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| Notice the palm trees, anyone? (Photo by Creature Comforts) |
While Georgia remains the home base, they will also be throwing up the "W" in 2021 with a new brewery and taproom in L.A.!
Whether you have followed my articles and Instagram posts in the past when covering craft beer, there is no mystery that I continue to find Creature Comforts as one of the best in the industry. I’ve known them since trying the homebrewed concoctions co-founder David Stein poured me using the “Creature” name here in Atlanta years before launching the brewery in Athens, GA, was even a serious thought. Well things done changed in a big way with the announcement to opening up a new brewing location and taproom in an entirely different state. The masses would assume it would be a neighboring one like Alabama, Tennessee or Florida, but naw, they chose California. I was wowed by the news but honestly not in disbelief. It only made sense.
Since Creature’s flagship IPA, the fruity, west coast-inspired Tropicália, hit the shelves back in 2014, the brewing company has progressed in almost fairy tale fashion. I won’t go into detail how they blew up since I busted my ass to tell the story
here (page 24), but one thing of great magnitude did change; they always proudly stated having no plans of leaving Georgia and follow a similar blueprint of Wisconsin’s beloved brewery New Glarus. Glarus still remains in solely their birth state, whereas Creature? My mom always said, “You want to make God laugh, tell Him your plans.”
Believe me, I will continue to have Creature’s product, especially their numerous IPA variations, stocking my fridge and covering their ongoing success story. The breaking news could’ve gone totally left by saying they were either swallowed up by a bigger entity and no longer officially “craft” or—in today’s current economic climate—shutting down one of their two brewing facilities in Georgia, greatly downsizing their staff, or something of similar devastation. Conversely, we needed good news for craft beer entrepreneurs and we finally got some.
With “Cali” already embedded in the name of their most popular brew that helped pave the way, palm trees on its packaging (see the pic at the top) and going Hollywood with Thor holding a can of Trop' in the Avengers: Endgame, it almost seems like it was their destiny. As a matter of fact, Joe, one half of the Russo brothers who directed Endgame among other blockbusters, has been a huge fan for years and partnering with the brewing company to assist in the upcoming opening. Now that's gangster. Just keep Georgia on your mind, Creature.
It was difficult to honor the embargo for announcing the news, but now I can officially say one thing: Congrats.
The official press release is below with a lot more updates. Cheers!
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ATHENS, Ga., August 11, 2020—Creature Comforts
Brewing Co., one of the fastest growing, respected and recognized new breweries
in the U.S., today announces its expansion to Los Angeles with the planned
opening of a new brewery and taproom. Slated for Summer 2021, it will be
located in City Market South at 1124 San Julian St. in the Fashion District.
This represents the first time that Creature Comforts, founded by the
entrepreneurial trio of David Stein, Adam Beauchamp and Chris Herron, is
expanding beyond its beloved home state of Georgia. The brewery will offer Californians the brand’s
award-winning, finely balanced beers for the very first time. The innovative
brand will be introduced to one of the U.S.’ most trendsetting states with its
own robust craft beer culture.Since launching in 2014 in Athens, Ga., an eclectic
college town east of Atlanta, Creature Comforts has electrified the craft beer
community with its year-round and limited release beers, with beer sales
skyrocketing 2,675 percent since debuting.Creature Comforts is known for its wide range of highly
rated beers, including year-round and seasonal offerings such as Tropicália®
(American IPA), Classic City® Lager (Lager), Athena (Berliner Weisse), Cosmik
Debris® (Double IPA), Bibo® (Pilsner) and others. Limited releases range from
Hazy Double IPAs and Fruited Berliner Weisses to rustic barrel-aged
farmhouse-style ales using locally-sourced ingredients. Creature Comforts’ Los
Angeles brewery will also produce select beers exclusively for the California
market.“Over the years, we have admired the stellar craft
brewing scene in California and its pivotal role in advancing American beer,”
says David Stein, Founder and Co-Owner, Creature Comforts Brewing Co. “We have
collaborated with outstanding brewers in Los Angeles and throughout the state,
and I’m proud to call them my friends. We are committed to both bringing our
beers to California and continuing to build our brand in Georgia, home to our
long-time, loyal fans who have been critical to our success,” adds Stein, a
creative force for the company who plans to relocate to Los Angeles to help
build the brand.A Partnership with Joe Russo: Film Director and
EntrepreneurCreature Comforts’ Los Angeles brewery is a partnership
with Joe Russo, an award-winning film director and entrepreneur. While filming
in Georgia, upon one sip of Tropicália®, he became a genuine fan of Creature
Comforts’ brews. Over time and many conversations over beer, a human bond and a
partnership emerged. Russo has been instrumental in helping the Creature
Comforts team bring their brand to the West Coast. He is sharing his insights
into Los Angeles and his expertise in storytelling and global brand building.A Beer Destination with the Capacity to Produce 3.75
Million Pints a YearOnce constructed, the brewery will include a 3,000-sq.
ft. taproom, a 10,000-sq. ft. production facility and copious outdoor seating.
