ROCHESTER, N.Y. — Three Heads Brewing is celebrating 10 years on Atlantic Avenue this month, standing strong as several craft breweries across the region have closed their doors.
Owner Geoff Dale said the brewery’s success comes from being more than just a place to drink beer. Three Heads Brewing has expanded into hosting live music and community events, drawing in customers who might not have otherwise visited.
“I mean, it becomes you cast a wider net, you know, where we have been able to bring some people in that have now become three heads fans, but they were really music fans,” Dale said. “It’s trying to be bigger than like just the brewery. We want to be something and show people that you can do more. If you have a platform, you should use it to try and help people around you.”
Dale tells News10NBC’s Garrett Chan Three Heads has become a generational brewery since opening in 2010. Paul Leone, executive director of the New York State Brewers Association, said breweries must evolve with what customers want.
“They have to evolve with what the what the public wants. And I think Three Heads is one of those, along with all the breweries that are open right now,” Leone said. “And there was a point in time where all they had to do was make beer and have a bag of chips or pretzels, and people would come in and have some beers. And today, you know, they have to have food, they have to have entertainment. People want experiential visits.”
A couple of blocks down from Three Heads Brewing is the former Heroes Brewing, which closed last July. It joined a half dozen craft breweries in the region to shut down in the last year.
Leone said despite the recent closures, the industry is still very much alive.
“The brewing industry is no different than the local restaurant. And so the industry is, is doing doing pretty well in Rochester,” Leone said. “And, you know, and again, breweries are going to close this is this is not something that’s going to stop at. Breweries are also going to continue to open.”
“I think like anything, you can’t be stubborn,” Dale said. “You have to be smart enough to open your eyes and look around and evaluate and then take your next step.”
Dale said Three Heads Brewing will continue to adapt to the cyclical nature of the craft beer industry. The brewery plans to stick with its core brands and move away from one-off products.
Three Heads Brewing’s 10th anniversary is June 16. The brewery is hosting a four-day party from June 11 through June 14.
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