It wasn’t all that long ago it seemed local homebrew stores were going the way of the dodo. A number of longtime supply outlets like North Park’s The Homebrewer and Oceanside’s HydroBrew had gone out of business. Even the future of decades-old stalwart Home Brew Mart seemed to be in jeopardy following multiple ownership changes for parent company Ballast Point Brewing and decreasing consumer interest in recreational fermentation.
But in 2023, in direct response to the lack of brick-and-mortar options for amateur brewers, members of that faction and owners of commercial breweries took steps to rectify the situation.
After years of holding homebrew competitions and brewing pro-am beers, Jacked Up Brewery owner Michael Poulson installed a small retail operation at his Escondido facility where patrons could pick up brewing ingredients. Similarly, Backyard Brewery owner and fellow Escondidian Bill Carter teamed with Wild West Homebrew Supply Co. to install a homebrew store just off his tasting room. Those operations joined a pair of brewing companies operating long-existing homebrew outlets, Vista’s Bear Roots Brewing and Guadalupe Brewery’s former base of operations, Carlsbad Brew Supply.
The resurgence continued last year when former Ballast Point employee and longtime Home Brew Mart manager Jim Johnson purchased the Morena business and went on to revamp it, getting it back to its roots while recharging its in-house brewing program.
Even with replenished options throughout San Diego’s North County, Travis Johnson felt the area still needed a new, full-scale brick-and-mortar store; one where customers would be able to find items going beyond the basics and inquire about them as well as a variety of other homebrew-related subjects with staffers. So, he and his wife, Celeste, expanded their business, SoCal Brewing Supply, taking it from an online-only enterprise by installing a 1,500-square-foot storefront in a Vista strip mall off State Route 78.
On Saturday, June 21, the Johnsons will celebrate the store’s first full year in business. When asked how business has been at the store versus online over the past 12 months, Travis says sales have been pretty evenly split. That said, over the past 90 days, he’s seen a surge of website-based sales as a result of increased SEO efforts and the broader customer base available outside his immediate geographic area. Even so, he views the store as the heart of the business.
“It’s why we started SoCal Brewing Supply. The online channel has allowed us to turn inventory faster, offer a wider selection and keep products fresher,” says Johnson. But there’s something to be said for having a physical location. “The store gives us credibility. Customers want to know they’re buying from a business that’s real, reputable and invested. We’re all in.”
The Johnsons have also moved forward with a number of initiatives geared toward interfacing with the business’ clientele in real life. North County is home to members of large homebrew clubs like QUAFF (Quality Ale & Fermentation Fraternity) and the Society of Barley Engineers (SBE). To reach and appeal to them, they have offered the store as a free site for SBE meetings, bottleshares and monthly Beer Judge Certification Program classes. SoCal Brewing Supply is also a drop-off location for a sour beer competition coordinated by SBE sister club, Societe du Lambic.
Johnson also offers discounts to homebrew club members in addition to sales and promotions he offers to the general public. Overall, he has been pleased to welcome homebrewers into his space, but has greater aspirations on that front.
“One big goal is to offer free brewing classes. We want to pass along what we’ve learned and help newer brewers get started,” he says. “We haven’t been able to do this yet due to infrastructure limitations, but stay tuned. We hope to roll out classes soon.”
On the inventory front, the Johnsons felt they had a vast selection when they opened their physical location, but it’s grown tremendously since then. The shop now boasts 130 hop varietals, 180 different grains and more than 300 yeast strains in liquid and dry formats. They’ve also grown their stock of fermenters, accessories and tools, and are looking into expanding to carry distilling and sake-making supplies.
Despite the work that’s gone into building and growing the business, Johnson says his passion for homebrewing has only grown. This despite the many challenges associated with running a store.
“Being open seven days a week puts a real strain on family life. We have two young kids and the time away is hard, but we balance things by closing at noon on weekends,” says Johnson. “From a business perspective, the biggest challenge has been financial. Since opening the storefront, our sales have grown 700%, but that means inventory, marketing and operations have had to scale even faster. It’s the kind of problem you hope for, but it’s not without stress. Margins are tight and the number of people entering the hobby is shrinking.”
Because of that, Johnson feels there aren’t enough North County homebrewers to support another homebrew shop. He believes having another option would spread the customer base too thin for anyone to make enough money to stay open. Throw in the constant and growing challenges presented by online retailers and it’s a tough industry to compete in.
Even so, the Johnsons are happy with what they’ve been able to accomplish and that local amateur brewers – this generation and, hopefully, the next – have places they can go to stoke their passion and continue learning.
SoCal Brewing Supply’s one-year anniversary event will take place after closing from noon to 3 p.m. There will be a bottle share, homebrewed beer, street tacos and 15% off items storewide. The Johnsons say they are excited to thank everyone who has supported them in this venture.
SoCal Brewing Supply is located at 747 Shadowridge Drive in Vista