I, like you, love Vermont beer, and Rock Art Brewery is Vermont beer at its finest. It embodies the flavor and originality worthy of representing the great state it resides in. But it’s odd–they don’t sell a lot of beer (by volume), they sell it one of the most rural states in the nation, and they only sell it in one size. How has Rock Art, one of the nation’s finest small breweries, managed to create a larger-than-life brand and a rockstar portfolio of amazing beer? I sat down with Matt Nadeau, founder and owner of Rock Art, to chat with him about Rock Art’s story.
Hey Matt, great to meet you.
Hey there. Right off the bat, I want you to know that I’ve recently been working on building fireworks. Nothing illegal or dangerous. Just to have fun.
Ok, fair enough.
Other than that, my wife Renee and I have two boys. We love hunting, fishing, mountain biking–all the Vermont stuff basically.
Awesome! So when did you start brewing beer?
I’ve been brewing about 22 years now. We started the brewery 17 years ago in my basement in Johnson, Vt. When I first got going, I sat down with the ATF, and they asked me all sorts of questions about my funding sources. They told me there was a federal regulation that didn’t allow me to “live” in my brewery (which was my basement). I applied for a permit to get around that. After four years of brewing myself, I threw out my back and almost had to end the brewery. It was physically exhausting. We decided to move the brewery to our old location in Morrisville, where we brewed for almost 10 years. We have been in the new brewery for the past three years and it’s been great.
Rock Art Brewery Team
What’s with the Kokopelli logo?
My wife Renee and I love the cultural history of the Kokopelli image, which we learned about when we lived out west. The Native Americans were making these symbols to communicate across wide stretches of territory. The Kokopelli figure is seen through a bunch of the tribes of the native peoples of North and South America. It has a rich history and tells an amazing cultural story. When we moved back to Vermont, the figure reminded us of the fond times we had out west and we decided to use the figure for our logo.
When did you get the idea to bottle your beers exclusively in 22 ounce bombers?
About 12 years ago, craft brewing was coming along nicely, and we were constantly trying to get a fair price for the beer on the shelf. We needed a unique way to do it, so we started doing 22 oz bottles. Less packaging costs–which is why a lot of small breweries do it–makes it accessible. I don’t incur a lot of costs that come a long with 6-packs, 12-packs, etc. It’s our thing and we love it.
What’s your current capacity?
We do about 3,000 barrels a year, depending on the mix of beers. Some beers take longer to brew, so our annual volume can change a little.
Have you ever wanted to get bigger than you are now?
Most of the beer we sell is sold within 50 miles of the brewery. There’s a lot of demand for our product, but we’ve decided to hunker down and stay relatively local. Distributors have approached us from all over the country, wanting to distribute. But we don’t want to dilute our brand or just head into another state for the sake of it. We’ve seen so many beers hit Vermont shelves, stay there for a case or two and leave forever. There’s a lot that goes into growing your brand successfully and we don’t want the hassle.
If you could give any advice to the up and coming craft brewers out there, what would it be?
Don’t try to fudge the beer. Live and love the passion of the craft, but remember, this is a business at the end of the day. You need to pay attention to your numbers. Stick with it as well, because some can have a rough ride. It’s a capital-intensive business. But make sure you enjoy it. It’s fun, it’s growing and it’s a great way to join your community. The pie is still growing for everyone right now.
What’s your favorite flavor of Ben and Jerry’s ice cream?
The ones with the chocolate base, the brownie chunks and the nuts. When I was in school, the Ben and Jerry’s heath bar crunch factory seconds would get distributed to stores. The pint was a buck or two less than the normal pints. The pints would have giant chunks of heath bars in it…I love that.
Photos © Rock Art Brewery.
Chris McClellan is an avid craft beer fan and founder of The Brew Enthusiast. A native Vermonter currently moving to NYC, Chris loves a great concert and an equally compelling conversation. You can find him on twitter @brewenthusiast or feel free to shoot him an old fashioned email at brewenthusiast@gmail.com.
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