The brewery will have the capacity to grow production to 15,000 barrels (the
equivalent of nearly 3.75 million pints) annually, with more than two dozen
hires planned. The brewery includes a 15-barrel brewhouse with a mix of
15-barrel and 60-barrel fermenters and brite tanks, a centrifuge and a canning
line.Los Angeles Bubbles to the TopWhen selecting its first market outside of Georgia,
Creature Comforts combined both the founders’ personal desires with an array of
analytics on American cities, including data points such as the number of breweries,
population dynamics, regulatory environment, demographics and more.“Los Angeles stood out because of its large craft beer
community, the success of numerous independent, small craft breweries and
California’s brewery-friendly state laws,” says Chris Herron, CEO and Co-Owner,
Creature Comforts Brewing Co. “The beautiful weather and coastal location were
also factors, since a good number of our beers are great in the warmer months,
and we just really love the beach! Combining those factors with the solid
friendships we have made with some local breweries and the chance to work in
close proximity to Joe and his team, LA became an obvious choice.”Successful Collaborations with Los Angeles and
California BreweriesOver the years, Creature Comforts has collaborated with
breweries in and around Los Angeles, including Highland Park, Modern Times and
Green Cheek, as well as those in other parts of California, including Russian
River, Sierra Nevada, Firestone Walker and Alvarado Street.“We are excited to join the vibrant craft beer scene in
California and plan additional collaborations,” says Adam Beauchamp, Brewmaster
and Co-Owner, Creature Comforts Brewing Co. “While we are delighted to share
many of our core year-round and seasonal beers, we also look forward to
creating unique brews for the Los Angeles community.”Passion & Serendipity Bring an Entrepreneurial
Trio TogetherThe founders of Creature Comforts together shared a love
of craft beer and a long-held dream of opening their own brewery. David Stein
began as a home brewer in college with an unquenchable passion for beer. He
turned pro after years of diligently honing his craft, while creating an
underground brand of beers. He called it “Creature Comforts” to celebrate the
fact that beer itself is a creature comfort.Stein partnered with geneticist turned production brewer
Adam Beauchamp, an accomplished home brewer and friend who worked for
SweetWater Brewing Company. They were joined by sales, finance and business
operations veteran Chris Herron, who dedicated his 12+ year career to the beer
and beverage alcohol industry.At Creature Comforts, the trio would engineer a brewery
that is helping craft beer change the way Americans enjoy beer. The winning
formula is the ability to consistently make finely balanced artisanal brews,
craft innovative flavors that drinkers crave, embrace authentic branding and
create lasting impact in the community through forward-thinking initiatives.A Brand Inspired by Curiosity, Empathy and
SustainabilityCreature Comforts celebrates the journey of being
curious, pursuing one’s passion, working hard, finding happiness and,
ultimately, enjoying the creature comforts of life. Its culture is deeply
collaborative and empathetic, offering beers that are innovative, yet authentic.
Creature Comforts also embraces eco-friendly practices.An Award-Winning Brewery in Athens, Ga.Since launching in 2014, Creature Comforts has embraced
brewing beers that are innovative and balanced. For example, Tropicália® was on
the front end of the less bitter IPA trend and focused more on the citrus and
tropical aromatics from the hops. Beer fans and critics alike responded
enthusiastically, both in their home base of Athens, Ga., and throughout the
state. Their beers are frequently crowned as the best in their category and the
brewery the best in Georgia. As a result of their success, Creature Comforts
opened their second production brewery in 2018 to keep up with demand. The
world class brewery houses top-of-the-line brewing equipment, a full science
lab and a canning line capable of filling 280 cans per minute.Charitable Initiatives Generate $2 Million of Value
and Major Community ImpactCreature Comforts’ purpose is to foster human connection
and sees its beer as a means of creating these ties. One of the company’s
values is to “Make It Better” and, as such, the company is deeply committed to
ensuring its local community is better because Creature Comforts is there. Its
groundbreaking strategic impact programs, “Get Comfortable,” targeting those
most in need, “Get Artistic,” supporting the arts, and “Brew For One,” an
annual beer initiative helping one worthy individual, have generated $2 million
of value for the Athens, Ga. community. These programs will also be a force for
good in Los Angeles when the new brewery and taproom open in Summer 2021.Pivoting During COVID-19 and Staying True to the
Company’s ValuesDuring the pandemic, the brand leaned into its core
values, such as “Make It Better,” “Leave a Legacy,” and “People over Products.”
