Praising the Bar: Jacked Up Brewery

A family business through and through, Jacked Up Brewery has amassed a large following by making visitors feel like family. Its Escondido tasting room is the domain of the founders’ daughter, who works with her energetic team to make it feel like a home away from home, making sure that secondary residence is stocked with plenty of house beer and live entertainment. It’s a fun-plus-fermentables formula that’s worked well, and we’re pumped up to present the standouts at Jacked Up in today’s edition of Praising the Bar.

Editor’s Note: Last week, Jacked Up announced it will be closing on November 26 , but we weren’t going to let that happen without their staff getting the recognition they so richly deserve.

Torry Castelo
Taproom & Events Manager

Where did you grow up?
Poway

When and how did you get into craft beer?
I started working behind the bar on Friday nights to help my parents out. I loved the live-music aspect and how easy it was to just pour beer and be social! I’m very social and had waitressed before, so it was second nature for me. At the time, I was teaching full-time, but ended up coming on full-time at Jacked Up to handle the day-to-day and get us on track with systems. 

What do you love most about your job?
I love planning events and scheduling our live music lineup. 

Truth time, what is the part of your job that you like the least?
To be honest, not much, because 99% is really cool and fun. But if there’s anything, I’d say it’s when a customer comes in and asks for a Budweiser. It happens…ha! And then I have to explain what craft beer is. 

What accomplishments are you most proud of from your time in the craft-beer industry?
Easy. Our Dragonfruit IPA getting first place in the Niche IPA category at the 2023 San Diego Beer News Awards. When Societe Brewing was announced as second-place, I was like, “Aw, I guess we have to try again next year.” They are so well-known and a great brewery with amazing beers, so hearing Jacked Up being called out as the winner was totally unexpected. It was kind of an underdog moment, and it did really grow our presence on social media and get taproom customers coming in to try the Dragonfruit IPA.

What do you love most about the company you work for?
I love the laid-back atmosphere and the rockstar-garage vibe. 

What is your favorite beer that your brewery produces?
So tough! I think Incognito IPA. It’s the perfect light West Coast IPA. My answer changes pretty frequently, though…ha!

What are some of your favorite San Diego craft beers, in general?
I love anything from Seek Beer Co. South O Brewing has a good Czech Pilsner, and if I’m out to dinner and the place has Mother Earth Brew Co.’s Cali Creamin’ (vanilla cream ale) on-tap, I will order that!

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
We refer people to Black Plague Brewing and Little Miss Brewing. Their taprooms are very close to us!

Who are some of your favorite regulars and why?
My favorite regulars would have to be the Chasmars, because they always love our beers, enjoy our bands and even had their wedding reception at our brewery. They are so sweet! Mary Kay, the sweetest lady ever, has been a regular at our brewery ever since we opened, comes in a few times a week and just celebrated her 80th birthday at Jacked Up! Scott and Stephanie are also favorites. They are the nicest couple with the best sense of humor. It’s always nice when people can make you laugh behind the bar and brightens up our day. We got super close with them and they were guests at my wedding. 

Everybody has funny work stories. Would you mind sharing one with us?
Every bad situation turns out to be a funny story after some time passes, but something more light-hearted is when our brew cat, Dakota, comes out to roll around on our stage while five-piece bands are rocking on Friday and Saturday nights. I’m not sure if she is deaf, but it’s always funny to see people in shock of a giant cat that loves beer and hangs out with musicians. What a life! 

What music genre and artists are playing in the tasting room when you’re in control?
All alternative and punk-rock vibes: Oliver Tree, Cage the Elephant, Red Hot Chili Peppers, Tame Impala. Barns Courtney, My Chemical Romance, Maggie Rogers, Paramore. That’s just a few, but I can keep going!

What do you consider cornerstones when it comes to customer service, particularly at a brewery tasting room?
The first impression is everything! I stress to all our employees that everyone gets greeted when they walk in. The first impression is so important because it sets the tone for the rest of their time spent in the brewery and beyond. We want them to leave having had a positive experience. I also think engaging with customers is important. We know if someone sits at the bar, they most likely want to chat, versus sitting at a table where they want to do their own thing. Getting to know customers and being personable is the reason people come back. Another cornerstone is having a knowledgeable staff. A lot of people love meeting the owners of establishments because they know their companies and they know their products. The craft-beer customer knows their stuff and they want to drink at establishments that know their stuff! When people ask what hops are in a beer, it’s important to know and relay that information. 

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
To be open to trying different beers that they might not necessarily choose. Sometimes beers will surprise you. And don’t be afraid to ask questions. We are here to help and inspire! 

What are some of your favorite beer events, whether at your brewery or elsewhere?
I love all the San Diego Beer Fests that Dan Silberstein puts on at Liberty Station. The San Diego Beer News Awards has become a favorite, of course! Inside our brewery, like I mentioned, Oktoberfest is a very fun day. Having live music on the weekend gives us the opportunity to meet amazingly talented bands. I also love our annual Homebrew Competition. We are changing it up big for 2025, so stay tuned!

What do you enjoy doing when you’re not at work? 
When I’m not at work, I’m usually traveling with my husband for his work. When we are home, we like to hang out with friends, and go to our favorite restaurants and breweries on the weekend. You can definitely also find me shopping!

Who do you think you are (a purposely broad question requiring a succinct answer)?
I am a passionate, caring, approachable, creative, authentic girlie!

Else Larson
Bartender

Where did you grow up?
Seattle, Washington

What brought you to San Diego?
I went to school in Washington, DC and eventually wanted to come back to the West Coast. My friends had a sick farmhouse and offered to rent me a room.

