Food and Drink - Fall 2011 - (Page 99)

FX Matt Brewing Co. >p PRODUCERS Regional Rarity A fourth-generation brewing family has followed brewing styles since 1888 and keeps developing new beers. By Russ Gager B << Craft brewing is a return to the roots of the family heritage exemplified by third- and fourth-generation brewers Nick (left) and Fred Matt. eer is not just one drink any more than wine is – as wine is produced in red, white, rose and hundreds of other varietals, so is beer. It is not just the familiar light lager sold at ballparks, but also pale and red ales, porters, stouts, brown and wheat ales, saisons and hundreds more. However, for long periods in the United States, the average person would not have heard of these varieties. In 1991, when microbrewing was just starting to expand in the United States, FX Matt Brewing Co. – company profile which had been producing beer since 1888 – decided the microFX Matt Brewing Co. brewing trend was here to stay. Its Headquarters: Utica, N.Y. Saranac Adirondack Lager had won Specialty: Beer Employees: 1 15 as best American premium lager at Nick Matt, chairman and CEO: the Great American Beer Festival, “You have to make a product consumers want to drink because which is the craft brewing industry’s they simply like it better. If you do premier event. “We made the decithat, you will be successful.” sion in 1991 that the best thing for us as a company was to focus on the Saranac brand rather than historic regional beers we had made such as Matt’s and Utica Club,” Chairman and CEO Nick Matt recalls. “At that point, Saranac was 1 percent of our sales, and it was not an obvious decision,” he concedes. “It certainly has worked out. Today, Saranac is more than half our sales, and it frankly is really the reason why we are somewhat unique and why we’re doing quite well. I would not want to be making this brewery operate on selling Matt’s and Utica Club.” The company kept Utica Club but discontinued Matt’s. “Utica Club is a Pilsener lager,” Matt explains. “It is a food & drink • fall 201 • 1 99

Table of Contents for the Digital Edition of Food and Drink - Fall 2011

Food and Drink - Fall 2011
Tableside Chat
News a la Carte
In the Safe Zone
Strengthing Brands
Restaurants: Smart Marketing
Willie’s Restaurants
Slack’s Hoagie Shack
The Cheese Steak Shop
Aloha Hospitality Inc.
Bertucci’s Corp
Falcon Holdings LLC
Mark’s Pizzeria
Seasons Pizza
San Diego State University Dining Services
Producers: Food Law
Brook & Whittle Ltd. incorporating Packstar
Nestle Professional Caribbean
Snyder’s-Lance Inc.
Basic American Foods
Evolution Fresh
Berto’s Gelato & Sorbet
Jensen Meat Co
Tumbador Chocolate
Leclerc Foods USA Inc.
FX Matt Brewing Co.
Green Organic Vegetable Inc.
Deli Star Inc.
Always Bagels
National Choice Bakery
Sequoia Orange Co.
Spring Glen Fresh Foods
Westshore Pizza
Distributors: Total Recall
Columbia Distributing
Castella Imports Inc.
Co-Sales Company
Brick Brewing Co. Limited
Prime Distributors
Retailers: What’s in Store
AriZona Beverage Co.
Le Grand Marche
Three Things

Food and Drink - Fall 2011