Though a proven source of guaranteed revenue when well executed, membership-based specialty beer clubs are a laborious undertaking for breweries. While number-crunching and logistical analysis are necessary, the real X factor that tends to separate top-tier clubs from the rest of the pack is a chief organizer’s level of beer fandom. In short, if you want a club that beer enthusiasts will respond to, it’s best to put a bona fide beer enthusiast in charge. Such was the case when Miramar’s AleSmith Brewing established its Order of the Anvil club, and handed the reins to Wil Izor, a ten-year veteran of the company who, in addition to serving as its Warehouse Manager and Brewery Ambassador, is an nth-level beer collector.
Izor is known around the San Diego beer scene for his friendly demeanor and generous spirt where it comes to sharing the many, many rare and special beers he’s amassed through trades with fellow enthusiasts near and far. His passion for beer was first ignited on the job, where friend and former AleSmith brewer (and current TapRoom Beer Co. Brewmaster) Bill Batten taught him everything there was to know about the company’s line of to-style, award-winning beers. While Izor earned a quick appreciation for all of them, he took an especial liking to the strong-yet-graceful offerings from AleSmith’s barrel-aging program.
“I started collecting AleSmith beers and loved sharing them with family and friends. From there, I started to collect and trade them for other barrel-aged beers from different regions in private groups,” says Izor. Trying all of those diverse, often experimental beers, inspired him to push to get AleSmith’s beer-club—an idea that had been contemplated for years—off the ground. Izor pitched the idea to Head Brewer Ryan Crisp, explaining how he intended to focus on the brewery’s barrel-aged stouts a la the brewery’s annual Speedway Grand Prix. He received the green light, put together a team made up of staff from the brewing team, marketing and tasting room, and the Order of the Anvil officially launched in 2018.
The club has been a success, with membership growing each year, and its varied barrel-aged offerings have earned positive reviews from craft-beer fans, a contingent that can be rather critical when something doesn’t meet their expectations. Izor says this has much to do with the fact he and his colleagues listen to their members care of an end-of-year survey and one-on-one dialogs throughout the year. The comments collected through these channels help inform the following year’s slate of 11 member-exclusive bottles of beer. The following are 2021’s Order of the Anvil releases:
- Hawaiian Retreat Speedway Stout: I Wanna Be Down—Imperial stout aged in brandy barrels with coconut, vanilla beans and coffee
- Minister of the State Speedway Stout—Blended imperial stout aged in premier bourbon barrels with coffee
- Lost Prophet: Hawaiian Layover—Imperial stout aged in rye whiskey barrels with vanilla beans, coconut and cacao nibs
- Novel Empire: Cellar Dweller—Imperial porter aged in Weller bourbon barrels
- Jeanna’s Brew Ha Ha—Rye wine aged in bourbon and rye whiskey barrels (named after Order of the Anvil member Richard Dickinson’s late wife)
- Heavy Forge: Maple Van Edition—Imperial stout aged in vanilla extract and maple syrup barrels
- Braggot Barley Wines—Two varieties of braggot barley wine ale, one aged in port wine barrels with Melato Forest honey and Aroeira blossom honey, and another aged in Madeira wine barrels with buckwheat honey and avocado honey, respectively (collaboration with Bay Park’s Lost Cause Meadery)
- Barrel-aged Belgian Quad—Belgian-style quadrupel ale aged in red wine barrels
“My love for barrel-aged beers comes from the barrels we use, so we add just enough adjuncts that we don’t take away from the barrel characteristics,” says Izor. “Since all the beers are barrel-aged, we must plan years in advance to create the upcoming releases. It might take a year, two years or even longer to accomplish what we are looking for in the base beer. I work closely with the barrel-aged team, and after tasting barrels, we decide what beers will be released at certain times in the club schedule.”
Members also receive the opportunity to purchase “Premium Reserve” beers each year. This year’s Premium Reserve offerings will include a version of AleSmith’s Speedway Stout aged in Grand Marnier barrels, another that’s matured in bourbon barrels with Vietnamese coffee and double the normal dose of coconut and vanilla, plus a bourbon barrel-aged imperial porter infused with hazelnut, cacao nibs and vanilla beans. Other Order of the Anvil perks include “swag” items such as a taster-glass set and a branded mug, plus discounts at AleSmith’s tasting room, access to member events like a welcome party and Padres game outing, and more.
“Beyond revenue generation, AleSmith is in the business of making beers to create experiences. Members share their AleSmith experiences with friends and family when they pop open that special Order of the Anvil beer,” says Izor. “These experiences and the ones we have at AleSmith and offsite with our members are what this club is all about.”
Those interested in joining the Order of the Anvil—or are looking for a holiday gift for the barrel-aged beer over on their list—can visit the brewery’s online platform. Registration is open from now through December 31.
AleSmith Brewing is located at 9990 AleSmith Court in Miramar