Party in the Streets: Deschutes Discusses Their Roving Pop Up Street Pub

As the volume of craft breweries grows to historic levels, it’s harder and harder to stand out in a meaningful way. In 2015 Deschutes Brewery decided to bring their own local flavor into some of their top markets via the Street Pub, a 402-foot bar built to replicate one of their brewpubs back home in Bend and Portland. Taking the portable pub on the road, they shut down seven downtown blocks to raise funds of almost $400,000 for local charities along the way.
While they knew the pop-up bar would be popular, the results were beyond expectations for Deschutes, from the magically perfect weather they encountered to the game of one-upping the previous city. “It’s an expensive thing to do,” says Joey Pleich, Deschutes’ Field Marketing Manager who led the endeavor. “Street Pub has been a big risk.” But in the end it was also a big success.
Pleich gives us the behind the scenes action of Street Pub 2015 and tells us what 2016 will bring. Deschutes recently released vintage 2015 barrel-aged versions of The Abyss Imperial Stout, aged on both cognac and rye whiskey barrels from Willett Distillery and will be announcing a new east coast facility within the coming month.
Paste: How did the first year of Street Pub go?
Pleich: It started in Philly and exponentially grew from there. It was really cool, a challenge going city to city where our non-profit partner and the community would get involved and share numbers from the previous city. They were all excited to try and top those previous numbers and that’s pretty much what happened across the board.
We started with 6,000 in Philly, where we raised about $40,000 for charity, and at the end of the year we had 14,000 people raising $100,000 for charity. It’s been way bigger than we thought or planned. We thought it would be something where we’d shut down a city block and throw an awesome beer party for a day and raise $15,000-20,000 and celebrate the culture of our pub. That has spiraled into one of the bigger programs in the country.
Paste: What are the 2016 plans?
Pleich: There will be a mix of going back to the same places and new places. We want to spread the love but, at the same time, there are certain communities that really embrace the concept and we want to go back.
Paste: What’s it like bringing the pub on the road? The dates are spread apart. Is it a total disassembly before the next city each time?
Pleich: They were spread out because it’s been me doing all the planning and execution. I’ve got an awesome team that works with me, but there’s a lot to be done on the front end.