Former downtown chief to open Hollister Brewing Co.
Beer drinkers in Hollister and the rest of San Benito County
will soon enjoy a new brew gracing the shelves of liquor stores
throughout the region when the resurrected Hollister Brewing Co.
opens as soon as this spring.
When former Hollister Downtown Association chief Dan Craig
decided to buy brewing equipment from San Andreas Brewing Co. when
it was sold this past fall, he decided that he wanted to create a
product that captures Hollister’s rich history and promotes the
area.
Former downtown chief to open Hollister Brewing Co.
Beer drinkers in Hollister and the rest of San Benito County will soon enjoy a new brew gracing the shelves of liquor stores throughout the region when the resurrected Hollister Brewing Co. opens as soon as this spring.
When former Hollister Downtown Association chief Dan Craig decided to buy brewing equipment from San Andreas Brewing Co. when it was sold this past fall, he decided that he wanted to create a product that captures Hollister’s rich history and promotes the area.
Craig had approached the owner of San Andreas Brewing Co., Bill Millar, about purchasing the brewery previously, but had not wanted to operate a restaurant, so his interest faded. When Millar finally decided to sell the restaurant separately, he approached Craig about purchasing the brewing equipment.
Craig says that he hopes to have the equipment moved within a few weeks and will likely open the business in the spring.
Though Craig had no previous experience brewing beer, he’s been drinking it long enough to know what he enjoys.
“I knew this could be a very interesting and fun business. It’s a creative enterprise; you have to be unique and have good marketing. Our packaging goal is to have the highest quality specialty ales and the freshest ingredients. This type of business also needs a top-notch marketing team, which is why we recruited Kim Bush.”
Bush has a background as an executive recruiter back East and has worked as the marketing chair for the Poppy Jasper Film Festival in Morgan Hill. She owns her own video production company. This is her first venture into the realm of marketing beer.
Craig said that once the principal members were recruited they decided on the focus of their product.
“We’re looking at maybe a ‘Colonel Hollister Imperial Stout’ [named for the Colonel that discovered Hollister] and a ‘Lucy Brown Ale’ [named for his sister] and a ‘Three Sisters IPA’, [India Pale Ale — named for the three peaks of the Diablo Mountain Range]. We also plan to have seasonals that will incorporate local fruits. Using the agricultural roots of the town, we plan to aim for some unique flavors, maybe a cherry ale.”
Craig, who will also serve as the chief executive of the company, said that eventually they might even like to get into farming their own grain.
Craig remains mysterious about a few details of his project. He is not yet ready to reveal the location of the brewery.
Millar’s restaurant has been purchased by a sushi restaurant.
“We’re really excited about our new location, but we’re not ready to divulge it yet,” Craig said.
He’s also tight-lipped about his new brew master and said he wishes to remain anonymous until things are more in place.
“I’ve seen a lot of interest in this industry and I’m always looking for new, different, unique businesses,” he said.
Craig’s background in business and marketing has enhanced his ability to spot business opportunities. He’s currently the executive director of the Morgan Hill Downtown Association and is the former executive director of the Hollister Downtown Association.
“My work has been with downtown associations for 18 years, so I have a lot of knowledge of why businesses fail. But most of all, this just looks like a lot of fun.”
Another reason he said he got into the business is the potential for expansion.
“There are a lot of resources in this area,” he said. “That’s the reason I went into this business, because I knew I’d have a lot of contacts.”
Initially the operation will be a brew-house distributor. It may eventually have on-site sales and possibly a tasting room, but initially it will sell to mostly bars and restaurants.
“Our goal is to have every bar and restaurant in San Benito County carry our beer,” said Bush, who is the marketing director for the company.
The company has been visiting various microbreweries around the Bay Area to find their inspiration and have discovered that there is a fraternity amongst microbrewers.
“It’s a tight group and we’ve consulted with them somewhat,” Bush said. “Everyone has been very helpful.”
