Here's something you might be interested in.
Ask a Hipster — Advice you didn't know you needed
Big Screen — Movie commentary
Blurt — Music's inside track
Booze News — San Diego spirits
Classical Music — Immortal beauty
Classifieds — Free and easy
Cover Stories — Front-page features
Drinks All Around — Bartenders' drink recipes
Excerpts — Literary and spiritual excerpts
Feast! — Food & drink reviews
Feature Stories — Local news & stories
Fishing Report — What’s getting hooked from ship and shore
From the Archives — Spotlight on the past
Golden Dreams — Talk of the town
The Gonzo Report — Making the musical scene, or at least reporting from it
Letters — Our inbox
Movies@Home — Local movie buffs share favorites
Movie Reviews — Our critics' picks and pans
Musician Interviews — Up close with local artists
Neighborhood News from Stringers — Hyperlocal news
News Ticker — News & politics
Obermeyer — San Diego politics illustrated
Outdoors — Weekly changes in flora and fauna
Overheard in San Diego — Eavesdropping illustrated
Poetry — The old and the new
Reader Travel — Travel section built by travelers
Reading — The hunt for intellectuals
Roam-O-Rama — SoCal's best hiking/biking trails
San Diego Beer — Inside San Diego suds
SD on the QT — Almost factual news
Sheep and Goats — Places of worship
Special Issues — The best of
Street Style — San Diego streets have style
Surf Diego — Real stories from those braving the waves
Theater — On stage in San Diego this week
Tin Fork — Silver spoon alternative
Under the Radar — Matt Potter's undercover work
Unforgettable — Long-ago San Diego
Unreal Estate — San Diego's priciest pads
Your Week — Daily event picks
10 Barrel to be a 20-barrel operation
And Bud Light's marketing head among those licensed to brew there
10 Barrel is like San Diego breweries in that it met unexpected delays that postponed its original opening date.
It's new brewery season in San Diego. As many as six new operations are opening to customers in May alone. That includes the new brewpub 10 Barrel, which plans to close off a couple of East Village streets for a grand-opening block party on May 27.
However, unlike the other new businesses, 10 Barrel is not locally owned. Garrett Wales, Chris Cox, and Jeremy Cox founded 10 Barrel ten years ago, in Bend, Oregon. Since that time, it has expanded to open brewpubs in the reliable craft-beer markets of Portland, Boise, and Denver. And it's been doing so as part of the largest beer company on the planet.
It's old news by now: Anheuser-Busch parent company, AB InBev, purchased 10 Barrel Brewing in 2014. AB InBev currently controls an estimated 30 percent of the global beer market.
It's also well documented that San Diego craft breweries are not happy about this. The San Diego Brewers Guild has accused 10 Barrel of being a "sheep in wolf's clothing," co-opting the San Diego craft-beer brand on behalf of a large corporation that uses its massive resources — sometimes unethically — to take market share away from the companies that established San Diego as a beer mecca. Recent news backs up this idea.
Just in the 16 months since the 10 Barrel brewpub was announced, California's ABC fined Anheuser-Busch $400,000 for using illegal "pay to play" practices to entice beer retailers to buy its beers. More recently, it leveraged its ownership of South African hop farms to completely cut off the supply of South African hops to all the craft-beer companies that have been using them.
Garrett Wales insists 10 Barrel is simply spending InBev's money, and production will not be influenced by its corporate ownership. He pledges that Benny Shirley, who moved down here from a 10 Barrel location in Bend to be the brewpub's head brewer — has free rein to produce beer he wants, and the priority is placed on making a quality product. There's no reason to think this will not be the case, nor that the beer won't taste good.
However, neither Wales nor the Coxes will be moving to San Diego to operate the business. In fact, their names aren't the ones listed on its brewing license. Instead, it names Andrew Goeler, Thomas Larson, and Michael Taylor as its managing officers, along with the corporate entity: Anheuser-Busch, LLC.
