Water may be the cheapest ingredient in a brewery’s budget, but for Fort George Brewery, it’s the most valuable. The Astoria, Oregon, brewery has released a new Pilsner brand based not just on a classic Czech recipe, but on a water profile that mirrors the legendary brewing conditions of Pilsen itself. The brewery looks to turn a geographic advantage into both a flavor driver and a marketing asset.
“The main ingredient in beer is water,” the brewery wrote in a recent press release which included a link to its blog that laid its case out even further. “Our beer starts and ends with Astoria water.”
That single-source supply comes from the Bear Creek Watershed, a 3,700-acre protected forest that has furnished Astoria with slow-sand filtered drinking water since 1936. Fort George describes it as “soft, neutral and balanced – the perfect water for a Pilsner.”
The brewery’s approach to this new Pilsner release — which showcases just the style name alone as the brand name — isn’t simply about honoring tradition. It’s about leveraging regional resources to create a beer that can be marketed as both authentic and place-based.
“Astoria, like Pilsen, lies at the confluence of a multitude of rivers and streams, under a blanket of temperate weather, surrounded by forests,” the brewery wrote. “We crafted Pilsner to showcase the unique qualities of our water and our region.”
For breweries considering how to differentiate there are two things of interest here. First, ingredient provenance can be more than a brewing note — it can be a story that resonates with consumers. Fort George draws a direct line between its soft water profile and the historic brewing conditions in Pilsen, where that first golden Lager of its kind were made. It also ties in product identity to local geography and can reinforce brand authenticity while offering endless storytelling opportunities.
The marketing potential could be significant. Fort George’s Pilsner branding aligns its product with the “quality and tradition of Pilsner” while adding “the spirit of Fort George,” as was stated.
The beer is brewed with Noble hops and Pilsner malt, but the messaging continually comes back to water.
“Our water, already delicious and balanced straight out of the tap, recalls the quality of the water that inspired the original brewers of Pilsner,” the brewery wrote.
That origin narrative not only appeals to beer enthusiasts but also positions the brewery for sustainable brand loyalty. With 1% of proceeds from its 12-ounce cans going to local environmental nonprofits through 1% for the Planet, Fort George extends the water story beyond the glass and into community impact.
READ MORE: Fort George Completes Largest Solar Installation on Oregon Coast
The brewery’s investment in “the long, slow, cool fermentation process that a great Pilsner requires” also signals a commitment to technical precision — another message that can reinforce a premium brand position.
“Sometimes, to make something new, you have to make something old,” the brewery said.
Fort George’s Pilsner offers a great example of grounding your recipe in a genuine regional attribute, connectting that attribute to a globally recognized tradition, and making the story inseparable from the product.
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