A Decade of GoodLife
GoodLife Brewing is celebrating a milestone 10th Anniversary this weekend and we caught up with owner Tyrell Barnett to reflect on a decade of living the good life in Bend, Oregon.
GoodLife Brewing was founded in central Oregon by Pratt Rather, Curt Plants, and Tyrell Barnett in 2011. Pratt had worked at Point Blank Distributing in Portland and Sweetwater Brewing in Atlanta, Curt was a homebrewer with a brewing degree from the Siebel Institute in Chicago and real world experience brewing at Rogue Ales, and Barnett came from the restaurant industry and was a homebrew hobbyist. Though they weren’t exactly new to the industry, they came with a lighthearted approach that quickly touched down with reality.
early days in GoodLife’s massive 22,000 sq. ft. warehouse
Curt Plants and Ty Barnett were roommates that got into homebrewing and decided to make a career out of it. Their original plan was for a small brewery in the back of an Irish pub and cigar bar. As a formal business plan evolved into a production brewery first, they set out a goal to launch with a 10bbl brewpub sized system with a tiny tasting room without a kitchen. That was until they found the space they are in now, a massive 22,000 sq. ft. warehouse on Bend’s west side that was much, much bigger than a startup would need.
Plants, Barnett, and Rather formed Noble Brewing LLC, but during the startup period they found out about a new southern California brewery called Noble Ale Works. Fearing brand confusion, the two Noble companies came to a mutually beneficial agreement.
“It was decided that since they had already opened their doors, and we were still a couple of months out, we would do business as GoodLife Brewing Company,” says Barnett.
GoodLife Brewing upgraded their plans from a 10bbl to a AAA Metalcraft Fabrication 30 bbl brewhouse and building the kind of brewery that could grow into their massive space.
“It was kind of comical back then because we had this huge warehouse with only the brew system, four fermenters, and a cooler...that's it.”
To fill the space the brewery got into hosting events, everything from a community talk about wolves that brought in a debate between ranchers and conservationists to concerts from Green Sky Blue Grass and documentary premieres. But the chief way they hit upon filling up the space was by canning their beers, which in 2011 was relatively unheard of for a craft brewery.
“We always wanted to can beer from the very beginning. Some were speculative because at the time not many craft breweries were canning craft beer. We have always been big fans of Oskar Blues and said we would like to someday be something of an Oskar Blue meets Firestone Walker kind of brewery.”
Canning operation at GoodLife Brewing in the early days
Canning lines were even more cost and space prohibitive back then, and they took up a lot of space and required a higher skill level to operate. Fortunately for GoodLife they had a close relationship with Owen Lingley who was starting up a new kind of mobile packaging business that wouldn’t focus on bottles but instead would bring in a mobile canner. GoodLife Brewing became the first client for now industry heavyweight Craft Canning.
“We were their first brewery and almost immediately we went from canning with them two days every other week, to every week, to 4-5 days a week. The writing was on the wall and Owen was like "yeah, you're gonna need your own line." Thanks again Owen!”
GoodLife was founded a year behind fellow Bend brewery Boneyard Beer who set out on their own rocket ship trajectory in 2010. By 2012 both brands were in high demand and GoodLife couldn’t keep their packaged beer in-stock with limited mobile canning runs, meanwhile Boneyard had purchased their own Palmer Tech monoblock canning line as they plotted the course for major expansion. Draft beer sales were through the roof for Boneyard, and can sales were doing the same for GoodLife, so the two made the game-time decision to swap the order deposit and switch delivery of the canning line to GoodLife.
“It really was a great example of breweries supporting one another.” - says Barnett.
By year 5 GoodLife had completely filled their 22,000 sq ft warehouse.
GoodLife quickly developed recognition for their canned product and their early adoption of the adventurous outdoor lifestyle branding that has now become mainstream fodder for national corporate brands. For GoodLife the prospect of making beer was always about the community and adventure, it wasn’t a marketing plan it was/is the lifestyle they embody.
“The original idea was just to make great beer, be innovative and try our hardest to create a business that supports the community, our employees, and hopefully us.”
