ale that’s a lighter beer that will get people in the door to check us out.” Fleming calls that matriculation ale. It teaches customers what you can do and makes it more likely that they’ll try more flavorful brews.
Hohl thinks he could be at the front door of a beer boom in Oregon’s first incorporated city (Editor's Note: Astoria was Oregon's first settlement). He sees the possibility for a handful of new breweries to arise in Oregon City in the next year or so. If he’s right, maybe folks will forget that other coin toss and just enjoy the one at 14214 Fir St. in Oregon City. It opens this summer.
Special thanks to Colin Preston, owner of Practical Fusion in Portland. He is making the brewhouse for Coin Toss, just as he has for dozens of other breweries around the U.S. He sat in as I talked beer with Tim Hohl and Dave Fleming.
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