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Splashdance: Announcing the Winners of the Flyer’s Beer Bracket Challenge

Meddlesome Brewing Co.’s 201 Hoplar is (once again!) the best beer in Memphis, according to the 1,634 voters in the 2019 Memphis Flyer Beer Bracket Challenge, graciously sponsored by all of the great folks at Aldo’s Pizza Pies.

The Dirty ‘Dova dudes were just getting off the ground when they took home the coveted VanWyngarden Cup last year. They brought the cup back to us during our Match-Up Monday event at Aldo’s at the beginning of this year’s challenge. After a quick trip to C & J Trophy and Engraving, we gave the cup right back to Meddlesome last week during a Facebook Live event. By now, they’ve surely returned the cup to its spot in the Meddlesome taproom, where it will reside for another year.

Meddlesome brewer Ben Pugh

“We’re still blown away,” says Meddlesome co-founder and brewer, Ben Pugh. “It’s crazy. We didn’t expect it the first year. We definitely didn’t expect it in the second year. It’s been wild and humbling.” 

Says co-founder and brewer Richie EsQuivel: “Last year was, like, ‘what the hell?’ I was hoping we could get into the last four this year, but definitely did not think it’d be 201 [Hoplar] again.”

EsQuivel calls 201 a West Coast-style American IPA, “straight up and through and through.” He says new IPAs are “soft and fruity,” while 201 Hoplar meddles with that. (Don’t worry. You’ll see that pun again later on.)

Chris Hamlett and Skyler Windsor-Cummings of Meddlesome with Flyer writer Toby Sells.

“This beer is intended to be kind of aggressive and bitter,” says EsQuivel. “It’s super-pineappley with citrus fruits.” 

We changed up the Beer Bracket Challenge this year. We did away with the four categories — light beer, dark beer, IPAs, and seasonals — and let the breweries choose any four beers they wanted to compete, regardless of style. This made for some interesting matchups. Ghost River’s Grindhouse vs. Crosstown’s Margarita Gose, for example.

In the first round, 624 people cast 3,416 votes. Most of these voters were in Midtown, but there were a surprising number from New York and Massachusetts. Somebody voted in Spain. In round two, 571 voters cast 2,911 votes from as far away as Miami to Bellingham, Washington, a town just outside Vancouver. 

Meddlesome dominated our Final Four with Broad Hammer, 201 Hoplar, and Brass Bellows all taking slots. Memphis Made’s Fireside was the fourth member of the dance.

“Fireside is easy-drinking,” says Memphis Made co-founder Andy Ashby. “It’s super-laid-back, just like Memphis. It’s accessible and easy to fall in love with.”

But it was Meddlesome’s Broad Hammer brown ale and that aggressive 201 Hoplar IPA that went to the title fight. It was a close battle; 201 Hoplar won by only five votes.

Water. Malt. Yeast. Hops.

I’ve made beer for years now. Here’s my latest recipe. 

• Walk into Sweet Grass Next Door.

• Find Bailey (or Dougan, if you must).

• Say, “Bailey, may I have a” and then say the name of a beer they have.

This produces optimal results every time. I get that perfect blend of roast-i-ness, bread-i-ness, hop-i-ness, with a perfect mouth feel and a cold, clean finish. Every. Single. Time. 

Listen, I don’t know shit about beer. I can confidently say that after spending a week visiting the crazy-smart, hardworking brewers at Ghost River, Meddlesome, Memphis Made, High Cotton, Wiseacre, and Crosstown. Those folks know a LOT about beer. 

They can trace a beer style back in time and across a world map, like a genealogist with a family tree. They can trace the ingredients they use back to their literal roots. They can talk about beer and sound like a fanatical foodie and a chemical engineer in the same sentence.

On the Facebook Live stream for our Match-Up Monday event, I said some of the best beer in America is made right here in Memphis. I stand by that. I drink local beer wherever I go, and I always compare it to stuff back home, asking myself, “Is it as good as Traffic IPA, or Tiny Bomb, or Mexican Lager, or Fireside, or Brass Bellows, or Grindhouse?” And no matter what I think, I’m always glad to come home to my Memphis favorites. 

