Brewery strategically aligns with family entertainment center; rebranding imminent
April 1, 2015—Greenbush Brewing Company of Sawyer, Michigan announced today its new strategic partnership with a family amusement and entertainment center. The place where kids and adults go to be kids agreed to purchase 29.99999% percent stake in the nearly four-year-old Michigan microbrewery. The full transition, including a name change to “GreenBush’s,” will happen over the course of the next four months.
“It’s always a hard decision to sell part of your company, your baby,” said Brewmaster and Ball Pit Boss, Scott Sullivan. “We had to find the right strategic partner; one that shares our family values and our commitment to the community.” Referencing the family fun center, Sullivan said, “We found our glass slipper.”
Children have always been welcome into both the Greenbush taproom and annex locations, but the new venture will transform Greenbush into a renowned family destination. The brewery has already invested in classic arcade games and the latest video games to attract kids of all ages.
With the advent of the gaming components, the brewery has had to make some significant logistical changes. For example, all items available for purchase at the brewery and annex may now be paid for using GreenBush’s Game Tickets, as well as with cash or credit card.
“Change doesn’t come without a few hurdles, but for the most part, the whole experience has been a positive one our employees have embraced,” said Greenbush’s Director of Brewery and Animatronic Operations, Aaron Darling.
As part of the partnership, the brewery and family entertainment center also has plans to distribute a line of kid-friendly sodas, including a proprietary non-alcoholic root beer called Temper Tantrum. Six packs of 7.5-ounce cans should be hitting shelves sometime this fall.
About Greenbush Brewing Co.
Greenbush Brewing Co. opened in Sawyer, MI in June 2011 and has since grown from a seven-barrel brewhouse to a 15-barrel brewhouse, expanded the Sawyer taproom three times and opened the Greenbush Annex—a beer garden, deli and retail store. The brewery has continued to push the envelope in the craft beer industry since last April, when it began distributing the Cellarman’s Half-Dozen, 7 packs of bottled beer that resulted in sizable revenue increases in CY 2014. You can find Greenbush beer on draft and in stores all over Michigan, Northern Indiana, Chicago and downstate Illinois.