White Lion Brewing
After a Year to Forget, This Springfield Label Is Ready to Roar
He called the promotion ‘cans to go,’ which pretty much says it all.
Indeed, while he could brew his craft-beer label, White Lion, at his new facility on the ground floor in Tower Square, Ray Berry couldn’t sit any visitors at the attached pub because the facility wasn’t finished and painstakingly slow in its progress. But he could sell cans to go — and he did, quite a few of them, in fact — on Wednesdays and Saturdays from 2:30 to 7 p.m.
May 26 was the last of those Wednesdays, and the last day for the promotion. Berry was sad to see them go. Well … sort of, but not really.
He called a halt to cans to go so he could direct 100% of his energies into the next phase of the White Lion story, a chapter that has been delayed more than a full year by COVID-19 — the opening of that much-anticipated downtown brew pub and a resumption of outdoor events with the now familiar White Lion logo attached to them.
“We want to make sure all the I’s are dotted and T’s are crossed, take a pause, exhale, and made sure everything is in place for our June opening,” he said. “We want to be ready to really hit the ground running.”
As he talked with BusinessWest, Berry was checking the schedules of a number of prominent elected officials, trying to find a date when most of them could attend a ribbon-cutting for the opening of his downtown facility. That ceremony will be both a beginning and an end — a beginning, as we noted, of an exciting new chapter, and the end of 15 months of COVID-fueled frustration that didn’t derail White Lion, but struck at the absolute worst time for the brand born in 2014.
“COVID set us back a full year,” he said, adding that the owners of Tower Square, who also act as the general contractor for the buildout of his facility, had set May 2020 as the date for that project to turn the key and open for business. “We’ve been creative, and we’ve made a number of pivots along the way and diversified our portfolio, but the bottom line is we lost a full year and more.”
He said moving up the timetable for fully reopening the state will certainly help, giving him an additional 10 weeks of operating without restrictions that he wasn’t anticipating — although he was watching the situation closely and was hoping the date would be moved.
“We’ve been creative, and we’ve made a number of pivots along the way and diversified our portfolio, but the bottom line is we lost a full year and more.”
“We were already going to gear up for some sort of opening during the month of June,” he explained. “But we always wanted to be in a situation where any opening would be an unrestricted opening first, rather than a restricted opening, so we’re very happy to be in this new normal.”
Berry acknowledged that the office crowd that has helped make his outdoor events so successful — and will be one of his target groups for his Tower Square facility — hasn’t come back yet, may not return until the fall, and certainly may not be all that it was, sizewise, at the start of 2020. But he said that audience is just part of the success formula for this endeavor and that the ultimate goal is to bring people into downtown from outside it.
“We’ve never predicated our business model on one particular group,” he explained. “Craft breweries are destinations — they are considered experiences to the consumer. So consumers will take it upon themselves to find out where the local craft breweries are.
“Even when we had cans to go two days a week, we would have an influx of people from outside the area who would say they were driving through or were eating somewhere local downtown and looked up ‘local breweries,’ and White Lion popped up, so they came in.”
As for other aspects of the White Lion business, Berry said the beer garden that was a fixture in the park across Main Street from Tower Square will return in some form in 2021 — and at multiple locations. He’s currently in discussions with those running Springfield’s Business Improvement District and other business partners to schedule what he called “a series of special events that will encourage people to come out and support the local businesses in the downtown corridor.”
Overall, a dream that was years in the making took another full year to finally be fully realized. But, at long last, White Lion is ready to roar to life in downtown Springfield.