I decided to fix some of my beer ignorance. I talked with brewers about their processes and their ingredients. I broke it down to beer’s four basic elements — water, malt, yeast, and hops. I learned a lot and have a new appreciation for brewers and the beer they make. But I’m not quite smart enough to change up my recipe anytime soon. 

Water

The skies above Meddlesome Brewing are a dark battleship gray. Inside, a heavy quiet lays upon the bar. But through a door and around tall, silver tanks, a gleaming white light exposes a scene that could be a laboratory, a laboratory that smells of bread and plays Alice In Chains over a noisy din of equipment whirring.

It’s a brew day, and the brewhouse is busy. Guys in rubber boots climb steel ladders to open steaming lids on massive silver tanks and check the couplings on long black hoses that snake across the ground, round as a python and tough as a snow tire. After the work of the day and a few weeks to ferment, they’ll have Broad Hammer and McRoy’s Irish Stout. 

“Our [Memphis] water is a fantastic vehicle for our beers,” says EsQuivel. “Beers are 90 percent water. So, it’s obviously super important.” Meddlesome’s Pugh says it takes about eight gallons of that famous Memphis water to make one gallon of beer. But Meddlesome reclaims and reuses much of that water.

EsQuivel says they may adjust the pH of the water and add some salts or acids to it sometimes. But mostly they don’t “meddle” with it, he says in a self-aware, corny dad joke.

Soft rain beats against High Cotton’s taproom windows. The room’s big “BEER!” sign bathes upturned barstools in a soft, yellow glow.

Through two enormous doors, bright lights fall on brick walls above a concrete floor and massive copper-colored tanks. It’s a brew day, and the brewhouse is busy. Guys in rubber boots check gauges and climb steel ladders to open steaming lids on those massive, copper-colored tanks. They’re making a batch of High Cotton’s new Thai IPA and a batch of Scottish Ale. 

“As Memphis brewers, we really don’t have to do anything to the water to make good beer,” says High Cotton co-founder and brewer Ryan Staggs. “We also don’t have to install a super-expensive, water filtration system. Out west, water is super-expensive, but it’s also terrible. A lot of places in California will even have to use reverse osmosis just to get that blank slate that we get right out of the tap at a great price.” 

Water is also the most local ingredient source Memphis brewers can use in their beers. The rest of the main ingredients have to be shipped from specialty sources (for now, anyway). 

Malt

Crosstown Brewing’s massive, yellow logo pops off the side of its massive, gray building. Inside, huge silver tanks sit in neat rows under high ceilings. Those tire-tough and python-thick hoses snake along the floor.

The place is nearly deserted, until two brewers come along, each with a French Truck Coffee in one hand and a pastry in the other. Soon they are busy, making a double batch of Traffic IPA. 

I point to a large bag of something with the word “Canada” written across it. Clark Ortkiese, Crosstown Brewing co-founder and brewer, says it’s their base malt.

The very patient brewers of Memphis explained to me that malt is malted barley, the same grain as in a beef and barley soup. Ortkiese says maybe 90 percent of every beer made in the world is made with a base of malted barley. If you ever see a plant that looks like wheat on a brewery logo, it’s probably barley. 

Brewers will use malt and some other grains for different kinds of beer. The list of all grains used in a beer is referred to as the beer’s “grain bill.”  

Barley is grown and harvested and then sent over to a malter. There, the grain is soaked for a time, dried, and roasted. That roast time will determine much about the beer. Lightly roasted malt will give you lighter beers, a pale ale or a pilsner, maybe. A golden-roasted malt will give you a Scottish ale or an Oktoberfest. A dark roast, of course, will give you darker beers, like a Guinness.

Ortkiese explains that the big Canada bag contains “just plain malt. You can call it two-row or pale malt. It’s a base malt. It’s all that goes into Traffic.” 

Steve Winwood’s “Roll With It” blares over the darkened taproom at Memphis Made. A pallet jack, tools, and sacks of grain spread across the floor where typically sit neat rows of tables and benches. 

