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Eastern Market Brewing

Eastern Market Brewing Co. Launches Its Newest Venture, Elephant & Co.

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DETROIT, Michigan— Eastern Market Brewing Co., one of Michigan’s fastest-growing breweries, is introducing a new concept at 456 Charlotte St, Detroit: “Elephant & Co.” This location will include dozens of self-serve taps featuring the brewery’s wide-ranging beer offerings alongside artisanal Detroit-style pizza.

The Charlotte Street location will be open throughout the day with coffee roasted on-site as part of a Dooped Donut cafe, the company’s vegan donut venture. Dooped Donuts opened its first location at 1555 Broadway, across from Comerica Park, and also distributes its small batch, handcrafted vegan donuts to local cafes.

“Six years ago today, we poured our very first beer at Eastern Market After Dark. We’ve come a long way, and this location will be a representation of everything we’ve learned. The name ‘Elephant & Co.’ is an ode to where it all started, with our elephant logo in Eastern Market, while ‘& Co.’ represents our many other brands. Charlotte Street will be a showcase for our beer, as well as our offerings beyond beer,” reflected Dayne Bartscht, Managing Partner of Eastern Market Brewing Co.

Eastern Market Brewing Co. is known as a trailblazer in the local craft beer market. They are the only brewery in Michigan self-distributing at scale, meaning they not only brew their beer but also deliver it directly to retailers throughout the state. Within its first few years, the brewery reached Michigan’s self-distribution cap, so in 2020, it spearheaded efforts to change the law, successfully increasing the limit. Then in 2021, Eastern Market Brewing Co., while brewing at capacity, acquired the former Roak Brewing Co. site in Royal Oak to act as its primary production facility. Last year, the Royal Oak location became Michigan’s first fully self-service taproom.

Elephant & Co. will maintain this entrepreneurial spirit, with a novel concept yet to be seen in Michigan: pizza delivery which includes beer, straight from the source. Eastern Market Brewing Co. first tested this concept during the pandemic at their sister location, Ferndale Project, and has considered re-launching it ever since. Leveraging its self-distribution infrastructure, the business is uniquely positioned to capitalize on the opportunity with in-house logistics software and a fleet of vehicles.

The new location will open in 2024, as soon as their state and federal brewing permits are approved. Similar to their other ventures, Eastern Market Brewing Co. plans to activate the space while they wait. This will include an event on Friday, October 27 in partnership with their new landlords, Midtown Inc. and Invest Detroit, where all proceeds will be donated to community-based charities within Detroit.

Retail designer, JGA, is overseeing the branding of the space with an emphasis on restoring the look-and-feel from the 1950s when it was a radio parts manufacturer. The interior will pay homage to other tenants of the building, including the Cass Corridor Food Co-op, whose mission and principles were found in old photographs and resonated with the values on which Eastern Market Brewing Co. was founded.

While Charlotte Street is the flagship location for Elephant & Co., the broader vision is to open additional venues throughout the state creating a hub-and-spoke network enabling Eastern Market Brewing Co. to continue its growth trajectory. Plans are in the works to rebrand their Royal Oak location, Lincoln Tap, as an “Elephant & Co.” and start testing concepts there including Detroit-style pizza and barrel-aged beers.

“Midtown Inc. and Invest Detroit’s commitment to the revitalization of Detroit is impressive and we are fortunate for the opportunity to partner with them. Our team is made up of awesome humans who are deeply passionate about the products they craft, the experiences they curate, and the communities they reside in,” said Pauline Knighton-Prueter, VP of Sales & Marketing. “We look forward to delivering meaningful connections and contributing positively to Midtown’s vibrant community.”

About Eastern Market Brewing Company

Eastern Market Brewing Co. is a community-focused brewery and taproom in the heart of Detroit’s Eastern Market, a historic district celebrated for its brewing history. Fusing tradition with experimentation, the craft brewery is known for Elephant Juice, their flagship IPA. The taproom is located at 2515 Riopelle Street in Detroit, MI.

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Detroit’s Eastern Market Brewing Co. is Releasing Two Paczki-Inspired Beers

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DETROIT, Michigan — Eastern Market Brewing Co., located in the heart of Detroit’s Eastern Market district, will be celebrating Fat Tuesday again this year with their third annual release of Paczki Beer. For the first time, they’re releasing two fruited variations of the beer, Raspberry and Blueberry.

Having sold out the past two years, Eastern Market Brewing Co. increased production and is moving to a pre-order process to ensure that more beer can get to more paczki-loving people. “This is the third year in a row that we’ve doubled production, and we still anticipate selling out. Our 2023 version of Paczki Beer is at another level with a second flavor and redesigned labels, plus real vanilla cream and 42.5 lbs of real fruit per barrel of beer. Kudos to our entire team for making something great, even better,” said Pauline Knighton-Prueter VP of Sales & Marketing.

