Deschutes Brewery Amps Up Marketing for East Coast Growth

deschutes brewery

With a new brewery to be built starting in 2019 and operational by 2021 in Roanoke, Virginia, Deschutes Brewery is making sure that East Coast consumers know the brand name well by then.

The Bend, Oregon-based brewery has plans to begin distribution of its products in parts of Virginia in August while also putting Roanoke on its list of cities for its “Street Pub” tour.

“We know that there are a lot of people interested in having access to our beer,” said founder Gary Fish in a recent interview with Brewer Magazine.

Currently, Deschutes ships beer to 28 states, the District of Columbia, and internationally from its main brewing facility located in Bend.

The brewery recently announced that it will use Blue Ridge Beverage Company, which is headquartered in the Roanoke Valley, for distribution to 49 counties and 17 cities in southwest and central Virginia beginning in August.

The initial plan is to have flagships “Mirror Pond” Pale Ale, “Black Butte” Porter, “Fresh Squeezed” IPA, “Pinedrops” IPA, as well as a new seasonal, “Hop Slice” Session IPA, along with the brewery’s variety 12-packs.


“We’re excited to partner with a family-owned and managed organization that calls the Roanoke Valley home,” said Stacy Denbow, business development director for Deschutes in a prepared statement. “They have a tremendous track record of charitable-giving and public service that enhances the overall quality of life in this region, something that’s very important to our core values at Deschutes Brewery.”

To further the introduction to potential new consumers, Deschutes will bring its annual “Street Pub” tour to Roanoke on August 27.

Deschutes works with local nonprofits to raise funds and gives 100 percent of the proceeds to aid their mission.

Not only will there be a huge selection of Deschutes beers flowing, but there are culinary works also. Deschutes’ corporate executive chef, Jeff Usinowicz, is teaming up with local chefs and restaurants at each stop to create dishes that complement the many beers being served.

Deschutes is also holding Street Pub events in Philadelphia; Columbus, Ohio; Chicago; Minneapolis-St. Paul, Minnesota; and Sacramento, California.

After months of speculation of which East Coast city would become the second home to Deschutes, the brewery selected Roanoke on March 22 based on several criteria including a culture and community that fit well with the brewery’s decades-deep roots.

“If you spend any time here. the people are terrific, they are thirsty and it’s a very involved community with a lot of opportunity here,” Fish said. “The people have been so warm and welcoming that we are excited to call Roanoke our east coast home.”

The Roanoke production facility, being built at an estimated cost of $85 million, will be located at the eastern edge of Roanoke. Eventually, 108 new jobs will be created for the region, and the new brewery will produce approximately 150,000 barrels to start, with a design to increase capacity as needed.

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