Exciting news from The Bruery. They are changing up the infrastructure of their beer brands with the new Bruery Terreux (“Earthy Bruery”), a “brand that will focus solely on farmhouse-style ales fermented with wild yeasts as well as oak-aged sour ales. The Bruery’s original brand will rededicate its focus specifically on experimentation with non-wild ales, modern twists on classic styles and aging beer in bourbon and other spirit barrels.”
All brewing operations will remain as is with the exception of the Terreux wort will be then “transported to their own facility a few miles down the road. All fermentation, barrel aging and packaging will take place at this second facility.”
And the two brands will eventually have two separate tasting rooms by 2015 (if all goes to plan).
According to the new website, the “current brands from The Bruery that are brewed with wild yeasts or bacteria such as Saison Rue, Oude Tart, or Hottenroth Berliner Weisse, will be transitioned to Bruery Terreux. The recipes will remain the same, but will be overseen by wild beer specialists and will be bottled under the new branding.”
I am still processing this change and what it means from a marketing and customer standpoint. But at first glance it seems a change more for streamlining brewing operations. I do see that down the road, some loyal customers may be confused that one person who likes Hottenroth and another that likes Burly Gourd may have to drink at separate locations. Unless beers from each arm are made available at each location. That is all speculative though since this is 2014 and things will probably evolve from here.
More news on this change as it becomes available.
