Saturday, April 9, 2011

Wolverine State Brewing Co. comes fully into its - and our - own

People driving by 2019 West Stadium on Ann Arbor's west side might not suspect that a whole lot of great beer is being brewed in that former warehouse tucked behind Comerica Bank, Great Lakes Cycling and Fitness, Advantage Sports, and Big Georges. Those people might not know that if they just turn into the driveway and pull to the back, they'll be greeted by a large, inviting tap room decked out in love for our state and its craft beer industry, a tap room where delicious beer is being poured by a friendly, knowledgable staff. People might miss out on the glimpse of a gleaming brewhouse in the back, or on the experience of sitting at the long, hand made bar or at one of the many tables decorated with maps of Michigan or in one of the easy chairs or sofas around a low table. They might not get to play some foosball or darts or just hang out, perhaps using the free wi-fi while sampling some beer and snacks or maybe eating more substantial food that they brought or ordered in. In other words, all of those folks driving by on Stadium will miss out on something wonderful.

Wolverine State Brewing Co. specializes in lager brewing, and lagers take time to produce. Unlike relatively warm-fermenting ales that can be ready to drink rather quickly, lagers are fermented with yeast that like colder temperatures and take their sweet time to ferment the beer. They then go into cold storage for a long maturation. That cold storage is called lagering, and the whole long process yields brews that are crisp and clean and have gorgeous clarity, the qualities for which lagers are known and prized.

One of many gorgeous beers at Wolverine
In contrast to the slow process of lager production, Wolverine has matured as a business at an astonishing rate. Sales have increased 500% since the November, 2010, tap room opening, and the brewery recently added two new ten-barrel fermentation tanks and a conditioning tank. Oh, and how about the new bottling line, which will soon be putting out bottles of Wolverine Premium Lager (starting in June), Wolverine Dark Lager (September), and the seasonal Wolverine Winter Lager (November)? Not only will that mean that more Wolverine beers will be distributed in bottles, but also that bottled Wolverine will no longer be contract-brewed but will be made right here in Ann Arbor, with full production control in the capable hands of brewer Oliver Roberts. The company is a full year ahead of schedule in its business growth, and sales are conservatively projected to be 800 barrels in 2011, up from distribution of 150-200 barrels of the contract brewed Wolverine Premium. If you go out to area restaurants and bars, you may have noticed that Wolverine tap handles are appearing in more and more establishments.

Rex Halfpenny, Matt Roy, and Oliver Roberts address the crowd
Wolverine has also come into its own as a community gathering place, with the taproom becoming what a great pub should be: a friendly place to be, a place that embraces its community and is embraced in turn, a place of camaraderie and good times, big events and small evenings.

I had the pleasure of attending the tap room's first beer dinner on April 3, and I can sum it up by saying: Let it be the first of many! The "Beer Bellies" dinner featured delicious Southern food thoughtfully paired with Wolverine's terrific brews, and it was emceed by Michigan beer guru Rex Halfpenny - the force behind the Michigan Beer Guide - along with Wolverine owners Matt Roy and E.T. Crowe and brewer Oliver Roberts. Happy patrons sat at long tables, connecting with old friends and meeting new ones, and the family-style service was invitingly casual and comfortable. The event epitomized what I love about the beer community and the idea of the "shared table," which I've written about before.

Getting ready to fill our "Beer Bellies"
I've also been at Wolverine on quiet afternoons, drinking some beer and chatting with folks or just working on my computer, and watching as representatives of groups or clubs stopped by to check out the tap room as a possible meeting place. I've seen Oliver talking about the beers - education helps bring people into the craft beer fold - taking the time to explain what they are all about. I've seen Pilar's Tamales set up and trivia night getting under way. I've seen people come in solo and in couples and groups, standing room only crowds and calmer times. I've seen a lot of happy folks drinking beer and hanging out, totally comfortable to just be there. In other words, I've seen Wolverine be a place that has thrown itself open to the community, an example of what the best pubs offer, and the community has adopted the place as its own.

I'm thrilled about Wolverine's business success, and I congratulate the entire Wolverine team for it. Perhaps I'm most thrilled about Wolverine's success because it flows directly from its coming into its own as a community place - our place - and that's priceless.

2 comments:

  1. THANKS JOSH! We are thrilled (and at times, humbled and other times terrified) by our success. But as I said at the Beer Bellies Dinner, we would be nothing and nowhere without folks like you--who love good beer!
    cheers
    ET

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  2. Love the blog! We all LOVE our beer! Keep up the great work, I'm sure you are aware that beer is in fact VERY healthy for a person, when consumed in moderation. If you're ever interested in the health benefits of beer and fitness, feel free to visit this pretty cool website: www.beerandbody.com. It's got some great fitness tips for beer lovers!

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