We’ve been large followers of Massachusetts-based Channel Marker Brewing Firm since they opened on the North Shore of Boston in December 2018. Their sought-after hazies climbed to the highest of our favorites, up there with Trillium and Tree Home. Whereas their epic can designs with nautical themes captured our creativeness.
In truth, Channel Marker Co-Founders Tim Corcoran, Justin Negrotti, and Jake Crandell impressed us a lot that we named them certainly one of our “10 Hidden Gem Breweries to Watch in 2020.”
Since then, their beers have continued to pop up in lists like our ”Greatest Beers of the Week” and “Prime Beers We Drank in February.”
And only for good measure, we’re not the one ones who suppose extremely of this brewery. In 2019, USA Right this moment named Channel Marker among the best new breweries in America.
So when a small however killer brewery on the East Coast calls us up with some large information, we concentrate.
Introducing Coastal Mass Brewing
As of yesterday, Channel Marker Brewing introduced that it’ll now be often called Coastal Mass Brewing.
However don’t fear! The title is all that’s altering. All the pieces else together with the possession, employees, location, brewing course of, beer, and model id will keep the identical.
Contemplate this just like the proverbial flip of the tides: Identical brewery, identical beers, identical theme, identical individuals, slightly below a brand new title.
Why Change the Identify to Coastal Mass Brewing?
Nice query.
In accordance with Negrotti, Crandell, and Corcoran, Coastal Mass Brewing turned conscious of a brewery within the southeastern area of america that makes a beer with the same title.
After cautious authorized analysis and market analysis, the trio determined the most effective path right here could be to easily change the brewery’s title.
“Tim, Jake, and I shared the sensation {that a} title change greatest positioned us for persevering with the expansion we’ve seen over the previous 5 years,” defined Negrotti, who additionally serves because the brewery’s chief govt officer. “This isn’t a drastic change in our minds. We’ve at all times been a coastal-inspired model that leans into Beverly’s location on the water together with our love of beachfront entry and ocean-tied leisure actions. Although our title is altering, the spirit, values, and tradition that information our firm should not. We contemplate our model to be way more than a reputation. Nothing else is altering. Our visible look, location, individuals, and most significantly, our beer, is not going to change.”
What Does This Imply for the Brewery?
Truthfully, as Negrotti simply identified, not that a lot will change. “It’s not an enormous [change] in my thoughts, however one that enables us to personal our model and proceed our path for development.”
If something, the title truly holds extra significance to the brewery now.
At all times with a nautical bent, Coastal Mass will maybe match a bit higher with the brewery’s seafaring labels that customers love.
And assist the model resonate because it goals to achieve recognition past its hometown. Negrotti informed us that Coastal Mass has large plans to develop this 12 months past simply the North Shore of Massachusetts. And since not many individuals exterior of the state truly know what a channel marker is (we definitely didn’t), Coastal Mass might assist construct a stronger model.
“We needed to stay with the coastal-inspired model imaging we constructed over the past virtually 4 years now,” says Negrotti, who famous that, whereas pitching new title concepts round, when the staff landed on Coastal Mass, “as quickly as all of us heard it, we have been like, ’Yup, that’s it, it could actually’t be the rest!’”
Particularly, Why the Identify Coastal Mass Brewing?
For one, as we talked about above, the title makes an instantaneous connection to the brewery’s nautical theme.
However the brand new title additionally had a way of practicality to it.
These with sharp eyes will discover that the brand new moniker has the identical initials because the previous one—CMB. And that’s very intentional
“Plenty of our clients round right here check with us as CMB,” says Negrotti. “So after we have been all sitting across the desk pitching concepts backwards and forwards, we needed to seek out one thing that allowed us to proceed working with the CMB moniker.”
What Does the Future Look Like?
We anticipate to see extra of Coastal Mass’ implausible IPAs and might labels within the close to future. “We’re actually turning on all of the pipes to promote our beer as a lot as we presumably can,” says Negrotti, who famous that the trademark course of for the brand new title took about 9 months.
Now that Coastal Mass Brewing formally has the inexperienced mild to maneuver ahead, “I’m excited to see what we will do now that we will go to market with this model title and actually construct up our following in ways in which have been difficult for us to do with out proudly owning the title.”
All we have to do now’s get used to utilizing Coastal Mass as a substitute of that different title we received’t write right here as a result of that will be foolish.
Positive, it’ll take a little bit of time to get used to the brand new title, however you’ll be able to nonetheless anticipate all of the distinctly small-batch hoppy beers we’ve come to like…slightly below a barely totally different title.
Maybe this sums it up greatest: Coastal Mass plans to make a proper announcement of the title change with the discharge of a brand new hazy IPA known as Shoreline. Pouring a brilliant golden yellow haze with notes of citrus zest, ango, ardour fruit and pine, the 6.5% NEIPA hopped with Citra, Simcoe, and HBC 586 might be one of many brewery’s flagship beers transferring ahead.
“I view it as probably the most significant beer we may have launched to this point in our journey,” says Negrotti.
So in different phrases: At Coastal Mass Brewing, it’s simply enterprise as ordinary.