By the late afternoon, the brewers are working on their second batch of the day. Back in the lighted brewhouse, they gang around a silver tank, opened at the top and just bigger and taller than a pool table. It’s filled to the brim with what looks like oatmeal. It’s not, of course. It’s that famous Memphis water and that malted barley combined to make a sugary water. One day, that hot, sweet-smelling oatmeal-looking stuff (called a mash) will somehow become an ice-cold Fireside amber ale.

Memphis Made co-founder and brewer Drew Barton says a lot of his company’s grain comes from Germany, but they get some speciality stuff from the U.S., Canada, and England. Outside of water and know-how, you can’t really source a lot of beer ingredients locally, he said. 

“We don’t grow hops around here,” Barton says. “We don’t grow barley around here. There’s no yeast labs around here. At this point, it’s more of the skill set … of the brewer and the equipment you use that’s more important than if you got the ingredients right down the street. The source is important but not the locality of it.”

Yeast

Barton says much can be done along the brewing process to change the flavor components of beer. Yeast, he says, is one the biggest contributors to flavors “that people don’t realize.” And it’s not just the casual beer drinker who doesn’t get it. 

“The most important ingredient in brewing was the last one discovered, because yeast is a single-celled organism that is invisible to the naked eye,” according to All About Beer magazine. “Still, brewers have long known that some unseen agent turned a sweet liquid into beer. Long ago, the action of yeast was such a blessing, yet so mysterious, that English brewers [in the Dark Ages] called it ‘Godisgood.'”

Barton says yeast is vitally important to flavors. “We can have 500 gallons of wort [beer before yeast and fermentation] and split it up into five 100-gallon tanks with five different kinds of yeast in them,” Barton says, “Even though everything started out the same, you’d get five very different beers.” 

Ortkiese rattles off the name of the yeast used at Crosstown — US-05 California Ale yeast — quickly, from the top of his head. But then, his eyes light up as he courses through the history of that yeast strain from a now-defunct California brewery to its rediscovery and “rescue” by Ken Grossman, billionaire founder of Sierra Nevada. 

“I’m guessing here, but I’ll bet half the beers in the United States are fermented with that yeast; it’s just a workhorse,” Ortkiese says. “It’s very neutral. So, it lets all the hop flavors come forward.”

Yeast also gets you drunk. 

Those little fungi eat all that sugar we made with the water and malted barley, remember? It chews it up somehow and poops out — you guessed it — alcohol. Thanks, yeast. You really are the best. 

Hops

But for the gentle hum of some equipment and a hiss of running water somewhere, things are quiet at Wiseacre, relative to the size of its big brewhouse. The brewers are busy, but they’re spread out, working somewhere amid silver tanks that seem two stories tall. Somewhere in here, I think to myself, is an Ananda that I will drink sometime in the future. Weird.

Inside a walk-in cooler, brewer Sam Tomaszczuk pours bright green pellets from a futuristic, metallic-silver pouch. While you might not recognize them in their pelletized form, you’ve seen hops before. Have another look at a brewery logo. You might find a small, green plant the same shape as strawberry. Heck, a hop plant is the central feature of Meddlesome’s logo. 

Hops are little green flowers, cousins to marijuana. Brewers primarily use hops to bitter beer, to balance out that sweetness from that sugary barley water.

“There are a lot of beers that are quite hoppy out there that aren’t bitter at all,” Tomaszczuk says. “We have people who say they don’t like a hoppy beer and then we have them try something like Adjective Animal. It’s 8.6 percent alcohol … so it has a lot of sugars to it. It’s actually kind of sweet, compared to some of our other beers. So, when people try that, they tend to like it, even thought that’s a ‘hoppy beer.'”

Tomaszczuk pours those green, pelletized hops into a the steaming hole of a massive silver tank. In a few weeks, it’ll be a Hefeweizen, a light wheat beer, just in time for spring. 

Chunky, heavy-metal guitar riffs blend somehow over the hiss, clatter, and conversation spilling out of the open bay door of Ghost River. It’s a canning day, and the brewers are canners for the day. 

