On Wednesday I sat down with Josh Landan, President of the upcoming Saint Archer Brewery. The 17,000 sq. ft. brewery is scheduled to open this January in Miramar. Landan, an accomplished veteran of the action sports industry, has gathered Paul Rodriguez, Mikey Taylor, Josh Kerr, Taylor Knox and other large names in the action sports world as limited partners in the brewery. Landan describes his professional transition from sports to suds:
“Taylor Knox and I were in Puerto Rico in 2010 for a surfing competition when we were approached by a tequila company. The company wanted Taylor to sponsor their tequila, and we felt it was kind of a weird fit. While the tequila didn’t jibe, I thought, ‘Why not craft beer?’ Beer’s a bit healthier and classier. Most importantly, it would be the kind of beer we’re already drinking on a regular basis.”
After years of working as a talent manager and documentary film maker, Landan has made many friends in the action sports industry. “I thought, ‘What if I could get all of my friends, who are the best skaters, snowboarders, surfers, artists, and musicians in the world, to come and own this brand and brewery with me?’ It would be lights out.”
He continues, “There’s been a lot that’s changed with Saint Archer in the last two years. What hasn’t changed is that it’s going to be a world class brewery first and foremost. Second, it’s going to be a California lifestyle brand. Why not bring together the action sports community as a platform for branding? While we’re going to be selling beer, we also will be selling the authentic California lifestyle.”
Construction starts next week, and as of now Saint Archer has secured Ray Astamendi (formerly of Mission Brewery, Left Coast Brewing Co., and Maui Brewing Co.) and Kim Lutz (formerly of Maui Brewing Co.) as Brewmaster and Lead Brewer respectively. Premier Stainless is designing the brewing system itself, with a 30 barrel brew house and four 120 barrel fermentation tanks. Mike Mellow (formerly of Mission Brewery & Ballast Point) will be lead sales for Saint Archer. A bottling line will also be operational at opening. The tasting room will initially be large enough for 100 people with around five taps; expect to see a Helles and an IPA on draft for the grand opening.
The most notable element of this new brewery is their marketing ability. Saint Archer’s Art Director is Dave Lively, a talented San Diego-based graphic designer/artist who has earned an impressive portfolio of clients. Combine Lively’s solid design and Saint Archer’s famous 21 limited partners with their ~5 million social media followers, and that’s a lot of promotional power. Saint Archer’s website will be live in three weeks. “We are trying to open up the eyes of some people who maybe aren’t your regular craft beer drinker.”
Photos courtesy of St. Archer Brewing. Below, Ray Astamendi, left, and Josh Landan, right, pose for a picture inside the new brewery’s under-construction space.
Paul says
I just tasted the Pale Ale. Pretty hoppy! I would have said it’s rather an IPA, but denfenitely tastes great!!!
Looking forward to taste the IPA and the blonde ale.
cheers to St. Archers, P
Brian Kelly says
they saw an opportunity with people to back it, and took it, i think its an awesome approach that is needed here in san diego, weaving those two cultures together, but as stated in an earlier comment, hope its not for the money, but for the satisfaction of quenching us craft brew drinkers and bringing something new to a table of beers that are rated among the highest world wide
j says
This just screams marketing machine. Don’t see any competitive advantage from a brewing/style standpoint. Swap PBR out of the local uninformed surfer/skaters hand and swap it for a St. A. Should be a good business model(honestly it should be), haven’t heard any chatter of excitement from the beer geeks/nerds in SD at this point.
Mike Shess says
From the mouth of the owners, St. Archer is focusing on people who are interested/involved in extreme-y sports and aren’t really into beer - a much larger, untapped market vs. beer geeks. I expect that the beer will be Maui quality or better, given the pedigree of the brewers (great, clean beer but not #whalesbro). I agree that StA could brew lame beer with fancy branding and do well, but what if there’s tasty beer fueled by a great brand that exposes craft brewing to a brand new drinking demographic? That is the goal that was explained to me, and I’m all for it. It’s going to be fun to watch!
concerned says
Comments like these make me think San Diego breweries have jumped the shark:
“… Second, it’s going to be a California lifestyle brand. Why not bring together the action sports community as a platform for branding? While we’re going to be selling beer, we also will be selling the authentic California lifestyle.”
No mention about loving beer, but “a platform for branding” and “selling a lifestyle”???
Kim Lutz is a talent, no doubt. But man this really stinks of PR to me.
Jason Scoville says
Brillant business idea! I’d love to get on board with Saint Archer!