In a challenging era for the craft beer industry across Oregon and the nation, one Eugene brewery has charted an unconventional path to remarkable stability and success. Alesong Brewing & Blending, nestled in the scenic Willamette Valley wine country, has distinguished itself by focusing exclusively on small-batch, barrel-aged beers, effectively sidestepping the headwinds that have led to numerous brewery closures.
The Shifting Tides of Oregon Beer
The once-booming Oregon craft beer scene has faced significant turbulence since the pandemic. Data from 2024 reveals a stark reality: 35 breweries or taprooms across Oregon ceased operations, contributing to a national trend where, for the first time since 2005, more independent breweries closed than opened. This decline is attributed to a confluence of factors, including a general dip in beer consumption, shifting consumer preferences towards alternatives like canned cocktails, seltzers, and non-alcoholic options, and mounting operational costs, inflation, and aluminum tariffs. Lisa Allen, Vice President of the Oregon Brewers Guild, has openly acknowledged these widespread challenges, noting a distinct downturn in sales.
Historically, Oregon’s robust brewing industry, home to nearly 400 breweries and taprooms, has been a significant economic driver, generating billions in output and tens of thousands of jobs. However, changing consumer habits, with less emphasis on traditional draft beer sales and a rise in at-home consumption, have forced many businesses to adapt through community events and diverse product offerings to stay afloat. Amidst this backdrop of contraction, the news of Alesong’s consistent growth provides a compelling counter-narrative.
Alesong’s Artisanal Blueprint
Alesong Brewing & Blending was co-founded in 2015 by Brian Coombs, Doug Coombs, and Matt Van Wyk, each bringing unique expertise from chemistry, wine sales, and two decades of brewing experience, respectively. Their vision was clear: to specialize in barrel-aged and Belgian-inspired beers, allowing 100% of their creations to mature in oak barrels for months or even years. This long-term fermentation and aging process stands in stark contrast to the rapid production cycles of popular styles like American light lagers or Northwest IPAs, which Alesong intentionally avoids.
The brewery’s philosophy centers on the art of blending, where individual barrels are carefully sampled and selected to create complex, harmonious final products, much like traditional Lambic blenders or artisan winemakers. This painstaking approach results in unique, nuanced beers that appeal to a discerning palate, differentiating Alesong from the mass market. Their primary facility, a charming wooden building situated on a hill 20 miles southwest of Eugene, offers a picturesque tasting experience, with some limited-edition releases available only on-site.
Cultivating a Devoted Community
Beyond their distinctive production method, Alesong’s stability is largely bolstered by its direct-to-consumer strategy, particularly through its “Blenders Circle” membership club. This paid club offers exclusive access to new beer releases, discounts, and invitations to special tasting events, fostering a loyal community of enthusiasts deeply invested in the brewery’s unique offerings. While operating such a club and coordinating member events is more labor-intensive than simply distributing widely, Brian Coombs emphasizes the gratification and insulation it provides from broader market fluctuations, including the rising popularity of seltzers and non-alcoholic beer.
Though not aiming for rapid global expansion, Alesong has successfully navigated international waters. They have partnered with Ninkasi Brewing for distribution in some regions, but maintain independent ownership, ensuring their specialized focus remains intact. This hybrid approach allows them to reach a broader audience while preserving their core identity and hands-on, quality-driven ethos.
Acclaim and Future Horizons
Alesong’s commitment to quality and unique craftsmanship has garnered significant industry recognition. In a major highlight for the Oregon beer scene, the brewery was named “Brewery of the Year” in its size category at the prestigious 2024 Great American Beer Festival (GABF). This esteemed accolade was accompanied by two medals at the competition: a gold for their barrel-aged sour, French 75, and a bronze for Touch of Brett, a dry-hopped farmhouse ale. This marks their ninth consecutive year of receiving at least one medal at GABF, establishing one of the longest active streaks in the United States.
Further demonstrating their international appeal, Alesong successfully shipped 750 cases of their acclaimed imperial stout, Rhino Suit, to Sweden via the Brewers Association International Export Development Program. Rhino Suit, a cherished bourbon-barrel-aged imperial milk stout, exemplifies Alesong’s dedication to robust, flavorful barrel-aged beer that has resonated with consumers globally. Brian Coombs looks forward to continued international export, a testament to the universal appeal of finely crafted, specialty brews.
In a turbulent industry, Alesong Brewing & Blending stands as a compelling example of how a singular focus on quality, a niche market, and a dedicated community can foster enduring success. Their journey underscores that thinking outside the keg, and embracing a deliberate, artisan approach, can lead to remarkable stability and global recognition, even amidst challenging economic currents for the wider craft beer landscape.
