A few years back, there was a repeating bit of news that became almost familiar. A large or popular West Coast–based brewery was going to open an East Coast facility. This was done at a time when craft’s popularity was soaring, an infusion of cash from all corners made big moves possible, and it was a chance for some of the more celebrated breweries to expand a business.
Some, such as Sierra Nevada Brewing Co., were successful. Others, such as Green Flash Brewing Co., were not. And others, such as The Deschutes Brewery, which opened a tasting room in Roanoke, Virginia, but hasn’t yet broken ground on an eventual brewery, were somewhat successful.
It makes sense on paper for the breweries to have a mirror location across the country. Faster access to markets with fresher beer should mean a stronger business overall. But there’s enormous overhead involved, and when it comes to making specialty beers, barrel-aged rarities, spontaneously fermented beers, or any recipe that takes time and attention to detail, replicating the process can be daunting if not almost impossible.