A pallet of naked, empty, silver cans glide from their stacks in satisfying single file through a machine that would make Willy Wonka smile. The cans are filled four at a time, sealed with a lid, twirled with a label, and six-packed by hand. It’s the very first time Ghost River has canned its new Grind-N-Shine, a light cream ale with coffee and vanilla. The beer is cold, and the freshly filled cans sweat in the tropical brewhouse environs. 

Back in the quiet of the taproom, Ghost River head brewer Jimmy Randall explains that it was “time to move forward.” Ghost River replaced its 1887 IPA with Zippin Pippin, and hops were a big reason why.

“We really wanted something … that would reflect those flavors that you get in IPAs and the hop profile was a big one,” Randall says. “We wanted to give it those big, up-front hops, the aroma, the flavor of them. So, we changed the way we hopped the beer completely.”

Add hops to the end of the boil, Randall explains, the more aroma you’ll get. Boil them longer, you’ll get a more bitter beer. Add hops at the end, you’ll get different flavors. And the types of hops you use will change everything. 

“So, take your Centennial hops, for example, which are kind of your classic, American IPA hops,” Randall says. “Bells Two Hearted IPA? That is 100 percent Centennial hops.”

Mosaic hops will give you juicy, tropical-fruit flavors, he says. Citra will give you citrus flavors.  

Get Crafty

There are about 100 craft breweries in Tennessee. About two dozen of those are in Nashville. Knoxville has 15 along its “Ale Trail.” 

The craft beer scene is still fairly new in Memphis. Boscos was Tennessee’s first brewpub, opening in 1992. Ghost River opened here in 2007. We’re now about five years from the Great Craft Awakening of 2013, the year that saw High Cotton, Wiseacre, and Memphis Made open. Since then, the city has added Meddlesome and Crosstown, each of which has been open for just more than a year. 

The Memphis scene isn’t small. It’s right-sized, and more is on the way. We’ll hopefully see Grind City Brewing in next year’s Beer Bracket Challenge. They’re planning to open in July. Plans to open Soul & Spirits Brewing in Uptown were revealed last week. There are more breweries coming, I’m told, but nothing we can report just yet. 

Until then, support your local craft brewers. Go drink a beer. And feel free to use my recipe.

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King of (Memphis) Beer!

Ghost River Gold is the best beer in Memphis, according to the nearly 1,500 voters in The Memphis Flyer & Aldo’s Beer Bracket Challenge.

The Golden Ale itself is light, delicate even, but the beer brand is tough and trusty and survived the early days as a pioneer in the Memphis craft beer wilderness.

Long before there were craft breweries everywhere, Ghost River went solo, a scrappy Memphis beer taking on the national brands. Ghost River persevered, pumping oceans of what was originally called Ghost River Golden Ale into the market and, judging from the voting, into the hearts of a legion of fans. 

“Overjoyed,” was how Ghost River’s head brewer Jimmy Randall described his feeling on hearing about Gold’s win. “I’m just so grateful for the continuing support we’ve received from our hometown.” 

Justin Fox Burks

Memphis did, indeed, give Ghost River a lot of love during our week of voting. It was a 16-beer bracket, featuring brews from all four local breweries: Memphis Made, Wiseacre, High Cotton, and Ghost River. Two Ghost River beers — Gold and Grindhouse — made it to the final round. Gold won by only a few votes, but Ghost River was the winner, either way. 

The Flyer‘s Beer Bracket Challenge was broken up into four categories — light beer, dark beer, IPAs, and seasonals. We asked our breweries what beers they wanted to represent them in those categories. We knew, though, that a Kölsch couldn’t (and shouldn’t) compete head to head with a different style, like a pilsner. So, to ensure some kind of objectivity, I donned a blindfold and picked the match-ups out of my red, Bass Pro drinking hat at Aldo’s Pizza Pies Downtown on Facebook Live. 

With the bracket set, our voters did the rest. Hundreds of votes were cast during each round, for a final total of about 1,500 individual voters.        

Yes, we know we’re not the first to “bracket-ize” beers. The idea has been floated in other alt weeklies around the country. Heck, the Memphis Craft Beer blog ran Malt Madness in 2015. Consider our hats tipped all around. 

