
By Rose Laudicina
Staff Writer
Robert Poitras took a gamble on starting a craft-beer brewery in the Triangle at a time when craft beer was an idea that few had heard of.
When he started the Carolina Brewery with his business partner, Chris Rice, in 1995, consumers were starting to show interest in craft beer, yet it was still a risky business venture.
Now in 2012, interest in craft beer is stronger then ever and has helped propel the Carolina Brewery toward its 17th anniversary.
“The 21- to 30 year-old crowd is now choosing quality over quantity,†Poitras said. “They want to drink local and they want to relate to their beer, and it is certainly good for our industry.â€
Just in time for the brewery’s anniversary, being celebrated this week, the Chapel Hill-Carrboro Chamber of Commerce named the Carolina Brewery as its Large Business of the Year.
“When you receive awards like this it helps validate you to people,†Poitras said.
When Poitras, a third-generation Tar Heel, graduated from UNC and was struggling with the question of what to do with his life, he decided to chase a dream and start a brewery.
Poitras had studied abroad in Switzerland, where he first discovered a wide variety of beer. Then while taking summer-school classes in California he was introduced to the local brewing scene, where the trend was toward craft beer, an idea not yet seen in the South.
So upon graduation Poitras and Rice set off on a beer-drinkers dream trip, visiting more than 100 breweries around the country, talking to owners and brewmasters to gather best-practices information.
“We didn’t want to just be focused on students or tourism,†Poitras said, “we wanted to create a Cheers-like environment. A local brewery focused on local people.â€
When Carolina Brewery opened on the west end of Franklin Street in 1995, the businesses solidified its place in beer history as the first craft brewery in Chapel Hill and the first brewery to distribute growlers in North Carolina.
“We had to build up the education about craft beer and the terminology and styles,†Poitras said.
Poitras and Rice saw their business take off, thanks to local businesses like the Carolina Inn, Linda’s Bar and Grill and Weaver Street Market taking a chance on the brewery by stocking its beer and the public embracing their idea.
Now they have been able to expand the brewery, adding more brewing tanks, another restaurant in Pittsboro and offering beer in cans.
“I feel like we have succeeded in becoming an institution in Chapel Hill,†Poitras said.
“For me growing up, the institution was the Rathskeller. When I was in school, it was Spanky’s. And now I feel like we have become a Chapel Hill institution.â€
Although Poitras could easily sit back and enjoy his success, he is continuing to push the brewery into new ventures.
Last week the brewery finalized a deal to launch the distribution of two beers, Sky Blue and their Flagship IPA, in Hilton Head and Charleston, S.C. – the brewery’s first out-of-state distribution.
“We are committed to growing, Poitras said. “We want to become more of a regional brewery.â€
While initially the brewery he and Rice started to spread the love for craft beers and good food might have been risky, he has faith in the younger generation to help keep it alive and allow it to continue to grow.
“I think this younger demographic can and will be craft connoisseurs for the rest of their lives,†he said.