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.
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.
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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.”
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.
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Article written by:
Matt Sterner
More about MattAt a very young age, Matt Sterner was gifted with the artistic ability to masterfully roll a burrito to the highest of standards, but the wrapped medley of delicious innards wasn’t his first love. Matt’s first true love was a combination of reading, writing, and creating. He grew up reading comics, the ingredients list of his shampoo and conditioner bottles, choose-your-own-adventure books, and the Scrabble dictionary — something he found useful when challenging his grandmother to a game.
He attended college at New Mexico State University and graduated with a degree in Digital Filmmaking. One of his favorite classes was screenwriting because he became responsible for the story’s birth before it came to life on-screen. After school, Matt took on numerous positions at a local television station in Tucson. From dealing out stories about heartbreak to producing “fluffier” content for a lifestyle broadcast, he learned what it takes to adapt to the many emotions the world of media can stir. Since 2017, Matt has dabbled in the culinary world of Tucson as well as San Diego, California from time to time.
If you’re in the mood for strange stories, head over to his pride and joy, wonkytimes.com. And in case you’re curious — yes, after all of this time, he still manages to roll a killer burrito.
