White Lion getting closer to its goalsDate: 10/26/2017 SPRINGFIELD – While complications have presented themselves, White Lion Brewing Company and its president remain motivated to meet the primary goal of building a brewing and pouring facility in downtown Springfield.
In March, White Lion President Ray Berry and head brewer Mike Yates told Reminder Publications that the company had identified a site in downtown Springfield to build a brew house and taproom. The goal, he said, was to open the taproom by “early summer” while the brew house was being constructed.
Now that autumn has begun to set in, no such establishment exists, but Berry said he remains committed to the concept.
“We have a deposit on the downtown site while we continue to explore the feasibility,” he said.
Berry said the biggest challenge presented by the preferred property is what he described as a “plumbing issue,” which has put the design and construction phases of the project on hold.
“That’s the only hiccup. That’s the only hurdle that we’re looking at right now,” he said. “If not for that, we’d be presenting conceptual designs and the location to the city.”
In August White Lion contracted Austin Design Inc., who has extensive experience with brewing facilities in Massachusetts, including the Northampton Brewery, Tree House Brewing Company in Charlton, Lord Hobo Brewing Company in Woburn. Berry explained Austin Design was charged with coming up with “feasible solutions” to the plumbing question that could make sense.
Once those recommendations are made, they will be presented to the owner of the building, who will have the option to accept or reject the proposal. White Lion is awaiting those recommendations, which have been delayed due to Austin Design’s own relocation to a new office.
In the meantime, while the downtown location remains a priority, White Lion is working to identify a backup plan. The company’s possible contingency plan is within the city, but not downtown.
“A strong possibility as a plan B is Gasoline Alley near the old Artifact Cider space,” Berry said.
The mill building complex on Albany Street in the McKnight Neighborhood has proved to be a valued multi-use facility, playing host to the micro-cidery, a salon and even Urban Artisan Farm, a hydroponics facility.
The complication with the brewing facility hasn’t stopped White Lion from aggressively marketing itself not just in Western Massachusetts, but throughout the state.
In fact, Berry said the company has been extremely successful with its efforts to expand to eastern parts of the state, making its presence felt through with self-distribution as opposed to using the strength of local distributors, as was the company’s original strategy when breaking into Greater Springfield. While partnerships with distributors have helped its launch into the Western Massachusetts market, Berry said the personal touch and attention of self-distribution has been a valuable tool as the company has branched out and grown.
While growing its footprint statewide and regionally, the company’s focus on a Springfield facility and its charitable endeavors have illustrated its commitment to its birthplace.
Among its recent philanthropic endeavors was the re-release of the brand’s popular Kolsch-style beer, which marked the launch of the company’s Cans for a Cause campaign, which Berry said allows White Lion to “use its platform to raise awareness and support organizations in Massachusetts” with yearlong fundraising efforts. The inaugural campaign focuses on breast cancer awareness, with proceeds going to support local organizations such as Rays of Hope. During the year, Berry added, the company will reach out to the community for suggestions on what cause it should support in year two.
“Understanding what’s important to our communities is very important to us,” Berry said. “Being a part of those conversations and in finding solutions and making a positive impact is a big part of what White Lion is all about.”
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