Running such a bracket is not without controversy. Beer styles are very different. Flavor choices — the brewing arts in general — are subjective. Our bracket was “just a popularity contest,” we were told. To which we say, hell yes! At its heart, that’s exactly what this was. Take it for what it is: fun.  

Thanks to this story, I got to get reacquainted with our local breweries. Except for Ghost River, they all opened for business in 2013, and after four years, they’re all still dedicated to making the best beer they can. 

But the craft beer boom is continuing. Look for one, possibly two, new breweries to pop up this year. Meddlesome Brewing, in Cordova, is planning to open this spring or summer. Crosstown Brewing pulled a $1.2 million building permit last week for its new building at (you guessed it) Crosstown Concourse.

Meanwhile, here’s a little fresh-brewed news on our breweries.  

Wiseacre Brewing: The Tale of Tiny Bomb

Davin Bartosch was making coffee. Kellan, Davin’s brother and business partner, was chatting up The Memphis Flyer reporter in the Wiseacre break room. Davin, however, was making coffee with a loving focus that afforded no bandwidth for small talk until that coffee was made. If it’s anything like their beers, I thought, that’s going to be some damn good coffee.  

Employees buzzed around the brewery, watching complicated brewing apparatus, answering phones, filing paperwork, or minding the bar. Kellan said the company now has about 20 full-time employees. They’re characters, every one, he said, but also hard workers who “really helped build this.”

The brothers long dreamed of opening a brewery and doing it in Memphis. It was realized in 2013, and they’ve gone full-steam ever since. Wiseacre is a formidable force in Memphis craft beer, and their beers are now sold in Tennessee, Arkansas, Mississippi, Louisiana, Illinois, and Pennsylvania. But their success has led to a happy problem: They’ve run out of room to make more beer. 

“We can’t put any more tanks in the building,” Kellan said. “So, we’ve heard from people in Alabama, Georgia, Ohio, California, Florida — places that we could really pursue — but we currently can’t do anything else in our building in terms of production.”

Wiseacre is still mulling a move to expand their operation to the Mid-South Coliseum, but the Bartosches said no decision on that has been made. But, Kellan said, they’re happy as things are now. They love focusing on Memphis and making tons of Tiny Bomb, Ananda (the two best-selling Tennessee-made beers in the state, Kellan said), and Gotta Get Up to Get Down. 

Beer names that spring from Wiseacre are routinely unusual: Men, Not Machines, Azazel, Neon Brown, and Unicornicopia. Even Adjective Animal is a meta-play on beer-naming conventions. 

“I think our branding strategy is to either be clever or stupid, in the Beavis and Butthead kind of way, where it’s funny because it’s so dumb,” Kellan said. 

But the boys were clever when it came to naming Tiny Bomb, which seems like the most basic, everyday, poundable drinker. But it’s more complicated than that (really). 

Davin dreamed up and developed Tiny Bomb, a pilsner, years before Wiseacre opened. It came from his frustration with people “always drinking Bud Light.” “They’d say it was low in calories, so they could drink many of them at a time,” Davin said. “So, I thought, I’m going to find a way to satisfy everybody. So, tiny alcohol, tiny calories, flavor bomb.”

Tiny Bomb is suitable for slamming on a hot day, Davin agreed, but, being a light style, it is also delicate and a challenge to brew.

Kellan thought Davin was joking when he said he wanted to brew a pilsner for Wiseacre. The style was unfashionable at the time. But Davin stuck to Tiny Bomb, and now pilsners are en vogue. 

“(Davin) knew it a decade ago, and we’re just now getting it,” Kellan said. “(Vincent) van Gogh died before people liked his art. Thankfully, Davin is still alive to see people enjoy Tiny Bomb.”

Toby Sells

High Cotton’s Ross Avery (left) and Ryan Staggs

High Cotton: A Scottish Shocker

Ryan Staggs is flummoxed, happily flummoxed. 

Scottish Ale, a beer he developed in his garage, is High Cotton Brewing’s best-selling beer. But he doesn’t know why. 

“It’s crazy!” Staggs said. “Who would have thought that a dark beer like that would have been (so successful).”

