By Holly Amlin and Pete Dunlop
For the Oregon Beer Growler
Already deep in the Oregon beer weeds with Bailey’s Taproom, The Upper Lip and Brewed Oregon, Geoff Phillips wasn’t quite satisfied. He had recurring visions of a taproom where he could take his young family to enjoy good beer in a pleasant atmosphere.
The result of his thinking is Level Beer, which opened over the summer in the space formerly occupied by produce outlet The Barn in Northeast Portland. Level is situated on roughly 2 acres and features a brewery, taproom, beer garden, food carts, hop yard, gaming and more.
“My original vision was a family-oriented taproom outside the downtown core,” Phillips said. “As I searched for a spot, I was looking at expensive retail space. That led me to the brewery idea because industry property is a lot less expensive. Then I stumbled on this place.”
Owners of The Barn have been looking for a buyer for several years. The property, fairly atypical for a brewery in this area because of its size, appealed to Phillips due to its potential to host a variety of events and activities.
“When I found this place, I was sold on its utility,” Phillips said. “I figured, OK, I can do a brewery. I know something about beer, but I don’t brew and I don’t have any interest in brewing. So I put out feelers that I was looking for a brewer or brewers.”
Soon enough, Jason Barbee entered the picture. Barbee worked at Deschutes’ Portland brewery for five years before moving to Ex Novo Brewing Co. in 2014. There he developed a line of respected beers during the next two years.
“Leaving Ex Novo was tough in some ways,” Barbee says. “I had built something I was proud of and had good momentum. But my ultimate goal had always been to have my own place. Getting to know Geoff, this seemed like an ideal opportunity.”
Barbee and Phillips found a third partner in Shane Watterson, who Barbee had worked with early on at Deschutes. After leaving Deschutes, Watterson spent six years at Laurelwood Brewery, eventually reaching the role of head brewer there.
“Jason and I stayed in touch after Deschutes,” Watterson said. “We had the same ultimate goal and were working on a plan. It’s fair to say the three of us are on the same page in terms of what we think a brewery should be. Level Beer seemed like a good fit for me.”
The family-friendly aspect of Level Beer means they’ll focus on brewing lower-ABV beers. They’d like visitors to feel comfortable enjoying a few pints and food with their kids in a laidback setting.
“Honestly, the lighter stuff is what we like to drink,” Watterson said. “We all have young kids and we appreciate less alcohol. That doesn’t mean we won’t make barleywines and double IPAs. But most of our beers will be on the lighter side in terms of ABV.”
One of their standards is Let’s Play!, a dry-hopped pilsner. They’re still tinkering with the hops, but the beer already has a following. Another standard will be Ready Player One, a dry-hopped saison. Both beers clock in at about 5% ABV.
“Of course, we’ll always have an IPA on, probably two,” Barbee added. “We’ll take a traditional approach, but also do some hazy stuff to please those who search for that. We’ll definitely have some heavier beers and barrel stuff, particularly during the cooler months.”
One of Level’s cool factors is its beer garden, formerly a greenhouse. Seating inside the brewery building is dark and sparse, so the expansive beer garden is a necessary and highly desirable feature.
“The beer garden is unique and we intend to use it year-round,” Phillips said. “We’re in the process of getting overhead gas heaters installed, looking ahead to winter. We’ll close off the sides and make it a comfy space. It was one of the big selling points.”
Possessing a 20-barrel brewery and some fairly large fermenters, Level will have the ability to crank out some volume once the system is fully up to speed. They also have a 2.5-barrel pilot system for experimental and small-batch brews.
“The great thing about the pilot system is we can make small-batch stuff that doesn’t have mass appeal,” Barbee said. “You’re always going to have some beers that don’t move very fast, like a mild. We can make small batches of beers like that and know they won’t be around forever.”
While most startup breweries self-distribute early on to get the best return on what they sell outside their taproom or pub, Level decided to go another route. They chose to partner with Running Man, a boutique Portland-based distributor that represents a handful of craft brands. They have their reasons.
“We didn’t want to self-distribute,” Phillips said. “Shane and Jason want to brew. I want to run these businesses. We don’t want to hit the streets. We would have had to buy trucks, hire salespeople, develop logistics. We didn’t want to go there. Running Man will be our salesperson.”
Running Man may be a good fit. Level Beer isn’t looking to get into big-box grocers. They’re selling draft and packaged product to beer bars and bottle shops and expect to get cans and bottles into New Seasons and other premium stores.
Level Beer branding elements were designed by Hood River-based Jeremy Backer. Backer has several years of experience in branding, packaging and user interface design working with Ex Novo, Final Draft Taphouse, Fortside Brewing Company and others.
