Asbury Park Brewery is marking its 10th anniversary this month, but the milestone also offers a chance to look at how the business has changed since opening its original location in 2016.
After closing that location during the pandemic and eventually reopening downtown on Cookman Avenue in 2024, founder Bob McLynn said the brewery has benefited from increased foot traffic, a stronger connection with neighboring businesses and an expanded ability to use live events and other programming to bring people into the taproom.
As the brewery looks toward its next decade, McLynn said the focus is on growing its presence throughout New Jersey while continuing to adapt to changing consumer preferences.
Bob McLynn, founder, Asbury Park Brewery — Asbury Park, New Jersey
BREWER: The brewery has gone through some significant changes over its 10 years, including closing the original location in 2020 and reopening on Cookman Ave. in 2024. How has that experience changed the way you approach running the brewery today?
McLYNN: Yes we had to close during Covid but were still making beer at the original location until we opened on Cookman. The main change is having the tap room right in downtown Asbury. The foot traffic has brought a whole new set of people into our doors that may not have found us at the old warehouse. Also since the change in the liquor laws we are able to have live music more frequently.
BREWER: Since reopening, you’ve leaned heavily into live music (we talked with GM Brian Durand about this on our podcast a few years back), comedy, open mic nights, community organizations and other programming. How do you evaluate which events and activities are worth investing time and resources into, and what role do they play in the brewery’s overall business strategy?
McLYNN: It’s a great help for traffic in the taproom. We have both local and touring acts come through, Jon Stewart actually played his band’s first show in our place. We try to bring in stuff that fits with our brand. For example, we’ve been doing tattoo nights at the brewery where different artists will come in and tattoo our patrons.
BREWER: The brewery has become increasingly integrated into the local community. How important has that relationship been to the brewery’s ability to rebuild its customer base and establish itself at the new location?
McLYNN: So important. Asbury Park is our lifeblood. All of the local bars, restaurants and stores are what helped us get established and help keep our base strong. By moving downtown I think we are able to help the other businesses around us. People will come in for beer, then go to a restaurant for dinner, or go to all the shops right around us.
BREWER: Looking at the business today compared with where it was five to 10 years ago, where are you seeing the biggest opportunities for growth, and how are you planning to pursue them?
McLYNN: We are doubling down in New Jersey. People want local beer and New Jersey is our home. We have much room for growth throughout the state.
BREWER: What is one business decision or change you’ve made since reopening in 2024 that has had a meaningful impact on the brewery, either financially, operationally or in how customers engage with the business? What did you learn from it?
McLYNN: Brian Durand is now General Manager at the brewery since the pandemic. He came from our main distributor Shore Point, so it has been a big help having someone with that sales knowledge at the helm.
BREWER: As you look beyond the 10-year anniversary and toward the next several years, what is the biggest business priority for the brewery, and what do you think the brewery needs to do differently to remain relevant and sustainable?
McLYNN: Just to keep growing. One beer I’m very excited we just came out with is our Low Rider. There has been a big movement toward NA beer and healthier options. We’re not looking to compete in the NA space. However Low Rider is a low ABV beer at 2.5% and 89 calories. Perfect if you don’t want to get tipsy after having a few, but still want to drink real beer. I think the taste and body of this beer rivals other beers with twice the alcohol.
