News Summary
Smartmouth Brewing announced the upcoming closure of its Norfolk site in the Chelsea district after 13 years due to evolving market conditions and shifting consumer preferences. The brewery will focus on its Virginia Beach location, Smartmouth Pilot House, which offers tasting rooms and small-batch brewing. Rising costs, industry closures, and changing customer habits have influenced this decision. The Norfolk location will remain operational until late December, with plans to find new tenants. The company aims to enhance its Virginia Beach offerings while maintaining community ties through events and popular brews.
Norfolk, Virginia – Smartmouth Brewing has announced the impending closure of its original location in Norfolk’s Chelsea district by the end of this year. The Norfolk site at 1309 Raleigh Ave. has served the community since opening in 2012 and has operated for 13 years.
Porter Hardy, the president and co-founder of Smartmouth, noted that changes in market dynamics significantly contributed to this difficult decision. Originally, the Norfolk location was built around a distribution sales model; however, over the past couple of years, the brewery has adapted its operations and moved away from this model. Last year, sales of craft beer across the nation fell by 4%, according to the Brewers Association. Furthermore, for the first time in 20 years, there have been more brewery closures than openings nationwide over the past 18 months.
Consumer preferences have shifted, with many patrons now seeking broader experiences that include food and wine along with beer. This evolving landscape has influenced Smartmouth’s business strategy dramatically. As a result, the focus has shifted to their Virginia Beach location, known as Smartmouth Pilot House, which will remain open and serve as the primary center for the company moving forward.
The Smartmouth Pilot House, located at 313 32nd St. near the Virginia Beach Oceanfront, features a small-batch brewing system and private event space. Hardy explained that 75% of the Virginia Beach site is dedicated to a tasting room, allowing customers a space to socialize, unlike the Norfolk location, which was more production-oriented. The company has pulled out of grocery store distribution but still maintains close relationships with local restaurants.
In addition to changing consumer desires, rising costs of ingredients, packaging supplies, and aluminum due to recent tariffs have put pressure on the brewing industry, contributing to the decision to close the Norfolk location. Other breweries in the Hampton Roads area have also faced closures recently, including O’Connor Brewing and Armed Forces Brewing Co.
As Smartmouth refocuses its efforts, plans are underway to enhance the customer experience at the Virginia Beach location. Though a specific closing date for the Norfolk location has not been determined, it is expected to close in late December. Hardy has expressed a desire for the Norfolk site to continue operating as a brewery and is actively searching for someone to take over the space.
Smartmouth Brewing is also hosting several events at the Norfolk location prior to its closure, ensuring that operations continue smoothly until the end. The brewery gained attention for its unique brews, such as the popular Saturday Morning Marshmallow IPA. Last weekend’s anniversary celebration in Norfolk was described as bittersweet, with many community members sharing fond memories of their experiences with the brewery.
While the closure represents a significant change, Hardy reassured the community that “this isn’t goodbye” as the brewery will continue to operate in Virginia Beach, focusing on adapting its services to better meet customer needs.
In summary, Smartmouth Brewing’s closure of its Norfolk location is a direct response to evolving market conditions and shifting consumer preferences, but it does not mark the end of the company’s presence in the region, as it maintains its Virginia Beach operations as its main hub.
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Additional Resources
- WAVY News
- Wikipedia: Smartmouth Brewing Company
- Pilot Online
- Google Search: Smartmouth Brewing closure Norfolk
- WTKR News
- Encyclopedia Britannica: Craft Beer
- Virginia Mercury
- Google News: Smartmouth Brewing Norfolk
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