The Bruery Switches Marketing Focus with Two Facilities, Brands

One brewhouse, two facilities, two brands, unlimited possibilities.

That’s what Patrick Rue, owner and founder of The Bruery did to help expand the brewery’s brand in California and across its territory of 30 states.

The opening of the Bruery Terreux tasting room in Anaheim this summer has helped the brewery known for sours and wild ales to be able to split its beer styles into segments that help consumers determine what they want to focus on.

The original Bruery, located in Placentia, California, will focus on high-gravity, experimental, and “intense flavor” beers while Bruery Terreux in Anaheim will have the sour and wild ale releases.

The split which began in April, 2015 was two-fold, said Rue. The new facility was a former warehouse that was holding all of the barrel-aged beers, which are brewed at the original site. Rue said that quality concerns of having certain microbes and organisms near each other and especially near the brewhouse wasn’t a great idea and decided that splitting the brands and giving the wild and sour ales its own venue would work in expanding the brand.

“It made sense from a marketing aspect,” he said.

He added that since opening Bruery Terreux that the quality is higher than ever before.

“People are starting to understand what we are doing now that the tasting room is open,” he said. “Now they can see the barrels and see what’s happening there. It’s exciting and educational for them.”

Using 1,700 oak barrels and two 250-barrel oak foeders, which officials believe are the largest in the country, The Bruery can continue to push the envelope in what they like to make.

Rue said overall capacity won’t increase much, perhaps 2,500-3,000 BBLS, putting the total output to about 14,000 BBLs this year. The increase will be for current products and Rue doesn’t foresee any new releases on the horizon. The Bruery has released more than 80 brands in the past few years.

“I would love to [release more], but I don’t think we want to make our customers have to think too hard about what to buy,” he said. “When you release too much, they have to make choices on what to buy.”