When and how did you get into craft beer?
My dad planted hops on the fence line of our house in Seattle when I was an infant. Hops have since taken over our entire fence for the last 20-plus years. I grew up watching him make his own tiny batches of beer for him and his friends. Growing up and living in Seattle, beer is a big part of the Pacific Northwest culture. I’ve been a bartender/beertender since I started working for a beer garden in D.C. in 2021. 

What other beer employers and positions are on your résumé?
I worked for three years at Continental Beer Garden in D.C. while getting my teaching credential. We exclusively served local beers, mainly from the DMV (Delaware, Maryland, Virginia) area and, funny enough, one out of state beer, Mango Cart from Golden Road Brewing in L.A. This was an intense and fun job. We had the capacity for around 250 people and it got about that full nearly every day during the summer. 

What do you love most about your job?
The people! Truly, I love getting to know my customers and chatting with all the kind folks who come in to try our beers. People are usually in a pretty good mood when they are coming in to get a yummy craft brew. 

Truth time, what is the part of your job that you like the least?
The bad pick-up lines.

What accomplishments are you most proud of from your time in the craft-beer industry?|
I am proud of my ability to recommend exactly what someone says they’re looking for in a beer.

What do you love most about the company you work for?
That it’s a small, family-owned place. There is not a day I have worked here where the owners, Mike and Carly Poulson, are not at the brewery before I am. There isn’t a touch of corporate B.S. to this job, which is unlike many jobs I’ve worked before. The owners are very personable and down-to-earth, which makes working here enjoyable.

What is your favorite beer that your brewery produces?
My favorite is the Scottish Ale. It’s so yummy. If I’m feeling crazy, I also love the Dragonfruit IPA, but who doesn’t. 

What are some of your favorite San Diego craft beers, in general?
I haven’t lived here long enough to have a favorite outside of ours yet! I have some favorite Seattle breweries, though, like Old Stove Brewing.

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
GOAL. Brewing

Who are some of your favorite regulars and why?
I have a handful of regulars who I enjoy seeing several times a week. Mary Kay is probably my favorite. A tough 80-year-old who has her own seat, she never has to come up to me to order. I know she will be having her favorite every time, our Freedom Rings pale ale. She brings treats for our brewery cat, Dakota, and always has stories to share. 

What music genre and artists are playing in the tasting room when you’re in control?
I’m big into Kytranada, Daft Punk, Tierra Whack and Peggy Gou. I’m a fan of house music, which I get to enjoy a lot around San Diego.

What do you consider cornerstones when it comes to customer service, particularly at a brewery tasting room?
Making the customer feel welcome and comfortable enough to ask questions and sample as much as they want, regardless of how much or how little they know about beer. Craft beer can be intimidating when you’re new to it. so I make sure to figure out what flavors or other things my customers like to drink before recommending anything. 

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
Don’t be afraid to ask questions! Don’t feel like you have to just order a random IPA and suffer through it. Tell your bartender what you like to drink and ask them to recommend something or to tell you about their favorites if you’re not sure what to order.

What are your career aspirations either in or beyond the craft-beer industry?
I received my elementary education degree from American University last May and taught third grade. I plan to get back into the classroom in some capacity soon. In the meantime, I am bartending and private-tutoring. 

What are some of your favorite beer events, whether at your brewery or elsewhere?
We have line-dancing twice a week, which is fun – even just to watch – and I enjoy our Oktoberfest event. We’ve got the dirndls and all.

What do you enjoy doing when you’re not at work?
I enjoy traveling, weight-lifting, cooking for friends and loved ones, hands-on projects, time with my pets and plants, camping, fishing and spending time in the ocean. This job allows me to take time to travel when I want, which makes me feel pretty lucky. 

Who do you think you are (a purposely broad question requiring a succinct answer)?
I think I am a good friend to have.

Ivonne Damian
Beertender

Where did you grow up?
I grew up in Lodi, but then moved to Fallbrook. My family always thought San Diego was beautiful, so they decided to move out here.

When and how did you get into craft beer?
I attended a taco-and-beer fest at Petco Park with some coworkers a few years ago. It was where I tried my first IPA. I really enjoyed the variety of interesting flavors and the idea of how craft beer is made. I began exploring breweries in the area, then stumbled upon Jacked Up and fell in love with their raspberry pale ale!

What do you love most about your job?
Where do I start? I love working at Jacked Up because we have a great team from the kitchen to the bar. Our owners, the Poulson family, treat us with the utmost respect and care. I love meeting people in the community and forming a connection with our patrons!

Truth time, what is the part of your job that you like the least?
It sounds silly, but I am the worst at opening wine bottles, so my least favorite part of the job is doing that during a busy shift!

What accomplishments are you most proud of from your time in the craft-beer industry?
I am a newbie in the world of craft beer. Every day is a learning experience, but I’d say the day I changed a keg alone was the day I felt the most confident at work!

What do you love most about the company you work for?
I love that the owners treat us like family!

What is your favorite beer that your brewery produces?
I would say it’s between Feel My Rasp (raspberry pale ale) and the Strawberry Extra Hard Seltzer!

What are some of your favorite San Diego craft beers, in general?
One of my top favorite craft beers would be Mother Earth’s Cali Creamin’!

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
I would highly recommend Black Plague’s Purgatory Lounge in Escondido! They have delicious smashburgers, creative beer names and cool decor!

Who are some of your favorite regulars and why?
My favorite kind of regulars are the ones who come in every week after work, ready to unwind and vent about their week! Part of being a beertender means you will be the patron’s listening ear. It allows us to build a connection with customers and make them feel comfortable at the brewery!

What music genre and artists are playing in the tasting room when you’re in control?
It’s ‘80s rock all the way, and some Fleetwood Mac is a must!

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
To be open to new flavors and expand their taste buds.

Breweries being spotlighted via our Praising the Bar feature performed exceptionally well in San Diego Beer News Awards voting during the span of 2021 to 2024