Despite big headlines, tiny describes the overwhelming size of the majority of beer centric businesses in San Diego and across America.
Rudy Pollorena Jr. of San Diego’s Craft Beerd is one such example of a small operation doing big things. Rudy doesn’t make beer; instead he makes money by creating craft beer-centric apparel. Craft Beerd is the godfather San Diego beer fashion. The company celebrates three years in business this month.
But just how small is Rudy’s tiny operation? Craft Beerd’s international headquarters (merch has been shipped to 18 countries), is inside a one-bedroom apartment steps away from Fall Brewing in North Park. Yes, it’s a private residence, and the actual livable spaces are a bedroom and kitchen. The remainder is devoted entirely to storage and shipping of his various beer-themed wares, including shirts, hats and most recently, bottle openers.
“You should have seen our former setup in Golden Hill,” he laughs. “My focus is to be as efficient as possible at this time.” Together with his wife Amy and cat Rocco they’ve managed to sell more than 10,000 t-shirts online and through tabling at beer festivals.
Rudy treats his craft with reverence, seeking to create something cool to complement the beer scene rather than simply cash in on it. “Since inception, Craft Beerd has positioned itself as a ‘Beer Art’ company. Our apparel creates conversation. When you wear one of our products, you are proudly displaying your love for the culture of craft beer,” says Rudy.
In 2013, Craft Beerd became a full time job and in 2014 things became serious. “I took a look at what I was doing, and how I could do it better.” Through paying attention to such elements as social media post times and more concise marketing, 2015 was Craft Beerd’s best year to date.
His California-shaped Drink Local shirt is the best seller, with the San Diego Beer Matrix – the latest and final rendition adorning the cover this month – following second. Recognizing the success of the Drink Local shirt, Craft Beerd’s future will focus outside of San Diego. State themed shirts for Washington, Oregon and Arizona are being added to the lineup, and Rudy’s booked tables for festivals in each of those areas.
And if the couple’s out of town success matches what they’ve done in San Diego, then tiny may no longer describe Craft Beerd.
Outside the auspices of Craft Beerd, Rudy has an impressive portfolio of graphic design work. Clients include Nickel Beer Co., ChuckAlek Independent Brewers, Craft Beer Attorney, San Diego Beer Talk Radio, White Labs, and both the San Diego and Los Angeles brewer guilds.
This Sunday, Craft Beerd celebrates its anniversary with an unticketed event at Machete Beer House in National City. Machete’s owners let Rudy pick the tap list, which features all San Diego beers: Urbn St. Apricot Tart, AleSmith Hammerhead, AleSmith District 6 saison, Hess My Other Vice saison, Lost Abbey Track 10 BBA stout, Lost Abbey Carnevale saison, Port Hop 15 IIPA, Modern Times Fruitlands apricot sour, Modern Times Hooloomooloo IIPA, Thorn St. Mystic Gnome IPA, Stone Vertical Epic 08.08.08, Stone Xocoveza Imperial stout, Societe Coachmen session IPA, Societe Butcher imperial stout, Karl Strauss Aurora Hoppyalis IPA, and Rip Current Mocha Stout.
Third anniversary glassware and t-shirts will be available in limited quantities from 3 – 8 p.m. Click here for more details.