Melvin Brewing’s St. Louis Location Changes Ownership & Launches Renaming Campaign
Since the Roadhouse Brewery Group completed its acquisition of Melvin Brewing Co. last December, the future of Melvin Brewing’s Eureka location in the St. Louis area has been uncertain. This week, both Melvin Brewing & the St. Louis Brewers Heritage Foundation revealed new details on the future of Melvin Brewing Eureka.
A new ownership group, helmed by local, Mike Golomb along with a combination of former investors in the Melvin Brewing Eureka location that have no affiliation with the parent brewery and a handful of new investors, have launched a unique contest that invites the local community to rename the brewery. The new investors, self-proclaimed beer enthusiasts, took over the brewery with an ambition to put their stamp on the beer being made and to infuse more local engagement into the brewing process. Their decision to invite the community to rename the brewery stems from their desire to encourage local involvement and excitement around its new evolutionary phase.
Golomb and the brewery’s new ownership group bring previous hospitality experience in staffing, distribution, and sales.
Since the new investor group took over, the former Melvin Brewing Eureka location has undergone significant cosmetic and holistic changes. They’ve introduced beer and bourbon dinners, organized new events, expanded the bar area, and blown out the current beer lineup to make space for new offerings. Melvin’s Eureka location had previously served as an experimental brewhouse focused on barrel-aged sours and clean barrel-aged beers as well. Under the new ownership group, the brewery will add in a core and seasonal lineup while still dedicating a portion of its production to specialty barrel-aged beers as well.
The contest to rename the brewery is open to all, although you need to be local to St. Louis to reap the rewards. The new investor group encourages participants to think creatively, whether tying the name to the local area or finding a clever moniker that’s easy to theme the brewery around. The hope is that the new name, whether locally relevant or ingeniously creative, will resonate with patrons and further connect the brewery to the community. In just a day and a half since the contest opened, the brewery has already received over 300 entries.
The new owners are committed to making their new brand a well-known name in the local and greater St. Louis area. They aim to introduce at least one “super fun” beer at all times that no one would expect, in addition to their core beers, barrel-aged beers, and unique/seasonal releases. They are even considering the idea of a future contest where customers suggest the next beer to be released, and allowing customers to brew their own one-barrel batch of beer.
For those interested in participating in the renaming contest, visit Melvin Brewing Eureka’s Facebook page and follow the instructions. The winner will be awarded a year’s supply of beer, paid out as a $600 gift card to the brewery.
With the new investor group’s innovative ideas and commitment to community involvement, the former Melvin Brewing is set to become an even more exciting destination for beer lovers in the St. Louis area.