September Business Spotlight

Ironmonger Brewing & Distilling (+ Axe Throwing) began in 2014 with a passion for craft brew in a 20x20 square foot garage before pivoting its way to success through continued innovation. Today, the brewery occupies 17,000 square feet at 2129 Northwest Parkway in Marietta, encompassing a taproom, a manufacturing facility, and a 16-target axe throwing range.

Distinct Beginnings

Initially, the company’s focus was not on mainstream craft brew, but rather on a unique product called "Naughty Soda." This product was distinctive, beginning with a non-flavored, alcoholic base to which various flavors such as "Southern Iced Tea" and "Berry Surprise" were later added. A defining feature of Naughty Soda was its high brix value, a term used in the food and beverage industry to denote sugar content. With a brix value measuring around 14 or 15, Naughty Soda was notably sweet – even by southern standards.

Soon after opening, the then-owners shifted their focus and began brewing beer under the Ironmonger brand name, later rebranding the business as Ironmonger Brewing Company. While the original founders have since parted ways and the garage is a distant memory, that same passion for brewing endures.

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New Leadership and a New Direction

What began in 2015 as a consulting gig for Doug Bippert for a 5% stake in the company would blossom into Doug and Val Bippert obtaining majority interest ownership of Ironmonger Brewing Company (now Ironmonger Brewing & Distilling). In the Spring of 2015, Mr. Bippert retired as VP of Global Juice Business Acceleration from The Coca-Cola Company, a division he helped form years earlier. Doug’s nearly 30-year experience in the beverage industry made him an ideal fit to consult for the nascent brewery. “After assessing the business, I observed that even if you were to match all of your production with operating costs, the company would remain unprofitable,” he recalled. Without substantially increasing production facility revenue to offset operating costs, the company would continue to drain its cash reserves, necessitating a shift in the business model to ensure sustainability.

Despite this challenge, Mr. Bippert saw an opportunity. Together with a few colleagues from his time at Coke, they acquired approximately 80% ownership of the company. This paved the way for Doug and Val, along with their partner Tom Larsen – a former Coke executive with over 30 years of experience in sales — to assume management responsibilities and ultimately majority ownership interest in late 2019. Upon making this decision, the new management team collectively re-evaluated the business's direction and cut operating costs substantially. Recognizing the need for a unique value proposition, they conceptualized and created a "craft destination" to attract visitors to the warehouse location. Their initial move to add axe throwing lanes to the brewery proved highly successful, packing the place on Fridays and Saturdays. Unfortunately, like many in retail and restaurant industries, COVID-19 forced them to close their doors temporarily right when they were finding their footing.

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Navigating a Pandemic and Adapting to Market Changes

The company completely shut down before reopening in July 2020, when patrons were slow to return. Several developments occurred during the shutdown and the subsequent year. Firstly, the idea that axe throwing could enhance business gained traction, leading other breweries to add mobile axe throwing options and prompting new establishments throughout the city. Secondly, businesses with stable cash flow began relocating to more attractive and experiential locales, especially areas with high foot traffic like Marietta Square. During this time, consumer preferences shifted from "craft destinations" towards activity centers, prompting another transformation in the brewery's business strategy.

On the heels of the changing hospitality landscape, the management team proposed an initiative to transform the establishment into an innovation lab with the intention of developing a unique value proposition. Val, Doug, and Tom understood that competitive positioning would necessitate the enhancement of the brewery's capabilities. Accordingly, they increased their production capacity, improved their formulation process, and engaged a new marketing partner, Anthem Branding Company, to rework the company’s brand imagery.

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Contract Manufacturing

While still working to develop their unique innovation value proposition, Doug and Tom reached out to colleagues in the local craft industry to gauge the potential for additional brewing opportunities. As many small local breweries were closing their doors, the Ironmonger team determined that adding contract manufacturing for other brands would not only serve as a good source of additional revenue but also allow for better utilization of their increased brewing capacity. This approach would also offer fellow brewers a means to continue the brands they had developed but could no longer afford to produce themselves. To date, their contract manufacturing business is ramping up, becoming another successful source of revenue that complements Ironmonger's offerings and helps ensure the company's future.

Adding Distilled Spirits and Winery Licenses

Always on the lookout for new and relevant ways to grow the business, the management team determined that acquiring licenses for distilled spirits and wine could increase interest in the taproom business and eventually provide additional revenue through product distribution. While wine offerings and outside sales of spirits are still in the development phase, the management team is encouraged by the short-term boost in taproom sales resulting from the expanded menu, which now includes cocktails.

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The Present and the Future

As for Ironmonger Brewing, like all breweries in Georgia, it has continued to adapt in the “post-Covid” world to shifting consumer preferences, by developing new lines of business and revenue streams. No longer merely a “craft destination,” the brewery has become a versatile venue for events, such as company gatherings and concerts, all while continuing to brew great beer. On tap, you will find a variety of refreshing choices including the Southern Classic, a lager designed to quench your thirst on these hot summer days; Billet, a flavor-packed blood orange ale; and the limited-edition Barrel Aged Foundry, just to name a few.

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(Ironmonger Brewing is open Tuesday-Thursday 4-9 pm, Fridays from 4-11 pm, Saturdays from 1-11 pm, Sundays from 1-7 pm, and closed on Mondays.)

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Cheers!