utah salt flats racing association interview

“You’ve got people who knew the beer, liked the beer, and they’re out looking for RPM,” says JC Straub, who oversees operations at the Garage Grill as well as marketing for Salt Flats. But that’s not to say it didn’t cause some short-term marketplace confusion. The move aimed to better position the brewery for long-term success. Toward the end of 2018, a new corporate logo made an appearance.

Almost overnight, new branding began appearing prominently on beer can labels, online, and within other marketing materials. Near that time, it also started ramping up its distribution of beers on draft and in 12-ounce cans around the state. In March 2018, Salt Flats unveiled for the public its “new” name (it’s always been the company’s legal name). “We want to be a regional brand and to do that, the name’s not going to work.”

“When we decided to go full throttle - that we’re going to get in the beer business - we did some market analysis and said this name’s not going to work,” says Jeremy Ford, director of operations. If it wanted to expand, a shift was needed. Management realized that the RPM name didn’t resonate with beer drinkers outside the pub. A 15-gallon (one keg) brew system kept beer flowing from 20 taps at the racing-themed restaurant in Draper, Utah.īut the brewery had its sights set much higher. The RPM Brewery branding worked well when the beer poured from taps only at the company-owned Garage Grill. Hear brewery representatives talk about the market they’re trying to serve, get a firsthand glimpse inside the unique taproom, and listen to their thoughts on the Utah craft beer scene. Scroll for an update to the intitial article, which includes news about Salt Flats Spirits hitting shelves in late 2019.īonus: Subscribe to the Utah Beer News Podcast and listen to the full interview with Salt Flats Brewing. Salt Flats Brewing, fueled by a desire to expand its reach and become a successful regional brewery, knew it was time to make its move. It’s all about speed, timing, and maneuvering for position. Make a pit stop or chance a few extra laps out on the track. Lap after lap, they calculate what it’ll take to capture the checkered flag. In racing, the top drivers know exactly when to make their move.

Utah salt flats racing association interview