As is to be expected, there’s an element of sadness for business owners when they decide to call it a career and close up shop. This tends to be especially true in the brewing industry. Breweries are more than brick-and-mortar sellers of commodities where customer interactions are limited to register ring-ups and helping people find an item they came to purchase. In most cases they are communal hubs built on return patronage from regulars who form relationships and, in some cases, friendships with the staffers serving their beers. Such has been the vibe at Escondido’s Jacked Up Brewery since it debuted in an islet compound between Grand Avenue and Valley Parkway in 2016.
Bringing people together over beer and live entertainment – a longtime key attraction at Jacked Up – was co-founding brewer Michael Poulson’s main objective when starting the business with his wife, Caroline. It didn’t take the duo long to make good on that aim. In no time they amassed a fierce following of locals looking for cold beer, loud music and unadulterated fun times. Lines at the bar got so long and difficult to manage, especially during show nights, that the Poulson’s daughter, Torry Castelo, transitioned from her teaching career to head tasting room operations, along with marketing and booking of entertainment.
The full-on family business model has been a successful one for Jacked Up. Two years ago, the company expanded its reach by getting its beers canned and into distribution at chain stores, and in 2022, the Poulsons explored the possibility of expanding by opening a satellite tasting room in the Riverside County city of Menifee before determining it wouldn’t be the most prudent move. Through it all, Jacked Up’s regulars have remained loyal, making for blowout-sized events and weekend till totals that would be the envy of many breweries, especially in these challenging times for the craft-beer industry. Despite all that, the Poulsons have decided to close the business. And while the decision brings on a touch of sadness for the family, it’s tempered by what they have achieved and what is yet to come.
“We’ve poured our hearts into Jacked Up Brewery and thinking about saying ‘goodbye’ is bittersweet, but after eight years, we feel it’s the right time to move on and start a new chapter,” says Michael. “We’re grateful for all the memories and support from our amazing community, but at almost 70 years old, I am ready to slow down and enjoy more time with my wife and family. We’ve loved every moment at Jacked Up, but now it’s time to step back and relax.”
From the get-go, the Poulsons have been very hands-on proprietors. Their employees report that both owners put in days going well beyond the standard eight hours, almost always getting to work well before their staffers. Those same individuals (several of whom will be celebrated next week in our Praising the Bar series) say the Poulsons have exemplified compassion and respect, making them feel like they, too, are part of their family. It’s a warm inclusiveness that extends to the company’s customer base and is chiefly responsible – along with high-caliber musical acts, including Michael’s occasional on-stage guitar-and-vocal sets – for Jacked Up’s scores of regulars.
What started as a microbrewery operation quickly grew into a hub of laughter, friendship and countless memories. From our first brew to our packed St. Patrick’s Day parties and summer nights with live music, every moment has been unforgettable. Watching this community grow, sharing laughs and celebrating life’s moments with all of [our patrons] has been the best part of the journey.”
Michael Poulson, Owner & Head Brewer, Jacked Up Brewery
The Poulsons were also well known for their support of local homebrewers. Jacked Up regularly coordinated homebrewing competitions and participated in San Diego Beer News’ Homebrew Summer program, wherein they teamed with local amateurs to brew five pro-am beers over the past two years. Michael also established a retail area selling a variety of homebrew ingredients in a corner of the building housing his brewery.
Jacked Up’s last day of business will be Tuesday, November 26, but its last hurrah will be a farewell party taking place on Saturday, November 23. That event will, of course, include live music, but it won’t involve any tours of the space for individuals interested in purchasing the facility, brewing equipment or the brand, none of which are for sale.
“As brewery owners, our biggest accomplishments include creating this safe space for the community, local musicians, local bands, comedians, regulars, families, youth rock bands and more,” says Michael. He also counts creating unique beers, including Jacked Up’s popular and award-winning Dragonfruit IPA, high on his list of achievements. “As a family, we’ve grown closer through this journey. We’ve shared the challenges and joys of running a business together, and those experiences have strengthened our bonds. Knowing we’ve made a positive impact in the community and created a welcoming space for everyone is something we’ll always cherish.”
The Poulsons welcome anyone who has something they’d like to share with the owners, be it kind words or good memories of their time at Jacked Up, to do so via email. Those messages will be put to use at the business’ last-day party.
Jacked Up Brewer is located at 800 West Grand Avenue in Escondido