In name alone, Park City isn’t a new brewery to area Utah consumers. Launched initially as Park City Brewery in 2015, that incarnation closed its taproom in 2019 and this week announced the new Park City Brewing Company under new management, led by President and Director of Operations Jeff Tito and Head Brewer Mike Perine.
Tito told Brewer that having a known brand name gives this new company the ability to tie into the local component.
“It allows us to have a lot of great conversations with bars and taverns and discuss how we have improved the brand for our consumers and re-engineered everything to exceed their needs,” Tito said.
Perine was previously the head brewer and barrel manager at Real Ale in Austin, Texas. Tito tells Brewer that 15 months ago they hired him to start the creation of Park City.
“Mike is inspired by unique flavors, which means our customers will never get bored with his beers,” Tito said. “Mike and I have spent a lot of time talking through each brewing, the vision for the brand, and the liquids we want to make on a consistent basis.
“With the way things were in the past, we just want to ensure our customers that we make really good beer that is consistent and delicious.”
In terms of the old brand, they have created a clean-cut, and Tito said they don’t plan on merging the old story or outlook into any of the rebrand efforts.
“The new Park City Brewing beers will all tie to certain aspects of the Park City area and community with stories on the back of each namesake,” he explained.
Tito feels that the pandemic created a gap that allowed the new brand to make sure any old marketing, cans, or POS pieces were pulled, leaving nothing out in the market on the old brand.
“After pulling, we did not brew again until after over a year, allowing us to pause and recalibrate before launching the new Park City Brewing brand,” he said.
When the company was purchased in 2020 all equipment, assets, and brand name were transferred to the new company. However, with a complete rebrand, there will be certain branded equipment that will not be used.
The list of Park City Brewing beers includes Siren’s Call American Lager, Powder Buoy Pilsner, Sneaker Tree IPA, Silver Creekwater Amber Lager, and Gold Town Pale Ale.
“Each core beer boasts consistent, fresh, balanced flavors, with a story of its namesake and inspiration,” Tito said. Seasonal and limited-edition batches will be available near the end of 2021.
“My personal favorite of our five core beers is our Sirens Call American Lager,” Tito said. “I cannot wait to be able to produce it on a large scale because it’s sure to be a home run.”
Each brand, Tito said, must create the standard core beers as a consumer would want to see. “We want to be innovative, different, and a standout selection, among others,” Tito said.
The company is currently contracting with Uinta Brewing in Salt Lake City, with hopes to launch its brewery and taproom by the end of the year.
“We are supervising, tasting, and validating each batch before it is distributed and have a great line of communication with [Uinta] in every step of the process,” Tito said. “As soon as our brewery is built, we will begin the transfer process.”
Each month the team plans to release a single batch of unique seasonal beer and allow locals to taste and provide feedback on the spot. In addition to the Park City location opening in December 2021, the company plans to open a second location in Salt Lake City, Utah in 2022.
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