The story of the Strand Brewing Co. will probably one day make a great Hollywood buddy movie about beer, surfing, friendship, passion, and a 2005 model Chrysler Town & Country minivan. It will begin in 2009, when Joel Elliot called his childhood friend Rich Marcello – who’d moved from the South Bay to work north in the wine country – and asked him if he wanted to start a beer company. “Sure,” Marcello said. “I’ll be there.” Neither had ever made a drop of beer in their lives. But by Oct. 22 of that year they’d brewed and sold – and helped drink – Strand Brewing’s first three kegs of beer at Naja’s Place on Redondo’s International Boardwalk. By 2010, they’d created what would become Strand’s flagship beer, 24th Street Pale Ale (named for the friends’ favorite surf spot in Hermosa), and things were off and running. In 2010, Strand sold 400 barrels (or 16,000 gallons) of beer; in 2011, they sold 1,300 barrels (and quit their day jobs). This year, they will sell about 4,500 barrels and will be distributed by Wine Warehouse, finally giving Marcello’s minivan a well-deserved break. “That little minivan was my delivery vehicle,” Marcello said. “I delivered 53,000 gallons of beer out of a Town & Country.”
The key to their success has to do with at least three factors: the Pale Ale, which is among the best of beers of its kind ever made; the tireless Marcello, who has been a one-man sales, marketing, and distribution team (last year he didn’t take a day off between New Year’s and July 4th; and the mysterious Elliot, who is rarely seen outside their Torrance warehouse (he arrives well before dawn every day and leaves in the dark) and serves as brewmaster, art department, and everything in between.
“He’s my carpenter, electrician, brewer, and art department,” Marcello said. “The one thing he can’t do is sell beer. Thank god.”
Strand Brewing Co. will officially open its Tap Room and Store on March 8. Hours will be 4 to 9 p.m. every Thursday and Friday and noon to 8 p.m. Saturdays and noon to 5 p.m. Sundays. Growlers will be available. .
Strand Brewing Co: 23520 Telo Ave #2 Torrance. 310-517-0900.
Runner Up: Stone Brewery, 1999 Citracado Pkwy., Escondido. 760-471-4999.