When High Cotton opened in 2013 in the Edge neighborhood, Staggs’ Scottish Ale was the only recipe all three brewery owners decided was ready to go without further tweaking. 

“It was money from the get-go,” said co-owner Ross Avery. 

Staggs said Scottish is easy to drink but a challenge to “make it, ferment it, and take care of it.” He says the style is “not really exotic” and “super traditional.” There’s no crazy yeast strain needed and no crazy ingredients. 

“There’s no Scottish ales with mango or spruce tips,” Staggs joked. 

But the style demands a brew done “exactly right,” or “the flaws come through pretty quickly,” Staggs said. He tips his hat to the macro brewers (Bud, Miller, and Coors) for making “a lager that at least tastes consistent. Maybe it’s not good, but it tastes consistent. That’s a feat in itself.”

The process produces a beer with a clean finish, Staggs said, “But it’s also a robust enough style where it’s still kind of rich, and caramely; it’s toffee, it’s toasty, and slightly roasty. I know that — sorry [Beer Judge Certification Program] — people are like, Scottish ales aren’t roasty! But roasted barley is what lends that flavor and what people perceive as roasty, and that is absolutely traditional in the brewing process.”

Staggs brewed at home for about five years before helping to found High Cotton. His training and experience as a civil engineer launched his respect for “the nerdy science behind brewing beer.” Copious notes and numerous iterations helped him refine the recipe, and it has paid off. 

“What we drink today was kind of the final result of that [research and development] at my house,” Staggs said. 

Having a brewery, a taproom, and beers for sale in Kroger are dreams come true for Staggs. But he said he couldn’t have imagined it would have been his Scottish that won the day. 

“It’s sort of a gateway to craft beer for Memphians,” said Avery. “They had experience [with craft beer] with Ghost River Golden. So, we weren’t going to make another golden [ale]. And now it’s become our best seller.”

Avery said, “The summer before last, the temperature really started spiking up. I thought, a dark beer in the summertime? And yet sales remained steady. All I could imagine were people sitting in dark bars where it was cold.”

High Cotton recently expanded its seating capacity with a back bar that has huge windows looking into the brew house. Staggs said it’s always available during taproom hours and for private events. He said the company is experimenting with some new beers and is planning to be in new cans soon. 

Toby Sells

Memphis Made’s Andy Ashby (left) and Drew Barton

Memphis Made: A Fireside Mystery

Bombers on a bottling line. That was the first thing I noticed on a visit to Memphis Made last week. 
“Is that a temporary bottling line?” I asked, pointing at the machine. 

“I mean, it’s temporary, as in it will run until we break it,” said Drew Barton, co-founder and head brewer at Memphis Made. 

Memphis Made is the only Big Four Memphis brewery without a regularly available packaged product in local stores. They have done specialty bombers (750 milliliter bottles), and they canned up their Gonerfest IPA last year in a one-off deal. But the permanent bottling line will make packaged sales a more permanent fixture.

Those bottled beers will be exclusively high-gravity, Barton said. The first will be Soulless Ginger, a take on a brewery cult favorite, Soulful Ginger. Barton described Soulless Ginger as “a little more alcohol, a little more ginger, and way less soul.”

Barton said to look for the new Ginger soon in growler shops, package stores, some convenience stores, and — while he couldn’t say the names of them, specifically — some “grocery stores.”

“It’ll be small-batch stuff,” said co-founder Andy Ashby. “So, it’s not going to be everywhere all the time. We’re north of 150 accounts in Shelby County. Basically, some of the places we’re at now are going have it, including some grocery stores.”

Memphis Made opened in 2013’s Great Craft Beer Awakening. Nearly a year later, the company opened its Cooper-Young taproom. Brewing new beers and hosting tons of taproom events has made life busy for Ashby, Barton, and Memphis Made’s small cadre of employees.

“We’re tired, but we’re happy,” Barton said. “We threw out the business plan a long time ago.”

Memphis Made, too, is known for its beer names that range from inside jokes to super-Memphis-y public scandals. (See: RockBone IPA.) The name Fireside, for its amber ale, comes with permission from a North Carolina brewery already using the name. The non-mystery about the beer is that Barton and Ashby just liked the name. The real Fireside mystery is how well it sells. 

