Stage 1: Shock and Denial
My initial reaction? I thought the The Bruery’s site was hacked and this was some sort of sick joke. Not funny assholes! I was about to email Ben Weiss, the Bruery’s director of Marketing, then his press release hit my inbox:
We at The Bruery regret to announce that we will be closing our retail shop & tasting area in Old Towne Orange, The Bruery Provisions, on Sunday, January 13th. Provisions has been an important part of our company, spawned by our passion for craft beer and the opportunity to introduce others to it. Our decision to shut the doors did not come easy…
Thinking I was obviously on the show Punk’d, I got excited that I might get the chance to kick Ashton Kutcher square in the crotch. Wouldn’t that be nice to strap on a pair of those creepy Vibram shoes with the finger-toes and do some Kutcher ball damage?
Stage 2: Pain and Guilt
Realizing it’s not a joke, I looked back to some of my old posts and photographs at Provisions while drinking an old Provisions Series beer. “No more Provisions Series beers” I mumbled softly. Is there anything I could have done to keep them open? Could I have shopped there more? What if I did just one more blog post? It’s all my fault dammit! I’m a horrible monster and pray for death!
Stage 3: Anger and Bargaining
I hit rock bottom seeing Instagrams of the 30% liquidation Provisions beer hauls. #bruery #provisions #whalesbro #haul #sadface #curbstomp #face #candyfromababy #craftbeer #beer #sours #upshitkriek #beerporn #instadrunk #beerninja #neverforget #BP4eva #poursomebeerout #deadhomey #birdwell #stpaul #yams #10000IBU
Did Patrick Rue lose a poker bet? Did the mob force him out of Orange? Did Ken Hollingshead Sr. visit Patrick in a dream? Were sales that bad?
“But they added a patio last year!”, “But they added full pints!”, “But the classes were always sold out!”, “But their grilled cheese sandwiches were awesome” But, but but…Damn.
Stage 4: Depression, Reflection and Lonliness
I thought about lighting candles. I thought about listening to The Cure Disintegration. No more sneaking in for a quick flight while my wife antique shops. No more fun beer/cheese classes. No more La Tur cheese and a pint for dinner. No more Old Town Orange beer crawls. No more chatting with GM Kendra, Asst. Man. Lauren and the rest of their talented staff. No more meeting random craft beer curious old people that stumble in for beers. No more guest flight nights. Provisions did everything right…maybe too right. Sure their tasting room at the brewery is ‘enhanced’, but it’s nowhere near what Provisions was. It was a magical place full of talented people where beer was handled with respect.
Stage 5: The Upward Turn
Re-reading the farewell email, something struck me:
…increased our production capacity by 130% in the last few months. About 40% of our beer is aged in barrels for a year or longer, and we’ve amassed a collection of over 3,000 barrels to achieve this. In evaluating how The Bruery should operate in order to achieve its goals, it became apparent Provisions is not the best use of our limited resources.
So, if the awesomeness that is the Provisions is gone, I would expect to see The Bruery’s beer production unfold in an equal and opposite reaction. I want to be dazzled by their beers more than now. Simply bretting/bourbon barrel/or tossing fruit on a base beer? That’s not good enough. Is adding new branches to their huge family tree of award winning beers the way to go? Maybe revisiting successful beers another option? We shall see. Losing the Provisions is a huge loss for craft beer, and I expect to see dividends. Given The Bruery’s track record, I have full faith they can pull it off.
Stage 6: Reconstruction and Working Through
Provisions had it all: people, place, and product. Can someone else step in and do a great job? Sure, but they’ve got some very big shoes to fill. Why did the previous tenant ‘Frog’s Breath’ fail? With huge regional craft brewers like Stone Brewing setting up stores throughout SoCal, or with successful local entrepreneurs like Julie Lim at OC Wine Mart as possible interested parties, the future looks bright. Different, but bright. (Note that I have no knowledge who is interested in the spot, I’m merely speculating.)
Stage 7: Acceptance and Hope
Bruery Provisions was such a bright spot on the craft beer map. Not just for OC…it was a destination. For out of towners, it was a one-stop shop. Sure you can visit Hacienda Beverage, Vendome Liquor or HI-Time Wine Cellar for bottles. Sure you can get great beer and slow-food at The Playground, Hopscotch, Carolina’s Italian, The Globe, Selmas and Beachwood BBQ. Sure we can visit the many great Breweries and Brewpubs in OC. As craft beer continues to grow, I’m sure we will see other boutique style shops open. The up and coming Packing District in Anaheim is ripe for a small cheese/beer shop.
Overall, I’ll miss my favorite beer and cheese shop. I’m thankful that it existed to begin with as it sparked me this righteous path of deliciousness, fearless writing, and fun.
For posterity, I saved their final draft list: