Dust Bowl Brewing Co. is expanding again. The company sent word that it plans to open a taproom in Monterey, Calif., — its third taproom — in the first quarter of 2019. The popular coastal tourist destination is two hours southwest of the brewery’s Turlock, Calif., location.
Here’s owner and founder Brett Tate on why they chose this new location:
“We’ve been researching potential satellite locations for quite some time. The Monterey Peninsula really got us excited. It meets our criteria on so many levels. There’s a growing craft culture in the area, but it’s not overly saturated. The demographic is ideal — Monterey County has a population of 438,000 residents, while the coastal region attracts over three million tourists annually. The more consumers who are exposed to your brand, the better. The taproom setting allows a greater level of brand engagement and consumer interaction, which leads to increased sales in the more traditional off-premise and on-premise sectors.”
“Growing our footprint is strategic to our sustainability,” added business partner Brett Honoré. “Like so many other craft brewers have come to understand, we can’t rely solely on traditional growth through the three-tier distribution system. You have to be open to other strategies that make business sense. We believe our investment in satellite taprooms will help grow our wholesaler network — it’s a win-win. Increased production from the brewery helps our efficiencies as well.”
Features of the new spot
Ideally located next to Fisherman’s Wharf, the stand-alone building was originally built in 1874 as a train depot. It is situated on the Monterey Bay Coastal Recreation Trail, which runs from Pacific Grove to Castroville and offers panoramic ocean views from the patio.
To be known as the Dust Bowl Brewing Co. Tap House, the location offers 3,600 sq ft of interior space and 1,700 sq ft on the back patio. Current plans include 24 tap lines, featuring a wide range of Dust Bowl beers. Growlers and Crowlers will be sold, offering fresh, draft beer to go.
Communal-style seating will be featured throughout coupled with bar seating. The patio will offer ample heating and multiple fire pits enabling patrons to enjoy the beautiful outdoor setting year-round. The patio will also offer cornhole and other outdoor games. The décor will play into the rich Monterey references of acclaimed author, John Steinbeck, which ties so well with the Dust Bowl Brewing brand story.
Oversized historic images will flank the walls along with custom industrial finishes on the furnishings. A small area will offer retail items, such as tees, hats and glassware. Plans also include a reach-in cold box for packaged beer to go.
Additionally, Monterey is a popular day and weekend getaway destination for Central Valley natives.