An ‘80s video game theme is apparent in the stylistic elements, as well as the bright color scheme. Some design elements can be seen in the taproom, such as the large “LEVEL” display above the taps. But the branding will be most apparent on packaged product.
“We realize there’s a contradictory aspect to the branding,” Phillips said. “The ‘80s theme doesn’t really fit with The Barn. The logo is more for our packaged stuff, less for the pub. We’re super stoked with the branding. And we have a barn. We’ll make it work.”
Phillips didn’t do a formal market analysis. But the area around the brewery, a mix of industrial and residential, is desperately underserved and in dire need of good beer.
“There’s no brewery within 7 miles in any direction,” he says, “and very little here in terms of food and beverage. Besides people living nearby, we hope this will be a destination for people passing by on I-84 or flying in and out of PDX.”
Indeed, the steady flow of PDX traffic in the skies above Level Beer makes rooftop advertising a viable option.
“We’re considering it,” said Phillips. “That might be fun.”
5211 NE 148th Ave., Portland
By Pete Dunlop
For the Oregon Beer Growler
It’s been a wild year for Ben Dobler. After 20 years at Widmer, he took over as head brewer at Mt. Tabor Brewing in February. Soon after they opened their doors in late September, Dobler left — unhappy with the direction of the business. Shortly thereafter, he became head brewer at Laurelwood.
“We’re super excited to have Ben on board,” said Mike De Kalb, Laurelwood owner and founder. “He brings a wealth of experience and knowledge to the table. His role will be to maintain and enhance quality and consistency, and to bring increased innovation to our brewing program.”
Don’t expect the classic Laurelwood recipes to change much, if at all. Beers like Workhorse, Free Range Red and Red Elephant are well established and well loved. Dobler has no plans to disturb the continuity, though he does have a few ideas.
“I look forward to maintaining and building on what my predecessors accomplished here,” Dobler says. “Laurelwood has had some fantastic brewers and produced a variety of great beers in its 15-year history. I hope to delicately add my fingerprints to that tradition.”
Some of the beers will receive subtle tweaking to smooth out the edges, he expects. Another priority is to develop a line of lower-alcohol beers. Laurelwood is a family-focused business and the beer menu could be more accommodating to folks who don’t want to drink more than a pint of 7.5% Workhorse.
“We realize mom and dad aren’t going to throw back multiple pints of Workhorse,” Dobler says. “Well, they shouldn’t. I’ll put some effort into producing flavorful, low-ABV beers. That’s been a big part of my mantra because I like to drink beer, which means I like to have more than one.”
The innovation angle is important and it applies to the beers brewed at the Sandy headquarters and Hood River’s Full Sail, where Laurelwood has a production brewing arrangement. Dobler worked in new product development at the Craft Brew Alliance (CBA) for 10 years and seems nicely suited to freshening up Laurelwood’s beer palate.
“We’ve had pretty much the same pub lineup except for seasonal beers for the last 15 years,” De Kalb said. “We’re looking to Ben for innovation that will enhance the beers available to our pub customers. IPA may be king, but our patrons and fans are always seeking alternatives.”
Dobler has a similar view of the opportunities.
“I see a definite need to enhance the experience of pub patrons,” he said. “The beers served there should always be somewhat different than what is sold in stores. I’d like to use that theme as a catalyst that brings people into the pub and also generates excitement outside it in the retail channels.”
Dobler’s biggest challenge will almost certainly be managing the relationship out in Hood River, where Laurelwood brews the bulk of its packaged lineup. That includes Workhorse, Free Range Red and seasonal six-packs. Experience acquired on his watch at Widmer/CBA will be handy.
“My job is to make sure the beers made in Hood River match the ones made here,” he says. “During my time at the CBA, I learned a lot about scaling production from 10 to 250 barrels and how to execute that successfully. I think my exposure to larger-scale brewing operations is a big part of why I’m here.”
For now, Dobler is working to get a handle on what the Full Sail relationship looks like, short-term and long-term. It’s an evolving relationship involving changes in strategy and tactics on both ends. His goal is to maximize what Laurelwood is getting out of it.
“Packaged product is an important part of our business and the processes need ongoing attention” Dobler says. “A significant amount of my time will be spent managing how we do things in Hood River.”
Dobler succeeds Shane Watterson as Laurelwood head brewer. Watterson is joining Geoff Phillips of Bailey’s Taproom and Jason Barbee, formerly of Ex Novo, in Level Beer, a new brewery in planning. Rodney Stryker, formerly of Heathen Brewing in Vancouver, Wash., has taken over for Dobler at Mt. Tabor.