The public pre-order will open at Noon on Wednesday, February 1st while members of the brewery’s lifetime membership program get early access, 24 hours prior to the public release. Beer will be available for pick up at the taproom in Eastern Market from February 2nd to the 17th.

Next week, Paczki beer will also hit a limited number of store shelves as a mixed 4-pack with two cans each of Raspberry and Blueberry flavors, the brewery’s first distributed mixed 4-pack. Both flavors will also be available on draft at key accounts throughout the Greater Detroit area.

In addition to the beer release, Eastern Market Brewing Co. is hosting a Paczki Block Party on Saturday, February 18th in partnership with their Riopelle Street neighbors, Detroit City Distillery. Festivities include a paczki-eating contest, live music from John Stevens’ Polka Band, plus perogies from Eastern Market’s famous Pietrzyk Perogies. The brewery also owns a vegan donut brand, Dooped Donuts which will be on-site with paczkis.

To pre-order your Paczki Beer you can follow @easternmarketbrewing on Instagram and Facebook for details on the release, save this link which will go live at noon on February 1st, or swing by their Eastern Market taproom to join the Elephant Parade lifetime membership program and get early access to the release, and more!

About Eastern Market Brewing Co.
EMBC is a community-focused craft brewery and taproom in the heart of Eastern Market, an area of Detroit long known for its brewing history. EMBC is the first brewery in Eastern Market in over 30 years. Mixing that brewing tradition with experimentation has led to their rapid growth.

For Brewing fun facts, trivia, movies and more, Click Here.

Eastern Market Brewing Launches Non-Alcoholic Beer Line

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DETROIT, Michigan – Eastern Market Brewing Co. is launching its non-alcoholic beer line just in time for Dry January. The Detroit-based brewery has been experimenting with draft versions of their NA beer for much of 2022, but this is the first time the near beer is available in cans to take home.

Non-Alcoholic Grapefruit Sour and Non-Alcoholic Tangerine Sour are the first two flavors to hit shelves this week including Busch’s, Total Wine, and independent retailers across Metro Detroit. The four-pack of 12oz cans will also be available at their Eastern Market taproom as well as their sister locations (Ferndale Project in Ferndale, MI, and Lincoln Tap in Royal Oak, MI).

The non-alcoholic beer segment continues to show significant growth across the United States. In 2021, Eastern Market Brewing Co. made the decision to begin testing the NA market and partnered with Minnesota-based ABV Technology to install an Equalizer machine at their production facility. It uses dual-stage vacuum separation to take one input, a beer with alcohol, and turn it into two outputs: a clear hard seltzer at the same ABV as the input product, and also, a near beer with most of the flavor of the input beer but with less than .5% alcohol by volume.

“When we began contemplating the NA market and learned about ABV Technology’s machine, my first reaction was that it sounded too good to be true. We could take any of our beers, run it through the machine, and not only get an NA version of the beer, but also a hard seltzer output,” said Dayne Bartcht, Managing Partner of Eastern Market Brewing Co. “So we loaded up a car with kegs, drove to Minnesota, and sure enough, it worked. It was the best NA beer I’ve tasted.”

As the team experimented with NA beers, it became clear that sours provided the most flavor, so the decision was to start with gose-style sours. Eastern Market Brewing Co. had already mastered this type of beer in an alcoholic form including their popular flagship, Raspberry Gose. The German-style beer is light-bodied, tart, and refreshing, making it approachable to most.

Eastern Market Brewing Co.’s campaign is titled “Get Sh¡t Done,” an ode to the fact that NA beers pack the same flavor customers have grown to love, but without the associated buzz.

“As January approached and we were confident in the quality of the NA beers coming out, it was important the product fit within our family of brands, but also had a unique personality. Internally, our NA sours have become the go-to beer when we’re working late into the evening. That’s when it clicked. This is the beer for people that want to get shit done, but on their terms,” said Pauline Knighton-Prueter, Vice President of Sales and Marketing. “People who love beer and expect that level of flavor, but have hobbies, passions, or work that they need to focus on.”

Knighton-Prueter continues, “Detroit is a hard-working city made up of countless movers and shakers that always have to be ‘on.’ Through the campaign, we want to highlight these people. It is exciting to offer a new market-fresh beer that all can enjoy during any occasion.”

About Eastern Market Brewing Company

Eastern Market Brewing Co. is a community-focused craft brewery and taproom in the heart of Eastern Market, an area of Detroit long known for its brewing history. Mixing tradition with experimentation has led to their rapid growth including Elephant Juice, their flagship NEIPA, and an easy-drinking Wunderboi Kolsch. Their family of companies includes Ferndale Project in Ferndale, Lincoln Tap in Royal Oak, Dooped Donuts in Detroit, and ASHE Coffee in Detroit. Their taproom is located at 2515 Riopelle Street, Detroit, MI.

For Brewing fun facts, trivia, movies and more, Click Here.