Larsen, Taylor, and Goeler are employed by AB InBev. In fact, three days before the ABC issued 10 Barrel's East Village license, Anheuser-Busch promoted Andrew Goeler to be head of marketing for its Bud Light division. This means the man responsible for improving sales of the top-selling beer in the United States quite literally has a license to make and sell beer in San Diego under a brand name that explicitly implies small-batch production.
Due to its ownership, 10 Barrel's brewpub doesn't qualify for the type 23 small-beer manufacturer license possessed by over 90 percent of San Diego's beer businesses. Its is a type 1 license, designated for breweries producing more than 60,000 barrels annually. This 10 Barrel brewpub does not have the capacity to produce that much, of course, but it does have the capacity to brew more than a 10 barrel brewery. Despite its name, the multimillion-dollar brewpub Anheuser-Busch is opening in East Village actually has a 20-barrel brewhouse.
Here's something you might be interested in.
10 Barrel to be a 20-barrel operation
And Bud Light's marketing head among those licensed to brew there
10 Barrel to be a 20-barrel operation
And Bud Light's marketing head among those licensed to brew there
10 Barrel is like San Diego breweries in that it met unexpected delays that postponed its original opening date.
It's new brewery season in San Diego. As many as six new operations are opening to customers in May alone. That includes the new brewpub 10 Barrel, which plans to close off a couple of East Village streets for a grand-opening block party on May 27.
However, unlike the other new businesses, 10 Barrel is not locally owned. Garrett Wales, Chris Cox, and Jeremy Cox founded 10 Barrel ten years ago, in Bend, Oregon. Since that time, it has expanded to open brewpubs in the reliable craft-beer markets of Portland, Boise, and Denver. And it's been doing so as part of the largest beer company on the planet.
It's old news by now: Anheuser-Busch parent company, AB InBev, purchased 10 Barrel Brewing in 2014. AB InBev currently controls an estimated 30 percent of the global beer market.
It's also well documented that San Diego craft breweries are not happy about this. The San Diego Brewers Guild has accused 10 Barrel of being a "sheep in wolf's clothing," co-opting the San Diego craft-beer brand on behalf of a large corporation that uses its massive resources — sometimes unethically — to take market share away from the companies that established San Diego as a beer mecca. Recent news backs up this idea.
Just in the 16 months since the 10 Barrel brewpub was announced, California's ABC fined Anheuser-Busch $400,000 for using illegal "pay to play" practices to entice beer retailers to buy its beers. More recently, it leveraged its ownership of South African hop farms to completely cut off the supply of South African hops to all the craft-beer companies that have been using them.
Garrett Wales insists 10 Barrel is simply spending InBev's money, and production will not be influenced by its corporate ownership. He pledges that Benny Shirley, who moved down here from a 10 Barrel location in Bend to be the brewpub's head brewer — has free rein to produce beer he wants, and the priority is placed on making a quality product. There's no reason to think this will not be the case, nor that the beer won't taste good.
However, neither Wales nor the Coxes will be moving to San Diego to operate the business. In fact, their names aren't the ones listed on its brewing license. Instead, it names Andrew Goeler, Thomas Larson, and Michael Taylor as its managing officers, along with the corporate entity: Anheuser-Busch, LLC.
Larsen, Taylor, and Goeler are employed by AB InBev. In fact, three days before the ABC issued 10 Barrel's East Village license, Anheuser-Busch promoted Andrew Goeler to be head of marketing for its Bud Light division. This means the man responsible for improving sales of the top-selling beer in the United States quite literally has a license to make and sell beer in San Diego under a brand name that explicitly implies small-batch production.
Due to its ownership, 10 Barrel's brewpub doesn't qualify for the type 23 small-beer manufacturer license possessed by over 90 percent of San Diego's beer businesses. Its is a type 1 license, designated for breweries producing more than 60,000 barrels annually. This 10 Barrel brewpub does not have the capacity to produce that much, of course, but it does have the capacity to brew more than a 10 barrel brewery. Despite its name, the multimillion-dollar brewpub Anheuser-Busch is opening in East Village actually has a 20-barrel brewhouse.
Comments