To consistently, meticulously and yet conspicuously create rule-bending beer—with the most discerning of recipes and ingredients—that commands the attention of both Cicerones and novices alike. It’s a U.S.S. Enterprise-like mission-statement that’s more put together than those of most breweries (the majority of which don’t even have a mission-statement), which makes it pretty impressive coming from an operation that has yet to open. But such is the level of attention homebrewer Rawley Macias is applying to his upcoming venture, Rouleur Brewing Company (5840 El Camino Real, Suite 101, Carlsbad).
Macias is an engineer by trade—a common vocation among brewers, which provides extremely useful skill-sets for dealing with complex day-to-day brewing, plumbing, electrical and mechanical issues. On top of that, he has been brewing beer for more than 10 years and is an experienced beer-judge. While training for judging certification and examining many a beer over the years, he started to question why there are so many rules to adhere to in terms of color, flavor and other beer traits. When homebrewing, he began experimenting with hybrid styles and less-traditional ingredients, and enjoyed the results. He entered these creations in beer competitions and regularly received praise for his flavor profiles and drinkability, but was regularly disqualified for being outside of style guidelines. It was from these experiences that Macias came up with the idea that eventually blossomed into Rouleur.
The name Rouleur comes from another of Macias’ pursuits—cycling. Translated from French, it means “roller” and refers to cyclists who are savvy, precise in their preparation and execution, and well-equipped for any ride. As Macias puts it, “rouleurs are able to break the rules because they transcend them, but they are usually understated off the bike, preferring to let their legs do the talking.” Like the mission-statement above, this is heady stuff. Bringing the brand to fruition will take time, but Macias will have it while H.G. Fenton completes construction on the third of its Brewery Igniter sites in Carlsbad. (H.G. Fenton’s other Brewery Igniter turnkey facilities are located in Miramar and North Park.) The company projects a move-in date of February 1, which will likely mean a March 2017 debut for Rouleur.
The strategic installation of the new Brewery Igniter complex will create a “brewery row” of sorts for inland Carlsbad. Rouleur and its Brewery Igniter neighbors, Wiseguy Brewing (an upcoming business reported on last month) will be located on El Camino Real, just south of the business complex that houses Arcana Brewing Company, Guadalupe Brewery and On-The-Tracks Brewery, and less than a mile west of the newly established Culver Beer Company and Pizza Port’s Bressi Ranch production-brewery and restaurant. Rouleur’s space will total 2,097 square feet, including a 420-square-foot tasting room, bathroom, office, walk-in cold-box, brewery and cellar.
Despite his cycling inspiration, Macias says Rouleur will not have an aesthetic or environment geared toward sports or its enthusiasts. It will be more a center for thoughtful tasting of his beers (sometimes in tandem with fine cheeses). Initially, Macias will create those beers on his own—moving up to a 10-barrel professional system from the half-barrel, semi-automated domestic rig he’s been using since 2005—but aims to eventually bring on a consulting brewer, A.G. Stoll, who served as the founding brewmaster of Buellton-based Figueroa Mountain Brewing Company (where he won over 100 medals in four years), before moving on to kickstart Killarney Brewing Company’s BrauKon facility in Kerry, Ireland, and subsequently became director of brewery operations for South Florida’s largest production-brewery, Funky Buddha Brewery.
Macias plans to open with a sextet of year-round beers. They will be loosely identifiable as a blonde ale, India pale ale, golden strong ale, etc., but none of them will follow traditional style guidelines. Other seasonal, specialty and experimental beers will also be offered, and be produced at a rate of 1,850 barrels per-year in toto.