By Michael H. Kew
For the Oregon Beer Growler
“Bandon? Ain’t no brewery in Bandon!”
Leaning against the yellow cedar bar he made, sipping a pint of ale he made, Jonathan Hawkins laughed at the memory — a quip he heard at the 2017 Great American Beer Festival — one month after Hawkins first brought his Portland Kettle Works 5-barrel Hopmaster online.
“It’s a great little system,” he told me, gesturing at the shiny steel tanks behind him. “A Cadillac for its size.”
A lifelong beer lover, Hawkins, 43, spent much of his time between Gold Beach and Lake Quinault, Wash., where his mom ran a resort. In April 2013 he moved to the quaint seaside village of Bandon “chasing Nicole,” his wife and business partner who he originally knew from high school. Years later, they were reacquainted at a mutual friend’s party in Portland.
With his background in professional construction, Hawkins launched his own business. In 2015, he and his wife purchased the historic 9,500-square-foot McNair Building as a new home for Bandon Vision Center (Nicole has been a local optometrist for 13 years) that briefly shared walls with the pizzeria Hawkins ended up buying. In September 2016, his construction company started work on vision center on one side, brewery/pizzeria on the other.
“I told Nicole that if I was going to take on a restaurant and do pizzas, I wasn’t going to do conveyer pizzas. I was going to do wood-fired pizzas and I was going to make beer. She was gracious enough to agree with that, and away we went.”
His first taste of hands-on commercial brewing occurred via weekly trips to Labrewatory, run by Portland Kettle Works in Portland, where he tested and refined recipes before hopping headfirst into Oregon’s coastal craft beer scene. “It’s been a phenomenal experience,” he said. “Brewing has been the most collaborative industry I’ve been a part of. So many people have been encouraging and supportive, showing me their operations, offering advice and suggestions.”
Bandon Brewing’s grand opening was Sept. 8, which coincided with the 71st annual Bandon Cranberry Festival. The reception was “fantastic,” Hawkins said. “I feel fortunate I got to be the one to do this here. Residents and visitors have really embraced us.”
Near the mouth of the Coquille River, at the entrance to Old Town Bandon, near the nautical-themed we hope you are enjoying bandon sign arcing over the road, the cedar-shaked McNair Building was originally a hardware store. In recent years it was managed by Bill McNair of Gold Beach. “We called Bill and asked him if he’d be interested in talking about a sale,” Hawkins said. “Nicole and I met him at Redfish [a restaurant in Port Orford] with the intent of just discussing some possibilities, but three-and-a-half hours later, we walked out of there with an agreement. We wrote out the terms and everything right there in Redfish. It happened fast. Totally unexpected.”
On being one of the Oregon Coast’s newer breweries amid the nation’s craft beer boom, he viewed the building’s current ambiance as a natural progression. “There used to be churches and taverns,” he said, “and they competed and tried to put each other out of business, basically. You had the diabolically opposed on each side, and taverns kind of opened that space up. I call [brewpubs] the new churches, places where people from all walks of life can get together and discuss ideas, art, jokes — whatever. It’s a great environment. And I don’t know of a single town I visit where I’m thinking, ‘Damn, there are just too many breweries.’”
So far, Hawkins has made instant classics like One-Eyed Jacque IPA (named for his one-eyed schnauzer), Pacific Puffin Porter, Camp 7 Coffee Porter and Rogue River Red. From this year’s harvest, he has plans for a cranberry saison, a tribute to Bandon’s large cranberry industry. Ultimately, Hawkins aims to offer nine taps of in-house beer, plus five for guests. “Having guest taps is awesome camaraderie,” he said. “I’m not asking anybody else to carry my beers, but I’ll always be happy to carry other beers from Southern Oregon.”
To help with brewing and imminent expansion, Hawkins has hired James Petti, who, after five years at Karl Strauss Brewing Company in San Diego, launched Wavelength Brewing Company in Vista, Calif. “I’m gonna put him right to the fire when he gets here,” Hawkins said with a laugh.
