Humble Sea Brewing Co. has made a splash with its latest tap house opening on Pier 39 in San Francisco, bringing with it a refreshing mix of local charm amid peak tourist season.
Co-founder Frank Scott Kreuger expressed surprise at the turnout of locals, noting, “Honestly, the biggest surprise has been how many locals are showing up to crush beers with us on the pier.”
Despite the bustling, tourist-centric environment that Pier 39 often portrays, the brewery’s allure seems to bridge the gap.
Kreuger added, “We always hoped we’d attract San Francisco’s beer nerds and hometown fans, but we also know Pier 39 can feel like it’s ‘for tourists only.’ Seeing true beer heads trek out here—even with the crowds—is rad.”
This local enthusiasm is also evident at the brewery’s existing beer garden on another pier, which has unofficially entered its summer phase.
“It reminds us a lot of our Santa Cruz Wharf location, where we’ve seen a similar vibe: locals mixing with visitors and showing up strong for good beer in a wild spot,” stated Kreuger.
In San Francisco, shift lead Eli Morin noted a notable trend where sightseers quickly become familiar faces.
“We’ve seen a lot of tourists who become short-term regulars,” Morin reported, adding, “They’re like, ‘Alright, cool,’ and make a little home base for a few days in a row.”
The tap house welcomed a diverse crowd on a recent Thursday afternoon, including vacationers, post-work professionals, and even a group from Santa Cruz who were in town for a Giants game.
Humble Sea’s award-winning beer lineup, along with its innovative new releases, continues to resonate well across its various locations.
Kreuger shared insights from their outposts in Alameda, Pacifica, and Felton, which influenced their approach at Pier 39.
“If there’s one thing we’ve learned, it’s that people love food,” he said.
With no kitchen in the modest taproom, Humble Sea partnered with the nearby Taco Cantina to provide patrons with a seamless dining experience through QR code service delivered right to their table.
Calling it a “total win-win,” Kreuger highlighted the synergy: “It’s like we’re their beer garden and they’re our kitchen.”
A key element to the new spot is maintaining the continuity of their product while infusing the surroundings with uniqueness.
“We really lean into what makes each spot unique—whether it’s the geography, the architecture, or just the general vibe,” Krueger shared, contrasting the serene redwoods at Felton with the lively waterside atmosphere at Pier 39.
He emphasized their goal of providing distinctive experiences at different locations, quipping that they want patrons to feel like they are “collecting the whole set.”
Visitors to the new Humble Sea tap house have options on how they approach their experience, whether as regulars, newcomers, tourists, or locals.
They can choose to navigate the main thoroughfare and enjoy some people-watching or opt for ample elbow room along the almost deserted perimeter walkway, with beautiful harbor views leading directly to HSB’s new gem.
image source from：https://www.ediblemontereybay.com/blog/field-trip-notes-from-humble-seas-new-spot-in-s-f/