Laurelwood beers are currently sold in Oregon, Washington, California, British Columbia, Idaho and Alaska. In addition, a small amount of their beer is exported.
[a] 5115 NE Sandy Blvd.
[a] 6716 SE Milwaukie Ave.
By Ezra Johnson-Greenough
For the Oregon Beer Growler
Even at 218 or so breweries, Oregon has yet to reach peak status. True, industry growth is slowing and real estate in popular places like Portland and Bend are harder to come by. But there is still room for the local brewpub. Some large towns — like La Grande — don’t even have a brewery yet, but 2017 looks to change that. Here are our top 10 major breweries scheduled to open this year.
Bodega Beer - Portland
This 15-barrel brewery and taproom will open on the corner of Southeast 14th Avenue and Stark Street right across the street from Meat Cheese Bread and their taproom/bottleshop called Beer. Ex-Laurelwood brewer Steven Balzer will be on board to focus on hop-forward beers with a lager and some international styles represented. They won’t have food, but will have a food cart on site.
Breakside Brewery Slabtown - Portland
Breakside Brewery’s third location was scheduled to open in the Slabtown neighborhood of Northwest Portland last summer, but it’s now on track for a spring 2017 launch. The space will feature a full restaurant, event room mezzanine and outdoor seating on both a patio and rooftop. Best of all — the 10-barrel brewhouse is going to pump out completely new, experimental hop-centric beers.
Crooked River Brewing – Prineville
The 4-barrel startup is taking over a 7,000-square-foot industrial space that used to house an antique shop. Prineville’s second brewery will favor IPAs and pizzas in a setting that will include outdoor seating, a conference room and pool tables. Brewing is still a good six months out or more due to city and federal permitting. (Read more on page 14).
Ferment - Portland and Hood River
Daniel Peterson moved to Hood River to work at Full Sail and then pFriem after experience with microbiology at New York’s Brooklyn Brewery. In 2015 he set out to open his own project with a brewery in Hood River and a taproom/restaurant in Portland, originally slated for the Yard development on the east side of the Burnside Bridge. Peterson said he’ll now look for a nearby ground-floor location that will be more accessible to foot traffic.
The Horn Public House & Brewery - Depoe Bay
Chris Jennings, one of the Hillsboro Brew Brothers before leaving to join the team at Alameda, now takes on the role of head brewer at this upcoming coastal establishment. From the owners of Gracie’s Sea Hag comes this 10-barrel, two-floor brewpub that is already open and should have its own beer on tap sometime after January. Jennings plans to make a variety of styles, with 10 house beers — plus guest offerings — on tap. (Read more on page 18).
Level Beer - Portland
A trio of all-stars came together to launch Level Beer: Bailey’s Taproom owner Geoff Phillips along with brewer/partners Jason Barbee (formerly of Ex Novo) and Shane Watterson (formerly of Laurelwood). Making its home on garden/farmland in outer Northeast Portland off I-84, there will be a tasting room (but don’t expect farmhouse beers).
Little Beast Brewing - Beaverton
When Charles Porter left Logsdon in 2015, he sought a warehouse space to open his own sour blendery, with a brewery off-site. But in late 2016, he found the defunct Brannon’s Pub & Brewery in Beaverton where he’ll start his business before eventually relocating to a space in Portland with more room for barrels. For now, he shares the building with The Westgate Bourbon Bar & Taphouse, which opened in December.
Reach Break Brewing – Astoria
This new 7-barrel brewery and taproom will focus on barrel-aged sour and wild beers, but will also pour clean East Coast-style IPAs and farmhouse brews. Customers can enjoy a covered outdoor beer garden with food carts and to-go menus from local establishments. If there aren’t any holdups, Reach Break could be open by the time you read this with non-wild yeast/bacteria beers and barrel-aged styles debuting as they are ready.
Ross Island Brewing - Portland
Ex-Alameda brewer Carston Haney’s inner Southeast Portland project has been hit with numerous delays by the City of Portland. After waiting more than a year, he hopes to open the taproom in January while work continues on the brewery. Expect big and sessionable English, German and American styles of beer in a cozy neighborhood pub with an outdoorsman's touch.
Side A Brewing - La Grande
When Eastern Oregon University professor Scott McConnell realized that La Grande was the only city in Oregon with a population of more than 7,000 that didn’t have a brewery, he knew he had to do something. Along with two partners, one with brewery experience and the other food and beverage, they are slated to open Side A Brewing in the historic Eastern Oregon Fire Museum this spring.
OBG Blog Archives
Welcome to our archive pages! Read stories from the print edition of the Oregon Beer Growler from June 2012 to January 2018. For newer stories, please visit our new website at: