For any brewer that aspires to be more than just the neighborhood brewpub (and there are plenty of great ones that are content to do just that), the goal is to get your brand and your beer in front of as many drinkers as possible. Traditionally, the way to accomplish that is through retail – but that requires spending money on increasing production, storage space, packaging, and likely a third-party distributor. Even then, you’re fighting with Big Beer like AB InBev and countless other independents for scant shelf space at the store and limited tap handles at the bar and restaurant.
No wonder that many brewers these days are opting for a different way: taking their beer to the people themselves via satellite locations. Since 2020, St. Louis craft pioneers Schlafly opened taprooms in St. Charles and Highland, Illinois; 4 Hands Brewing Co. expanded to Chesterfield (2023) and Kirkwood (2024). Wentzville-based Friendship Brewing popped up in Flint Hill (2023) and Hannibal (2024). Goodwood Brewing in O’Fallon is an extension of a Louisville-based brewery.
But by far the most prolific local empire is Good News Brewing. Since first launching in O’Fallon in 2017, Good News has opened three additional locations in Defiance, Augusta, and the French Town neighborhood of St. Charles. This spring, they’ll open a fifth in Wildwood. “Distribution has never been our goal,” said Dan Tripp, co-owner of Good News with Matt Fair. “We’re not fighting for shelf space or in competition with people.”
Of course, that’s not to say building a brand out of brick-and-mortar is easy. While these brewers may not have to deal with a distributor or fight to get their four-packs in the coolers at Schnucks, they face a gauntlet of other issues stemming from extra real estate, including landlords, leases, upkeep and overhead. For instance, Schlafly recently cited an expiring lease and impending repairs in closing its St. Charles Bankside location; Friendship decried increased property and flood insurance as part of their reason for shuttering their Hannibal outlet for the winter months, at least. Tripp said that Good News limits its liability by owning the buildings in which they operate. “We’re building a brand, but we’re also building assets,” says Tripp. “We learned really quickly that banks don’t want to fund buildouts and start-ups – breweries are closing. But they are happy to hand out money when there’s real estate attached.”
The risk of investing in these locations is somewhat offset by the control owners maintain, not just over their product, but over their brand. Because breweries like Good News aren’t just selling beer – they’re also exporting a taproom experience. “It’s about creating community in your own neighborhoods,” said Tripp. “We focus on being a community center.”
This article appears in March 2025.