Urban Chestnut Brewing has entered a new phase of growth and reinvention following a strategic investment and leadership shift. Since welcoming partner Brian Travers last fall, the St. Louis-based brewery has launched a series of capital improvements across its two locations: Midtown Brewery & Biergarten and Grove Brewery & Bierhall.
These updates include revitalized customer spaces, a forthcoming spirits program, and expanded private event offerings. Paired with enhanced production capabilities and a bolstered sales team, the move hopes to mark the beginning of a broader, long-term vision to reassert Urban Chestnut’s leadership in the market.
As this first phase of changes unfolds, Travers sees Urban Chestnut positioning itself not just as a longstanding heritage brand in the St. Louis beer scene but as a modern hospitality and beverage company prepared to meet evolving consumer demands. These are not just cosmetic changes, Travers insists; instead, they’re foundational shifts toward a more agile, diversified, and customer-centric brewery.
This goes beyond the recent acquisition of the O’Fallon Brewery brand as well.
According to Travers, many of these changes stem directly from customer feedback.
“We have always considered the input and feedback of our customers, and the recent renovations are a reflection of the same,” he said.
That responsiveness is especially evident in the introduction of a new spirits program, aimed at complementing — but not competing with — Urban Chestnut’s core beer offerings.
“Beer will continue to be our primary focus,” he pointed out, “but we like the variety of spirits and the flexibility it provides to our non-beer-drinking guests.”
The company’s increased focus on private events also reflects changing consumer behaviors and a recognition of untapped opportunities in the local hospitality market.
“We are investing in updates to our various event spaces, and while they are regularly used, we see opportunity in the market,” Travers said.
To support this push, UCBC has hired a dedicated director of private guest events, reinforcing its intent to serve as a premier venue for gatherings.
“Private events also provide a great avenue for introducing Urban Chestnut to people who may be unfamiliar with who we are,” he said.
Behind the scenes, the brewery is also ramping up innovation. Travers noted that Urban Chestnut is enhancing its production and packaging infrastructure to allow for expanded SKUs and formats. One example: 12-ounce bottles, a format new to the brewery, will soon be available. While Travers was tight-lipped on the exact lineup, he hinted at new styles and product types that align with emerging market trends.
“We are going to be focusing on styles and innovations in spaces where we see opportunities for Urban Chestnut,” he told Brewer Mag.
In the wholesale and retail sectors, UCBC is reinforcing its commitment by “getting back to the basics.” This includes placing more sales professionals in key markets and equipping the team with new tools like VIP and CRM platforms to strengthen both customer relationships and internal data management.
READ MORE: Urban Chestnut Acquires O’Fallon Brewery Brands
“These reps’ primary focus will be partnering with our customers, but we will also be working to engage more directly with the beer drinkers,” he said.
To measure the impact of these investments, the brewery will rely on conventional performance metrics, including volume, points of distribution, and consumer sales data. Internally, UCBC has undertaken structural changes to streamline operations and support these growth initiatives. A little restructuring to centralize management, filling in some production roles, and a significant investment in our sales team outlines a recalibration that balances the brewery’s legacy along with forward momentum.
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