From the copper-covered oven, my pizza emerged. Hawkins and I took seats in the airy dining area, warm with golden midday autumn sun that radiated off the brewpub walls, all coated with gorgeous reclaimed wood from Redmond’s Barnwood Industries. Out on the street, a horseman rode past. It was a lovely Bandon day for pizza and beer.
“The Bandon area has some phenomenal coastline,” Hawkins said, quaffing some Camp 7. “From Brookings to Florence is some of the prettiest coastline anywhere. Being in the Navy and also having sat on the back deck of a crab boat, I’ve seen the whole coast: from Cape Flattery all the way down to San Diego. And guess what? We’re right in the middle.”
Bandon Brewing Company
395 Second St. SE, Bandon
A discussion on brewery distribution took place during Portland Beer Week in June. Panelists included (from left to right) Derek Hass from Columbia Distributing, Eric Banzer-Lausberg from Migration Brewing, Marty Ochs from E3 Craft Strategies and Bob Repp from General Distributors. Photo by Patty Mamula
By Patty Mamula
For the Oregon Beer Growler
Any brewer who’s considering distribution needs a solid plan, said Derek Hass, director of craft and import at Columbia Distributing. Hass was one of four panelists at the “Distribution: The Struggle is Real!” workshop, held at The Labrewatory in Portland during Portland Beer Week in June.
More than 40 people crowded into the brewery testing lab and bar to get the inside story on distribution. About half the brewers there were self-distributing, while others had a distributor or didn’t distribute at all. Several were in the planning stage of a brewery and four of them were anywhere from a few months to a year away from opening.
Panel moderator Marty Ochs was the vice president of sales at Ninkasi Brewing Company and now heads up E3 Craft Strategies to help startups with marketing and distribution.
Ochs works with 10-15 breweries a year. “Not one has an operating budget,” he said. “You can’t go to market if you don’t know what you’re going to spend when you go to market.” He emphasized that brewers should conduct a thorough market survey when considering entry into a new market. “Spend weeks, months figuring where you want to sell, what the competitions looks like, determining a budget.”
Bob Repp, vice president of craft/specialty beverage for General Distributors, also stressed the importance of planning. “What’s your budget? Capacity? How will you differentiate your brand? When looking at opening a new market, vet the distributor there. Go out and talk to buyers at bars and retailers,” he said.
Eric Banzer-Lausberg, co-owner of Migration Brewing, represented the small, independent brewer and self-distributor. “We opened in 2010 without a budget when the economy was shit. We did all the buildout ourselves. We knew we could succeed and our beer got better and better. After a year or so, we started to distribute kegs in an old 1983 Mercedes with a door that didn’t work. It was an exciting time because it was our own beer and our own investment in distribution,” he said.
Ochs asked Hass and Repp, “How do you walk new breweries through the process, step by step?”
They said there was no formula, no handbook.
Hass said, “Every brewery we talk to is a different situation. You might have good beer, but shitty packaging or vice versa. We help you navigate the waters of the beer business.”
Repp said, “Know what your distribution and volume goals are. Do you want to be mainstream or entry level? What does success look like for you?”
Migration’s Banzer-Lausberg said, “Know who you are and where you want to go. Everyone was chasing IPA when we started. We decided to make pale ale our niche. That was our starting point. We focused internally and worked on the pub first and self-distribution second.”
Ochs said there’s a perception you’ll make tons of money self-distributing. There are, of course, advantages but also some disadvantages. Pros to self-distributing are close control of product and message, said Repp. “You can control all aspects, including when and where you will grow. And you retain your margins.” Cons are trucks, storage, cash, accounts receivable, liability, kegs and the labor to move them around. “When you’re brewing and distributing, you’re running two breweries. Still, if your goal is hyper-local, go for it,” he said.
