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From Mega-Brewing to Micro-Brewing

New Image Brewing livens Olde Town Arvada's craft beer scene


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NEW IMAGE BREWING |  Product: Beer, Wine + Spirits  |  Made in: Arvada

Founder Brandon Capps opened New Image in Olde Town Arvada in 2016 after working for the world's largest brewer, Anheuser-Busch Inbev.

Capps resolved to launch his own craft brewery and restaurant. He'd always been more of a technical-minded sort but found brewing "an artistic outlet here that speaks to a side of myself," Capps says. 

Capps moved to Colorado from Atlanta and planted the New Image flag in Arvada after seeing a brewing void in northwest metro Denver at the time. The plan was prescient: Production has been on a skyward slant, from 400 barrels in 2016 to 1,200 barrels in 2017 to 3,000 barrels last year. "My goal is 6,000 barrels this year," Capps says. 

That is the 40-employee brewery's current maximum capacity, but a new production facility in Wheat Ridge will come online in 2019. "That's where we're going to be increasing capacity," says Capps, noting the 10,000-square-foot facility has room to grow to 30,000 barrels with additional tanks. 

Coriolis Effect IPA is the top seller, followed by East Coast Transplant Double IPA and Dyad, a unique kombucha-blended saison that Capps calls "a sleeping giant in our portfolio." Wholesale eclipsed taproom sales in 2018 as New Image upped its production of canned beers. 

The Arvada location has featured a restaurant since it opened, and Capps says he has plans for more at the Wheat Ridge brewery, followed by downtown Denver and the high country – perhaps Buena Vista or Salida – in the future. 

"My philosophy with New Image is to really let things come together organically," he adds. "We're letting the market speak to us." 

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Eric Peterson

Denver-based writer Eric Peterson is the author of Frommer's Colorado, Frommer's Montana & Wyoming, Frommer's Yellowstone & Grand Teton National Parks and the Ramble series of guidebooks, featuring first-person travelogues covering everything from atomic landmarks in New Mexico to celebrity gone wrong in Hollywood. Peterson has also recently written about backpacking in Yosemite, cross-country skiing in Yellowstone and downhill skiing in Colorado for such publications as Denver's Westword and The New York Daily News. He can be reached at Eptcb126@msn.com

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