Plans for the big Element Eatery that’s coming to Madisonville next year are really starting to come together. The food hall is looking to be a major addition to an area that has been bustling with redevelopment and a new life. The news broke a couple of weeks ago that Taft’s Brewing Company was going to become an anchor of the new space, and I thought we should talk about it.
Taft’s And Their Growth Strategy
I’m not going to claim to have the growth strategy of Taft’s Brewing Company laid out in front of me – I’m going off of my thoughts based on watching them grow over the years. We should say that out of the gate, here. What I can definitely say, is that they’ve been an interesting one to watch, though.
When Taft’s opened up their Brewpourium in Spring Grove Village back in 2017 it was the hub of their distribution network (it still is.). The plan seemed to be for statewide distribution of their beer, maybe even regional distribution of their beer – anchored by small Taft’s taprooms across the region to help boost brand awareness. We even saw this start to come to life with the Columbus Brewpourium opening in 2019.
I don’t think this is a bad idea – I still, especially now, don’t think it’s a bad idea.
The Move Into Contract Brewing
As the market has drastically shifted over the last few years, we’ve seen more and more growth of Taft’s other business, the one we don’t talk about loudly. Impact Brews. I’m not anti-contract brewing. Not even close to it… and that’s certainly not what this post is about – but it definitely seems like a shift for their growth strategy that I thought I understood.
We’ve seen them helping out breweries here in town with capacity issues – out-of-state places using Impact to brew and can products that they aren’t able to – it’s a really unique and fun business to have here in town.
But it seemed like things were changing, especially considering that Columbus Brewpourium that opened up with the promise of a small in-house brewing operation… still hasn’t seen a drop of beer produced there.
How Does This Relate To Madisonville
Maybe this is me being hopeful, seeing a flash of something different. Madisonville seems like it’s a little hint at that old Strategy of Taft’s, albeit a taproom here in Cincinnati, and not somewhere else in the region. It’s a refocus on Taft’s brand. It’s also a model that has now become extremely popular with growing breweries. Small taprooms around their home region, mostly serviced by a single brewhouse in one central spot are becoming the new way of life.
The Madisonville area is perfect for it, Taft’s as a brand is perfect for it – I think it’s a great move.
About The New Space
This new Element Eatery is a huge food hall that is scheduled to open next year. The whole space will be more than 34,000 square feet, and Taft’s a small part of that.
The new taproom/beer garden will feature 48 taps in an indoor/outdoor venue that will bring not just their beer, but a rotating list of craft beers to the thirsty folks who wander the 11 different food experiences in the space.
They won’t be brewing on site – but I think that the experience that this space brings to the area will be one that any craft beer lover is going to get excited about.
I want to feel more connected to the Taft’s Brewing Company brand here in Cincinnati. As as they have grown as a company, I have found myself feeling less so. I’m hoping that this is the first sign that we’re seeing a change in that direction.