Thursday, October 6, 2011

New Ale Asylum Brewery - A New Take On A Familiar Place

I'm sure you all diligently read The Cap Times piece describing the new facility for Ale Asylum: 46,000 square feet of gleaming steel to be filled with a brewery, restaurant, and rooftop patio lounge.

Sounds fancy, eh?

But, you're going to say, how can Ale Asylum have a restaurant? They aren't a brewpub! But here's the catch. Ale Asylum doesn't own the building, it just rents the space. It's just one of many tenants in a larger space. Another tenant is a restaurant (that independently purchases its beer supply from a distributor). Another tenant is a rooftop lounge.

If this sounds familiar, it's because we are all familiar with this type of building: it's called a mall.

Can I coin a new term? BrewMall. BeerMall? Mallt?

Coming soon: Forever Over-21.

3 comments:

  1. There's no shared occupancy, nor will there be a full-blown restaurant. Like the current location, it'll be a restaurant primarily in the legal sense (we'll have food for sale). We can sell food because we existed before the brewpub bill was passed, and are therefore exempt via the grandfather clause. We're exploiting a state-sponsored competitive advantage for old breweries over new ones.

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  2. Hmm...interesting. The article is somewhat misleading in this regard then. Darn. I was hoping it would be the Asylum Mallt.

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  3. "We're exploiting a state-sponsored competitive advantage for old breweries over new ones."

    Sounds like when it comes to new breweries, Wisconsin isn't Open For Business.

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