This summer, Alewerks Brewing Co. plans to open a satellite tasting room and store in the Williamsburg Premium Outlets close to its Ewell Industrial Park facility.
“This expansion allows us to reach an audience that might not gravitate towards Alewerks or craft beer,” Alewerks Managing Director and Brewmaster Geoff Logan said. “And for those who do know and love craft beer, this location will be a great place to learn, grab a beer and decide which six-pack you want to bring home after a long day of shopping.”
The open concept, 3,000-square-foot space will offer 10 Alewerks beers on tap, high-top seating, retail merchandise and a small three-barrel brewing system to educate folks on the brewing process, Logan said. That system allows Alewerks to get more creative in making smaller batches and limited release brews that can be event-specific.
The store is expected to open in August with micro-brewing to start later, said Michael Claar, Alewerks director of operations. The 11-year-old brewery will keep new releases, entertainment and community events at its main facility, but shoppers can fill up growlers or buy six-packs or individual bottles at the outlet store. The tasting room will also offer non-alcoholic beverages and snacks.
"After a long day of shopping and saving at our sought-after outlet retailers, guests can unwind and enjoy local sips with friends, coworkers and loved ones," Williamsburg Premium Outlets General Manager Brandy Coffee said. "We are delighted to host the second arm of this local brewery that is already well-loved in the community.”
Alewerks increased its brewing capacity in the past 18 months to keep up with demand and recently finished a rebranding process, Claar said. The business also expanded its sales team and is more aggressively marketing throughout Virginia and in the Washington, D.C. area, he said. Alewerks is also known locally for supplying multiple specialty brews for Colonial Williamsburg.
“Our reputation has been growing,” Claar said.