Beers and bikes—Carlsbad-based Rouleur Brewing’s obvious passion for both is so profound it’s hard to tell which owner and Brewmaster Rawley Macias likes more. A two-wheeling casual and competitive rider, Macias named his brewery after the term for an adept all-around cyclist and decked out his flagship North County location with bikes, chains, gears and cycling paraphernalia, plus mounted action photos depicting scenes from races and rides.
When Macias opened a satellite tasting room in North Park in 2021, he offered a new interpretation on the beers-and-bikes motif, then made use of his inner-city location to connect with that region’s cycling community. Those efforts have not gone unnoticed. The company’s authentic engagement with local cyclists and the steps it has taken to build those relationships was recently recognized by the San Diego Bicycle Coalition, which named Rouleur’s North Park tasting room the city’s top cyclist-geared business for 2022.
“Rouleur Brewing received the Bike Friendly Business of the Year award for its amazing involvement in San Diego’s cycling community by leading community rides, organizing industry expos and sponsoring local organizations like the San Diego Velodrome Association (SDVA),” says SDBC Digital Marketing Coordinator Daniel Rodriguez.
The SDVA is a nonprofit promoting and engaging in bicycle track-racing as an athletic sport and recreational activity. It also organizes bicycle swap meets, bike-safety education classes and youth bicycling programs. Rouleur has sponsored numerous SDVA events, which take place at Balboa Park’s velodrome facility and are sanctioned by governing bodies including the United Cycling Federation and U.S. Olympic Committee.
Rodriguez also cites Rouleur North Park’s plentiful bike parking, group rides, involvement with local bike advocacy groups and provision of a welcoming environment for cyclists of all levels as reasons the business was honored.
“Rouleur took the initiative to build bike racks up front for their customers, which is a big plus knowing that more people are cycling around North Park,” says Rodriguez. “And from relaxed social rides to fast-paced groups, the Rouleur team has done a great job bringing folks together for different cycling experiences.”
Macias says the biggest positive of interfacing with San Diego cycling enthusiasts is adding another dimension to the sense of community that subsect enjoys along with enjoyable, beer-equipped start and end points for rides. Rouleur employee Preston Bewley, who manages the North Park tasting room’s bike-related events, agrees.
“Bike people are just the best,” says Bewley. “Cycling in all its forms brings a general sense of adventure, curiosity, and often times, celebration. And what better way to end your ride than with a beer?”
“We definitely have the attention of the San Diego County cycling community,” says Macias. “We sponsor four separate bike teams and clubs in the local area and offer them discounts on products and merchandise. Additionally, we host and lead several weekly rides from both our Carlsbad and North Park locations for riders to enjoy.”
Rouleur’s North Park road rides take place on Thursdays at 5:45 p.m. and Sundays at 8:15 a.m. A “party ride” for cyclists of all skill levels will take place on January 18. The company’s Carlsbad tasting room hosts gravel rides Thursdays at 5:30 p.m. and Sundays at 9:30 a.m.
Rouleur Brewing’s brewery and tasting room is located at 5840 El Camino Real in Carlsbad, and its satellite taproom is located at 2899 University Avenue in North Park