I will reserve judgment until I try their beers, but this sounds like it may be San Diego's answer to Golden Road.
Hopefully they hire someone more interested in making beer than documentary films about surfing. The emphasis they have on "branding" this early doesn't bode well.
"While we’re going to be selling beer, we also will be selling the authentic California lifestyle.” Barf.
From the article: Lets be serious though, this brewery isn't going to be concerned about brewing whales. They want sessionable beer that's easily marketable. Those are pretty much the perfect brewers for that. They'll probably do quite well aside from on this website.
I'm excited about this place. I've had some of the pub only offerings that Kim brewed and they were all great.
And I have zero problems with that. If they've got a market and a client base identified and their going to serve those people, more power to them. I don't turn up my nose at a good session beer personally. Still, as a native to this state, I find the idea of selling or buying "the authentic California lifestyle" (whatever the hell that is) equal parts ridiculous and hilarious.
California lifestyle: sitting in traffic and paying 3 times as much for things as anybody else in the country.
