Left: The brewery's Too Legit to Wit, a Belgian witbier (Ivanhoe Ale Works). Right: Ivanhoe's marquee out front reminds patrons of the building's theater past © Brian Brown/Beer in Big D). |
Change is in the air at a longtime brewery in far North Texas. Though, that turn of phrase is a little inadequate considering just about everything except the building, the furnishings and the marquee out front is changing at Ivanhoe Ale Works of Denison.
For those not familiar, the brewery operates in tandem with a sister business, Homestead Winery, at 220 W. Main St. in Downtown Denison. Gabe and Barbara Parker opened the winery's tasting room in 1988, with Gabe and another partner coming together to start Ivanhoe in May 2014. Nowadays, daughter Rebecca Ingram runs the day-to-day operations of the combined business, which is historically the state's first "brewinery."
So, what's the impetus for change? Part of it is a desire to reboot the brand ahead of the brewery's 10th anniversary in 2025. Beyond that, there's simply a desire to improve upon Ivanhoe's products and presentation. Along those lines, Ingram's first order of business was to overhaul the beer program from production to pour. That meant hiring a new brewer and getting him everything needed to be successful.
Bryan Thomas joined Ivanhoe in December after working at Deep Ellum Brewing Co. and Steam Theory Brewing Co., both formerly of Dallas. Ingram knew he was right for the job when Thomas said after auditing Ivanhoe's infrastructure, "There's no way I'm pouring any beer I make through that [dilapidated] draft system."
Out it went, right along with Ivanhoe's original 10-barrel brewhouse and set of 20-barrel fermenters. Thomas prefers the flexibility of a smaller setup, so a four-barrel system was installed in its place. For Ingram, the idea of lower volumes was appealing, since quicker turnover helps keep things as fresh as possible.
It's also a fit because the creative aspects of brewing are what drive Thomas, and being small allows for more freedom to experiment. Plus, batches are small enough he can support another local business by buying ingredients from a homebrew shop in Sherman.
On the portfolio plan, all of Ivanhoe's old recipes have been retired as well. Thomas is in "see what sticks" mode right now when it comes to a new style mix, but locals seem to like lighter, less hoppy beers the most, so his blonde ale and a Mexican lager are likely candidates for everyday standards. Others he's rotated in thus far include a Berliner weisse, Belgian witbier, Czech pilsner, and an English brown.
As for other things in the works, there's a new logo, new merchandise to come, and a new website is currently being designed. More engaging events are also being mapped out, and there will be food you won't have to go out for - the winery side of the building is being outfitted with an onsite kitchen.
The hope, of course, is that all of this makes Ivanhoe a more inviting community destination. Ingram wants the brewery to be a go-to local hangout with a unique ambiance and attraction, or a she puts it, "a place with an experience you can't get just anywhere, with beer you can't get just anywhere."
Moral of the story - if it's been a while since you've visited Ivanhoe, it might be time to head to Denison soon to check out the changes for yourself. The rollout will be ongoing over the next few weeks, with the goal to have much of the new shine in place for Ivanhoe Oktoberfest, set to go down on September 21.