Curt Plants (right) with 10 Barrel’s Jimmy Seifrit at the Bend Brewfest
Curt Plants (left) in Belgium
Things were going great, co-founder Curt Plants had successfully graduated from 10-gallon homebrew batches to becoming an accomplished professional brewer.. After Seibel Institute, he went on to complete a course at the World Brewing Academy and achieved multiple certificates, then set off to get an International diploma at the Doemens Academy in Munich, Germany. He worked under world-famous Rogue Ales brewmaster John Maier before becoming the Newport, OR based brewery’s lead brewer. Plants signature flavor profile was established early on with beers that showcased huge hop aroma and flavor in balance with the ale - and won multiple awards and a huge fan base for it.
Curt Plants passed away suddenly and unexpectedly in 2017. Needless to say, but Plants impact on the brewery and the staff was immeasurable. Plants was best man at Ty Barnett’s wedding in 2009. Shortly after his passing GoodLife co-founder Pratt Rather divested his interest in the brewery and is no longer involved with the company, but his commitment to friends, family and employees led to investments that kept the business moving forward. Jason Stuwe has been the GoodLife sales manager since 2015 and after Plants death stepped up to become a business partner.
“Curt's impact can simply be defined in our commitment and passion for making high-quality beer. Curt's passion for life also still resonates in the brewery. We work very hard to instill a work/life balance within our team and this was something that Curt was always on board with. While we all have work lives, there's life outside of work that is so much more important.”
GoodLife Brewing at the 2017 Great American Beer Festival after winning a Gold Medal
Filling Curt Plants shoes would be impossible for anyone, but GoodLife Brewing was able to find a brewer who would continue on his legacy and bring the brewery to new heights of recognition. In the midst of a rough year, brewmaster Tyler West lead GoodLife to back-to-back Gold medals at the prestigious Great American Beer Festival (GABF) in 2017 and 2018 for their flagship Sweet As Pacific Ale. West, as Director of Brewing Operations, and Masson Hart as the Director of Sales are keeping the brewery as relevant as ever.
“I could go on and on about these two guys but at the end of the day, they have embraced the embodiment of GoodLife Brewing and are truly why we produce and sell world class beers. We're also very proud to have stayed independent while overcoming some major hurdles and headwinds over the last 10 years. As for struggles, there have been more than a few, but I'll just say COVID-19 and leave that there...”
Over the last few years GoodLife has put more effort into diversifying their lineup and styles, introducing a broader range including fruit beers, pineapple lagers, stouts, and even mixed culture wild ales. Even though COVID-19 and the loss of Curt Plants set them back, Barnett and the GoodLife crew are already looking to their second decade with brand extensions and increasing sustainability, efficiency, and profitability for the company family.
“I can't help but be just so happy to have made the choice to start this business in such a passionate industry and at a truly incredible time period to be involved in it. We have had so many people help in the success of the business over the years. From everyone that has worked here and moved on, our team now, our suppliers, our fans, and all the distributors, accounts, bars, restaurants, markets, and grocery stores that have help us build us up to what we are to day. All I can say is Thank you everyone for helping us get to live the Good Life!”
GoodLife Brewing’s taproom today
GoodLife Brewing’s 10 Year Anniversary celebration began on Thursday with the release of a new Pilsner, but the party kicks into high gear on Friday June 18th with a big party at the taproom and beer garden with live music from Toast and Jam from 5-8pm, catered by Big Ski’s Pierogi’s and the release of new summer seasonal BeachLife Mango Pale Ale. Saturday will feature the release of “Why Wait” Snickers Imperial Stout at 4pm in the pub, and on Sunday June 20th the taproom will feature a Fathers Day promo “Buy dad a beer day” with $3 pints and discounted case sales.
Portlanders will have their own chance to celebrate this Friday at Mayfly PDX taproom and bottleshop. Mayfly will throw their own celebration for GoodLife’s 10th anniversary with live music from DJ Sam Oishi from 5-8pm and special food menu of sausages and sides.
