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“It’s not a business….it’s a lifestyle, and the one I have happily chosen.” – David Walker, Co-Founder Firestone Walker Brewing
It’s been years since we first sat down with David Walker, who founded Firestone Walker Brewing along with Adam Firestone in 1996, and what was born in a simple shed is now one of the nation’s largest and most successful craft breweries.
And now with the Paso Robles, California-headquartered brewery celebrating its 25th Anniversary it seemed the perfect time to reconnect with David and he graciously made the time.
ACB: David, thanks so much fo joining us. We can’t believe it’s been almost seven years since we did a “5 Stupid Questions” with you. Did you ever expect what you started in a family vineyard along with your brother-in-law Adam, would become what Firestone Walker is today?
Our first business plan had us growing to 10k barrels. It seemed like a reasonable destination and matched the size of many of our artisanal neighbors running small wineries in our area. Today we brew in excess of 500k barrels, an outcome we marvel at in our reflective moments.
ACB: Any successful company has its share of steps forward and back. As you look back over the brewery’s now 25 year history what are some of the business decisions you feel best about?
There has always been a lot of showmanship in brewing; contrarians, activists, comedians, as if a brewery or beer had to stand for something to be successful. Many would argue that a brewery does need this. In our case we decided to go another route and focus solely on the beer and make the beer in the glass do the talking. Our mantra is Beer Before Glory, which speaks to this culture. In short, it’s the best decision we made.
ACB: How about some of the business moves that in retrospect you wish you hadn’t made or would have done differently?
After 10 years of glacial growth we accelerated and grew exponentially for the next 15 years. It was almost impossible to plan, as demand constantly disrupted any sensible forecasts. We made plenty of mistakes and we learned from each one.
ACB: In 2015 you shared with us that the first beer Firestone Walker ever released Double Barrel Ale (DBA) was your go-to at home. Is it still?
DBA remains my home beer, it was our first born. A beer that is complex, drinkable, packed with tradition and embodies all the hopes and dreams of our brewery. A powerful part of our story.
ACB: Any beers that the brewery has retired over its quarter-century of brewing, that you’d like to see back, if only as a limited release?
We made a beer called Pale 31 in honor of California, the 31st state of the union. This style truly changed the world of beer with its dry-hopped driven aromas and crushable body. American craft beer changed the world with this style. Then the voracious appetite of the craft consumer pushed brewers to double down on flavor and the West Coast and hazy IPA trends followed, leaving this elegant style somewhat ignored. I’d love it to return, and I imagine that someday Pale 31 will be reborn.
ACB: In 2016 Firestone Walker opened The Propagator down in Venice Beach. What was the thinking behind that expansion? Has it lived up to expectations and do you get down there often?
Venice is an edgy, creative community in the middle of a metropolis often accused of being bathed in so much sunshine and beauty it’s hard to divine what it wants. We were seeking opinions, wanted to be challenged and so we chose to locate the Propagator in this community. It worked, as we now have over 100 different beers and are releasing new ones monthly; all born in Venice.
ACB: Sustainability and conservation are increasingly part of Firestone Walker’s DNA. Your organization has instituted some major earth-friendly initiatives at the brewery over the years. Can you fill us in on some of the progress Firestone Walker has made and are you done?
Sustainability is less a choice and more of a discipline for good brewers: raw materials, energy and water have often been scarce so not wasting them has been a guiding principle to good brewers. Powering our brewery with Paso Robles sunshine through our 10-acre solar array is a no brainer. Prioritizing the principles of reduction, recycling and reuse will always be part of our culture and a neverending pursuit.
ACB: COVID forced Firestone Walker to put its popular Invitational on hold, any updates on that?
June 2022? I’ve stopped second guessing pandemics…Either way, hold onto your tickets because we will have one hell of a party one day.
ACB: The craft beer industry has changed considerably since you and Adam began brewing in 1996. What do you see as the most significant changes in the business over the years?
I often say, “be careful what you wish for.” The American craft story started with consumer indifference to beer and is now firmly in a world of passion and curiosity. That arc has propelled many of us to heights we would have never dreamed of…but the expectations are now enormous. Our breweries are full of bright, talented staff hungry for development and filled with new ideas. Our customers are loyal and demanding, gone are the days we could turn back.
ACB: Craft beer consumers have evolved as well…What’s a core Firestone Walker fan look like in 2021?
Hopefully everyone. We work hard to make beers for all drinkers, wherever the beer is sold.
ACB: 25 years is a long time to be doing anything, is this business still fun for you?
It’s not a business….it’s a lifestyle, and the one I have happily chosen.
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(All image credits: Firestone Walker Brewing)
