Is craft beer truly on the decline? Judging by the outlook of industry insiders like Justin Philips and Patrick Woolum, the answer is a resounding no.
Philips, who has spent over four years at Mike Hess Brewing and holds a Professional Certificate in the Business of Craft Beer from San Diego State University, asserts that craft beer remains vibrant.
“People still go out. People still go to those breweries, they go to bars. People are still out there,” he says, reflecting on the enduring popularity of craft beer.
With this resilient spirit, Philips and Woolum have been closely watching their local beer scene, waiting for the right moment to launch their own establishment. Their dream will soon materialize with the opening of Rocko’s Modern Taproom, slated for early next year in the bustling heart of Hillcrest.
Despite the craft beer industry’s evolving landscape, Hillcrest remains lively, offering a range of bars and breweries. While Philips acknowledges the presence of Hillcrest Brewing Company, he noted a significant opportunity for an additional beer-centric venue, paving the way for Rocko’s.
Rocko’s, named after the duo’s dog, aims to be a welcoming, all-ages, dog-friendly taproom filled with games and entertainment options such as pool tables, dart boards, old-school arcades, live music, karaoke, and open mic nights.
“We’re trying to make it a fun, bright place to hang out,” Philips states, drawing inspiration from the vibrant cartoon ‘Rocko’s Modern Life’ for the taproom’s color palette.
As Rocko’s Modern Taphouse approaches its opening, they’re gearing up to offer a diverse selection, including craft beer, wine, cider, kombucha, hard seltzers, and non-alcoholic beverages.
The food menu, focusing on easy-to-eat hand-held items like paninis and burgers, aligns perfectly with the gaming environment.
Initially launching with seven days of service for lunch and dinner and potential weekend brunch, Philips anticipates expanding lunch hours by summer due to the nearby Scripps Mercy Hospital and various offices in the area.
“People are going to need a place to take their break,” he emphasizes, looking to attract a diverse crowd.
In true Hillcrest tradition, Rocko’s promises to be a playful, inclusive space for all.
In parallel with the evolving craft beer scene, local restaurants are undergoing their own transformations to thrive in the current atmosphere. The pandemic has forced many establishments to adapt their strategies, with some local spots turning to social clubs to bring in fresh crowds.
One example is the Adams Run Club, which meets every Friday and Monday at Bica in Normal Heights for social runs.
This initiative helps to draw in a contingent of hungry runners post-workout, boosting local business in the process.
Additionally, the literary scene has found a home in bars, exemplified by Madelyne Wagner’s ‘Reading Not Required’ book club, launched in 2021.
With a focus on connection rather than mandatory reading, the club meets on the last Tuesday of each month at The Ould Sod in Normal Heights.
Wagner emphasizes that it’s a relaxed environment akin to hanging out with friends, combining conversation, books, and casual drinks.
These engagements not only create a sense of community for attendees but also serve as a valuable boost for participating bars.
Reiterating the idea that bars and restaurants serve as essential third spaces, local venues are encouraged to adapt to different interests by providing designated areas for various social gatherings.
In other culinary news, Puesto continues to innovate, recently earning its first Michelin Plate and winning gold at the Great American Beer Festival for its Negra dark lager.
The chain now introduces yet another milestone: making all its locations completely seed oil-free, aligning with its ethos of quality ingredients after previously replacing additives in its tequila and tortillas.
Additionally, the newly opened Kiku Room in Little Italy offers a listening bar and lounge experience, bringing low-key vibes and affordable cocktails to the area.
Finally, for industry enthusiasts, the Specialty Food Association’s (SFA) Winter FancyFaire (WFF) is set to make its San Diego debut this January, transitioning from its long-standing Las Vegas location.
This significant trade show is known for showcasing upcoming kitchen gadgets and emerging flavors likely to trend in the coming year.
With key culinary influencers and decision-makers in attendance, the event positions San Diego on the map as a growing culinary hub.
As the craft beer scene continues to adapt and new concepts emerge within the food and beverage landscape, it’s clear that San Diego’s passion for good food and drink is alive and well.
image source from：sandiegomagazine