The result was nimbly pivoting to offer drive-through pickup of select beers to
satisfy thirsty locals and beginning production of hand sanitizer, for which
they donated over 1,000 bottles to 37 nonprofit partner organizations at no
cost. The brewery also distributed $135,000 through its “Get Comfortable” fund
to local nonprofits and participated in a global brewing collaboration that
supported service industry workers.Making Beer Sustainably in Athens, Ga.Creature Comforts embraces eco-friendly practices to
minimize power usage and waste. This includes using solar power for 70 percent
of the brewery’s needs and extensive LED lighting. Highly-efficient, fully
automatic brewing equipment also economizes energy use, as does heat recovery
in the brewhouse. In addition, spent grain goes to local cattle farms,
resulting in a 99 percent total waste diversion from landfills.A Serendipitous Tasting by an Award-Winning Film
Director & EntrepreneurCall it fate or pre-destiny, award-winning film director
Joe Russo was in Atlanta shooting the blockbuster Avengers: Infinity War. Joe’s
assistant at the time, a Georgia native, brought his attention to Tropicália®,
Creature Comforts’ flagship brew that famously sold out within an hour of
hitting store shelves when it launched. On his first sip, Russo was immediately
hooked and became the ultimate fan, along with his cast and team. The
production crew regularly waited in line to purchase six-packs that they then
brought back to the set. Russo, who is always seeking new creative talent to
celebrate, set out to meet Creature Comforts’ founders. Upon sharing meals and
beers together, he discovered the great people behind the excellent brewery
that he adored.From Athens, Ga., to the Pinnacle of Movie HistoryTo salute Creature Comforts’ behind-the-scenes role in
the filmmaking process, Russo gave their Tropicália® and Athena beers a cameo
in Avengers: Endgame, which had the most successful box office debut in
history. In the film, the brews are enjoyed by no less than Thor, the heroic
lead character played by Chris Hemsworth. Russo has a calling for finding
amazing individuals who are outstanding at their craft and spotlighting their
creations. Back in Los Angeles, Serendipity Strikes Again and a
Partnership EmergesUpon returning to Los Angeles, Russo serendipitously
discovered a space in the same development as his AGBO production company that
was zoned for a brewery. He knew that Creature Comforts had an eye on the city
as an expansion market and reached out to the team. Over time, many
conversations and beers, they decided to collaborate and build a Creature
Comforts brewery in Los Angeles. The goal of the partnership is simply to
empower the Creature Comforts team to succeed in their first expansion and help
expose more people to this top-quality beer.“Creature Comforts beers are some of the best I've ever
had,” says Russo. “I was taken by the beers on their own, but when I met the
team behind the brews, their standards as great human beings matched their
standards as exceptional beer makers. I fell in love with their work ethic and
their caring attitude towards their customers and employees, as well as their
commitment to social causes. I think people in LA are going to value the way
Creature Comforts builds community. Equally important, they're going to love
the beer as much as I do.”
ABOUT CREATURE COMFORTS BREWING COMPANY
Creature Comforts is an Athens, Georgia based brewery
offering finely balanced artisanal beers. Since opening its doors in April
2014, Creature Comforts has made an imprint in the craft beer community with
its award-winning, year-round and limited release beers. Committed to its local
community, Creature Comforts has generated over $2 million of value for Athens
through its “Get Comfortable,” “Get Artistic” and “Brew For One” programs. The
company will be opening a brewery and taproom in Los Angeles in Summer 2021. To
learn more about Creature Comforts, visit www.creaturecomfortsbeer.com
and follow the company on Facebook at https://www.facebook.com/CreatureComfortsBeer/,
Instagram at @creaturecomfortsbeer
and Twitter at @creaturebeer.