Hass agreed and said that the mechanics, the delivery and the labor all cost money. With distribution you lose some — around 30 percent — but that’s the cost of doing business.
The watchword for the group was planning.
Ochs said, “Come to a distributor with a plan, a vision. Be honest about it. What support tools do you have? Ask what you might be missing? Tell me what you’re looking for in a brand.”
Repp said, “Know what your pricing will be. Know how much your beer costs to make. Take that pricing and build a calendar of brands with several seasonals and one-offs. Communicate to the distributor what the release calendar looks like. What incentives will you use to get the sales reps to sell your beer?”
“Know your business. We won’t be experts on your business,” said Columbia’s Hass.
Migration’s co-owner told participants the beer has to be good when building your brand. “Do not send out mediocre beer. Make sure you have ingredients. Hops. Everyone wants Northwest hops. You have to secure them now. We have ours contracted for five years. Yes, it’s scary to think this is what we’re going to make for the next five years. Cooler space is crucial. If we have a bad week of sales and don’t have cooler space, we’re in trouble. If we brew and keg it, we have to sell it.”
Sales and distribution is connected to everything, said Ochs. “Know what success is to you. Oakshire Brewing was going down a rabbit hole for eight years. Then they realized they didn’t want to be Ninkasi. Get to the level that’s right for you. Volume is not the metric. It’s about the gross profits that you bring in on the beer.”
The final tip, and maybe the best in keeping with the adage of saving the best for last, was to invest in your brand. Hass said, “Invest like you want your distributor to invest in you. Put some feet on the street.”
Ochs elaborated on this idea. “The brewery’s job is to create customers at two levels, the end consumer and the retailers.” He advised hiring someone to make marketing calls.
Hass described this as a partnership. “We need you, the brewer, to educate — to tell the story. That way you can tell the distributor that the bars want your beer. The customers want it.”
As the craft beer field becomes saturated with more and more choices, it’s increasingly important to find ways to stand out in a crowded field. Working with your distributor to market your beer will help you both sell more beer.
Q: As a brewer in Portland, why would I make another double IPA?
Migration: Because they sell. IPAs sell 4 to 1. That’s why we do it.
Columbia: Do we want more IPAs? Not necessarily. We don’t want to sell an IPA-only brewery. We can’t predict the future and it’s tricky to know. Not a lot of breweries have a flagship beer that’s an imperial expensive IPA.
General: Find your niche. Everybody comes to us with IPAs. We’re a small distributor. We work with 50 breweries now. Bar owners now are looking for sessionable beers.
Moderator: Don’t follow the market. If you’re following the market, you’re too late.
Q: Can you do some self-distribution if you have a distributor?
Moderator: Yes. Your agreement with a distributor might define an area that you want to self distribute and the area you want them to distribute. Ninkasi self-distributes in Eugene. You can have distribution by county.
The Labrewatory’s manager Chris Sears is pictured here with some of the equipment at the North Portland brewery. The 3.5-barrel craft beer lab can serve as a bridge for brewers who are leaving one brewery and starting out on their own. Additionally, those firmly rooted in bigger brewhouses can experiment and collaborate at the new site. Photo by Jim McLaren
By Jim McLaren
For the Oregon Beer Growler
The intersection of North Interstate Avenue and Northeast Russell Street is a good place to catch a snapshot of Portland beer culture: past, present and, perhaps, even the future.
On the corner there’s Widmer Brothers Brewing, a craft beer founder and icon. A block or so east, there’s the White Eagle Saloon & Hotel, part of the ubiquitous McMenamins chain.
Now, go a couple of more blocks to the east. At 670 N. Russell St., you’ll find a white, one-story building fronted by a couple of glass-paneled garage doors. Over one door it says:
Portland’s Craft Beer Lab
Sitting at the concrete-topped bar, manager Chris Sears explains the owners “thought there was a need for a place where people can come in and have a laundry list of experimentals and collaborations.”
The concept is simple — sort of. If it works, true Beer Geeks will have nirvana in their own backyard.
