20 September, 2020, 14:48

Sentinel Peak Brewing Co. changes name to FireTruck Brewing Co.

“This support has been so amazing and has opened opportunities for us to grow.”

Much like the changing of the season, business is blossoming for this local brewery.

Sentinel Peak Brewing Company has officially changed its name to FireTruck Brewing Company, along with the addition of two new locations and a distillery in the works.

FireTruck Brewing Company

Photo courtesy of FireTruck Brewing Company on Facebook

At first glance, the name change makes perfect sense, being that there’s a firefighter background within the crew and the brewery is known for helping local fire departments. Furthermore, the owners saw an opportunity to “better align with the direction and core values” of the business.

“Several years ago, we decided that our company should be showcasing the pride we have for our other profession as firefighters in some of our branding and theming that we put out,” said Matt Gordon, COO of FireTruck Brewing Co. “Although, what we ended up with was a confusing mixed message of who we are and what we stand for. Therefore, in order to provide a clear brand message, we made the decision to make the change.”

Sure, the name has changed but the brewery will still be pouring the familiar lineup of hand-crafted brews, such as the Salida Del Sol Amber, Heatwave Hefeweizen, and Hero Dunkel.

Keep an eye out for some new beers, too, like the HotShot DIPA, HotShot Hazy IPA, and an American Firefighter Lager.

Within the next six months, FireTruck Brewing plans to finish up its negotiations with two new Tucson-area locations.

One location will be near Oro Valley and very similar to the Tanque Verde and Catalina Highway taproom. The other location is planning to pop up in the northern midtown area. This spot will be in the style of shipping containers, including a large outdoor seating area big enough for “yard games,” and a drive-thru coffee and breakfast window.

“The last year has been hard on small local businesses all over, but our business has been so lucky that many of our cherished customers have continued to support us in any way they’ve been able to,” said Gordon. “This support has been so amazing and has opened opportunities for us to grow.”

FireTruck Brewing Company

Photo courtesy of FireTruck Brewing Company on Facebook

Speaking of growth, the brewery is in the process of finalizing a distillation license. FireTruck Spirits is on the horizon, craft beer and distillery lovers.

FireTruck Brewing Company is located at 4746 E. Grant Rd. and 9155 E. Tanque Verde Rd. For more information, visit firetruckbrewing.com.

At a very young age, Matt was gifted with the artistic ability to masterfully roll a burrito to the highest of standards.

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