(split into two posts to meet max character requirements... sorry)
I discovered Valhöll Brewing through the fall issue of Beer West Magazine. In it, there was an article about a brewery explosion in the small Pacific Northwest town of Poulsbo Washington. This small town of just over 8000 residents (as of 2009) went from having zero breweries to four in the span of a few months last year and the love of craft beer has been, apparently, growing there ever since.
Conveniently, I have family in that region and decided to make a trip out during the Thanksgiving Holiday. I was fortunate to have done so as the breweries there, including Valhöll, are exceptional and, as always, an inspiration to homebrewers dreaming of going pro someday.
While I didnt have to opportunity to actually meet Jeff in person, he was exceptionally welcoming when I reached out to him for an interview. I asked him about his business, his beers, and his thoughts on the beer scene in the sleepy little town of Poulsbo:
I discovered Valhöll Brewing through the fall issue of Beer West Magazine. In it, there was an article about a brewery explosion in the small Pacific Northwest town of Poulsbo Washington. This small town of just over 8000 residents (as of 2009) went from having zero breweries to four in the span of a few months last year and the love of craft beer has been, apparently, growing there ever since.
Conveniently, I have family in that region and decided to make a trip out during the Thanksgiving Holiday. I was fortunate to have done so as the breweries there, including Valhöll, are exceptional and, as always, an inspiration to homebrewers dreaming of going pro someday.
While I didnt have to opportunity to actually meet Jeff in person, he was exceptionally welcoming when I reached out to him for an interview. I asked him about his business, his beers, and his thoughts on the beer scene in the sleepy little town of Poulsbo:
Tell me how you got your start. Were a homebrewer before you went pro? How long were you homebrewing before making the jump?
I was never a homebrewer. I was given the opportunity to work in the brewing industry by Ted Farmer. Ted owned the former Heads Up Brewing Co. which was located in Silverdale a few miles to the south of me. Heads Up was a brew on premises as well as a tap room, bottle store, and brewery. After working for Ted for a year or so he started teaching me about brewing and eventually I was brewing full time for him. I had never experienced beer like he offered before. I spent 11 years living in Minnesota which had a great homebrewing community but little in the way of craft beer. I tasted Teds strong scotch ale affectionately called Damned Red Scotch Ale and I was hooked and have not looked back since.
I first learned about your operation after reading about the brewery boom happening in Poulsbo Washington in the fall issue of Beer West magazine. In that article, you mentioned that you wanted to be the first new-generation brewery open in your hometown. What did you mean by that? What do you consider a new-generation brewery?
I believe that was a misquote. I do not recall ever calling ourselves a new generation. Brewers evolve as do beer styles. My goal was to be the first in this city period, which I accomplished. She may have thrown that in because we were talking about how many of the new breweries are creating styles and interpretations of styles that are breaking the mold of what beer is or can be. I consider myself an extreme brewer to some extent. Not just in terms of alcohol but flavors and the use of adjuncts to create something new and memorable. I never want a customer to leave and think my beers tasted like the guy down the street. I also will never tap a beer I will not drink myself.
Outside of the obvious fact that just about every homebrewer daydreams of going pro where there any external factors that encouraged you to make the jump, or did you just decide it was time to have a go at it?
It was time. It had been several years since Heads Up had to close and I needed to brew. I was at a fork in the road with my day job. By that I mean had I stayed longer I would have been to close to full retirement and would have stayed. Doing a full time day job and this is brutal. I was working over 100 hours a week between the two and my family and the brewery was suffering. The brewery started to stall out I guess you could say. Had I not gone full time it would have never grown which is my dream, so it was time.
Is the brewery your full-time gig, or do you have a day-job to pay the bills?
Yes. Remember those who wish to make the leap to the big leagues have money saved up or a big investor behind them. Money is tight in the first year. Bills getting paid at home becomes difficult at times especially after giving up a federal career with a nice paycheck.
It sounds like things are going quite well for you, having already moved once to a larger space after only six months! Besides making quality beer, do you have any thoughts on why you think youve found such great success for a nano-brewery in a small town?
It was time. By that I mean there is a new generation of drinkers that have grown up with craft beer especially in the northwest. When I was young and even after being a legal drinker, the choices were slim and import specialty stores were few. Now craft beer is in every corner store and there is a brewery in nearly every town. People have come to understand that drinking a beer is just as, if not more, sophisticated than wine these days. The complexity and flavor depths that are being produced have our supporters wanting more quality beer. It has been wonderful watching the big 3″ being pushed off-tap in the regional market.
Amazingly, in the span of only a few short months, Poulsbo went from having zero breweries to four. Have you found the newly developed [pro] brewing community welcoming and supportive of each other, or has the near instantaneous competition been something of a challenge for your own growing and evolving business?
We all get along amazingly well. Dave Slippery Pig Brewing and I have become very good friends through this process. We order grain together to save shipping cost and we help each other out as much as possible. I have known the boys at Sound Brewing for years. They were Heads Up Brewing regulars. I just recently got the privilege of getting to know Steve from Battenkill Brewing and he is a great brewer and becoming a good friend. Of course there is competition but we send customers to the other breweries and help when we can. For example Sound has the only keg washer among us so Mark Hood lets us wash our kegs there. It has been a great experience.
Do you feel you need to have some type of hook to distinguish yourself from the rest of the market? If so, what, and how helpful do you feel its been?
We have been described as culinary brewers which I guess comes from my love of adjuncts. As an example we make a monster stout that has sweet potatoes, raisins, brown sugar, and cinnamon in it. Tastes like holiday cooking. I love dry hopping and also adding fruit (e.g. grapefruit goes well with Simcoe dry hop). We also try and use as many products from the local area as possible.