The idea for a “craft beer lab” begins with Thad Fisco, owner of Portland Kettle Works. The company is a full-service brewery fabricator that has been making steel for breweries from Norway to Japan, from Canada to Costa Rica. Just as importantly, Fisco has a long-running partnership with Jon Kellogg, a commercial real estate developer. The duo worked on rehabbing two blocks of North Williams Avenue in what Portland Monthly called the “reinvention of old streetscapes that harnesses PDX’s entrepreneurial spirit and love of the past.”
As it turns out, Fisco owned a rundown taxi cab garage that needed some reinventing. He also had an idea for making beer. But, in a unique way, without making beer. Huh?
Explanation — the folks making your favorite beer at most breweries may not have the space to make test batches of their beer daydreams. Even if they do have the room and time, they might not want to risk having you turn up your nose at their experiments.
That’s where The Labrewatory’s 3.5-barrel system comes in. Manager Sears says a brewer can whip up a batch of their latest concoction or work on a collaboration with another brewer and do it in a very quiet, pragmatic way.
The facility will be producing enough beer so that any brewer can make an inexpensive batch and split tap sales with The Labrewatory. The brewer then has a built-in test audience. Sears says they “will have public comment forms so people can give their opinions of new beers or you can go online to comment on beers by number. You won’t know who made the beer.”
It’s a win-win-win for the brewer, The Labrewatory and you.
The “craft beer lab” can also be a bridge for brewers leaving one brewery and starting out on their own. “We have the former head brewer from pFriem. He’s ventured out on his own.” Sears explains, “They’re a little delayed in their project, but he wants to get his brand going so he can get beer out and build his brand.”
The Labrewatory will, someday, have a head brewer. “We’re in the process of finding a head brewer — somebody with, obviously, experience in brewing and also a good personality because they will be working with other brewers a lot and, kind of a requirement too, the head brewer needs to pour beer at least once a week.” That brewer will be an educator, tutoring customers about the mystery beers and helping the beer makers digest customer input. Sears provided an example of that type of feedback, saying a brew “seemed to be received very well minus a couple of things. Let’s make a couple of tweaks and run it through again or let’s make the tweaks and make a decent-sized batch, put our name on it and sell it.”
Since all beer makers start small, this brewers’ playground will make room for the guy fresh out of his garage. The Labrewatory will offer advice and a chance to put a hobby to a public test. Amateurs will learn how to scale up recipes to commercial size and find out from people, other than family and friends, whether their best is good enough. But, unless they have a license, they won’t be able to take their beer home. It will have to be sold at the The Labrewatory.
The Thad Fisco project, overseen by Chris Sears, has a look as fresh as its business plan. The interior has a gleaming industrial look with metal light and bar fixtures custom-made at Kettle Works. The side of the room across from the bar features burl wood tables against a wall made of wood reclaimed from the old garage. The bar’s centerpiece is a thick tap tower with 16 handles.
The day I was there, you had numerous tasty choices, such as pFriem Blonde IPA, Upright Seven and Epic Brainless Raspberries, each for $4 per glass. As you sit at the smooth, wide bar, you can look toward the back of the building and catch a glimpse of the brewhouse. You can also raise your snifter-shaped glass and appreciate the beer against the backdrop of a well-lighted, subway-tiled, white wall.
“We kind of wanted to give it more of … old-school laboratory vibe,” Sears says. “Of course, in a lab you want it to be bright so you can see what you’re doing and analyze. That plays into the type of consumer we want to bring here. It’s hard to check out the color of your beer if it’s dim lit.”
It’s also hard to imagine that The Labrewatory won’t soon become a “must” for locals and beer tourists.
The Labrewatory hours: 3-9 p.m. Thursday through Saturday, 1-6 p.m. Sunday
Tamale Boy is serving Mexican fare from a food cart to customers at The Labrewatory, but the business is in the process of building out the space next door.
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