Not-So-Hostile Takeover
Taprooms, craft beer bars, and beer-themed restaurants often host something called a “Tap Takeover.” Typically, the establishment will work out a deal with a craft beer producer and relinquish several (sometimes all, if the place is small) of their beer taps to the visiting brewer. It’s a bit of a party usually; hats, T-shirts, key-chains and other swag are given away or raffled off during the festivities. Customers get to hobnob with maybe the brewer or owner of the visiting producer and it can be an interesting little meet-and-greet. It’s a PR promo deal for the brewer and an event for the host to attract beergoers that might also be fans of the visiting beer outfit.
Today, at Belmont Brew House, Pfriem Brewing of Hood River, OR was taking over some of Bob’s taps, and several of the Pfriem “family” were attending, representing.
Pfriem, Great beer from ‘the Hood’
In my craft beer escapades, or at least experience, Pfriem is one of the dozen or so regional brewers that I recognize and trust. Meaning, if I see one of their beers on tap at a restaurant I’m visiting, it will for sure be on my short list to accompany my burger or steak I just ordered. Particularly, their hoppy beers. Their Pale ale is terrific, as well as their IPAs, of which there are several variants and iterations. On a commercial scale, there must be a trick, technique, or method that just captures the hop character. Bitterness, sharp citrusy flavors, smooth deep piney notes, and blending these all together just right. Pfriem does it, and does it well. That said though, half or more of their total production is actually lagers. The Pilsner is even their top-selling brand overall. Two very different beer styles, each done very well, at a commercial production scale, is impressive, I have to say.
The minute I arrived, I ordered the Pfriem Pale, a slightly hazy, light golden pour. Modest, fine off-white head and lovely floral and fresh, light citrusy hop aromas and flavors. Smooth, light-bodied, and overall pleasant beer. I have to say it paired well with my pizza, which I managed to eat all of..by myself. But we’re not talking about that. There was a general party atmosphere in the place. It also happened to be “Trivia Night,” which just added to the shenanigans.
pFriem pFamily
The Pfriem crew had already taken up one of the long tables by the time I got there, and they had no trouble powering through the pizzas they were set up with. A little later got a chance to say hi to a few of them. (The Pfriem visitors…not the pizzas.) Rudy Kellner, Pfriem’s CEO, and I got to chat a bit. I didn’t get a chance to ask him any deep, interesting questions about Pfriem’s history, direction, or growing role in the craft beerniverse. He just mostly shared how much he cared about the Hood River community and spoke fondly of the other brewies in the area. Spotlighting a concept I see again and again about “competing” breweries that are actually in more of a full-time collaboration with one another in the industry, rather than straight competition.
Rudy, Josh Pfriem, and Ken Whiteman started it all 14 or so years ago. Josh, the brewing brains behind Pfriem (at least in the early days) had some of his first commercial experience at Chuckanut Brewing’s early days in Bellingham, WA. My old stomping grounds.
It was a ton of fun; Bob and Chris Belmont always seem to have things happening at their place, and this was a great one. My article about their opening here in the Boise area is here. If you are a fan of craft beer and fun times, find a “Tap Takeover” in your area or check with your favorite beer spot and ask when their next one is. If you’re lucky, it might just be Rudy, Ken, and Josh proselytizing Pfriem’s vision of craft beer.
-Cheers