“I’m baffled by it,” Barton said. 

Ashby said, “It’s different, but it’s accessible. Every brewery out there has an IPA. But a nice, malty amber that is drinkable? People just really tend to gravitate toward it.”

Memphis Made was planned as a seasonal brewery, aimed at changing its beers every few months and never keeping on any beers year-round. Fireside began its life as a fall seasonal, Ashby said. When it left the taps, “I’d get lambasted,” Ashby said, by Fireside fans worried that they wouldn’t see their Memphis Made stand-by for another year. 

So, they brought it on full-time. Ashby said he didn’t worry about its success in the spring but certainly did in the Memphis summertime.

“Is this amber going to sell when it’s 110 degrees outside?” Ashby wondered. “It didn’t miss a beat. It’s pretty crazy. I didn’t see that one coming, either.”

Ghost River:
A Solid-Gold Success Story

Everything has changed at Ghost River, and also nothing has changed at all.

This New Year’s Eve will mark the 10th anniversary of Ghost River’s first brew. When they celebrate, they’ll have new branding, some new beer names, and a brand new taproom.   

Much of this was done to simply refresh the brand, to match Ghost River to what was happening in the craft beer world around it. But there’s one thing that will be almost exactly the same — the beer. Randall said none of the recipes have changed, really, and neither has its starting lineup of beers, though Grindhouse has been added.   

For years, Ghost River was the only local choice for locally made beers, except for the taps at Boscos. (Both companies are owned by the same parent company.) Back then, you’d ask a bartender what was local, and you wouldn’t hear brewery names, you’d hear “1887,” or “the (Riverbank) Red,” or, mostly, you’d hear “Golden.” You knew this all meant different Ghost River styles. At the grocery store, beer fans’ eyes were trained to find that slightly green label with the big, spooky-looking cypress tree.  

“Losing that tree made me cry,” said Ghost River owner Jerry Feinstone, speaking about the brewery’s recent redesigned branding. 

“You and a lot of other people,” said the company marketing vice president Suzanne Williamson.

“But I think it’s okay,” Feinstone said. “We may end up with some retro products one day.”

The old cypress tree logo was a brand icon, but it was also a direct link to a part of Ghost River’s conservation mission. The brewery uses water from the Memphis Sand aquifer (as all Memphis breweries do). To give back, Ghost River donates $1 from every barrel of beer they sell to the Wolf River Conservancy.   

Last year, that old, haunted cypress tree logo was replaced by a lantern, which now adorns the company’s bottles, tap handles, and the neon sign hanging outside the company’s South Main taproom. 

“As [The Memphis Flyer and Aldo’s Beer Bracket Challenge] showed — being the first — the leader always carries the lantern,” Feinstone said. 

I asked Feinstone where the name “Gold” came from for his golden ale.

“It’s just a color,” he said, laughing. “It’s a style. I guess if you’re the only game in town, you have all the names available to you. We weren’t smart enough to think of something fancy for Golden Ale.”

But a lot of thought went into brewing Golden Ale back in the day.  

“Being the first, we were the introductory to craft for Memphis palates,” said Williamson. “We wanted to, maybe, set the Golden next to a major brand that wasn’t necessarily craft. We’d say, you’re drinking this, how about trying this?”

While craft has taken off, Gold hasn’t changed (except for the name). Randall said the recipe has gone largely untouched over the years. While it’s still a gateway beer for new craft drinkers, it’s become a trusty go-to beer for seasoned consumers. 

Gold itself is an American blonde ale, Randall said. When it comes to flavor, consider Gold a balanced Goldilocks. 

“It has very soft malt flavors, enough hops to kind of balance the profile out,” Randall said. “It doesn’t come across as hoppy or bitter. It doesn’t come across as malty.”

Feinstone said Gold’s win on the Beer Bracket Challenge is a “real good feeling.” Getting there was done one beer at a time.

“We just have to blame it on people going out and trying beers and saying, ‘This fits my palate. I’ll have another.'”