Mt. Shasta Brewing Company
Encyclopedia
Mt. Shasta Brewing Company is a microbrewery
based in Weed, California
, the makers of Weed Ales & Lagers. Owners Vaune and Barbara Dillmann began commercial production in 2003. Mount Shasta Brewing Company is licensed to distribute its beer
s in the states of California
, Oregon
, and Washington. The brewery has won awards for its beers, for local community involvement and for its marketing success with the slogan "Try Legal Weed".
; her family had earlier ties to land in the area. Vaune Dillmann purchased the Black Butte Saloon in central Weed and operated it for 25 years. During this time Dillmann helped sponsor the rebuilding of a large sign welcoming visitors to Weed, the sign arching over the town's main street leading to the saloon. Barbara M. Dillmann served for a time as Siskiyou County Superintendent of Schools.
Dillmann long wished to brew beer in the tradition of his German ancestors who settled in Milwaukee. In 1992, he bought the 18000 square feet (1,672.3 m²) Medo-Bel Creamery building in Weed three days before it was to be auctioned off. In renovating the 1952 building into a brewery, serious gasoline
soil contamination was discovered, traced to leaking gasoline tanks and pump facilities used for decades to fuel Medo-Bel's fleet of trucks. Dillmann was granted $995,000 in state funds intended to remove contaminants from underground storage tank
s, and the property was finally pronounced clean in May 1999.
The building took further improvements before beer could be made. Skylights were cut in the roof and the interior ceiling was clad in insulated plastic. Brewing equipment was brought from St. Paul, Minnesota—a 1938 24-barrel (740 gal, 2,800 L) brew kitchen outgrown by Summit Brewing Company
—and from Davis, California
, where Dillmann bought a modern 15-barrel (465 gal, 1,755 L) PUB system. The first commercial keg beer was brewed by Mt. Shasta Brewing in 2003: Weed Golden Ale. In 2005, the first batch of bottled beer was produced. In 2007, the brewery's Shastafarian Porter placed first in the Porter
category in Sacramento at the California Brewers Festival. The next year at the Festival, the brewery's Mountain High IPA scored top India Pale Ale
honors (edging out Bear Republic's highly regarded Racer 5 IPA), and their sour cherry-infused summer seasonal brew, Mt. Shasta Kriek Ale, came in third in the Fruit Beers category. Also in 2009, Mt. Shasta Brewing Company was named "Business of the Year" by the Weed Chamber of Commerce.
In 2003 two months before Mt. Shasta Brewing Company released its first product, Butte Creek Brewery in Chico, California
, came out with a brew they patented as Mt. Shasta Pale Ale. Butte Creek sued for control of the trademark of Mt. Shasta Brewing Company, but Dillmann won the suit after a significant effort in proving his claim.
The brewery distributes its bottled beers to retailers and also serves beer in its tasting room and restaurant. The tasting room features an oak bar saved from Rosie's Saloon in nearby Fort Jones
. Occasional specialty brews such as Strawberry Porter and Stout of Jefferson are only available at the tasting room. Being near the College of the Siskiyous
is a boost to business, according to Dillmann, as is being near Interstate 5
.
Mt. Shasta Brewing is one of three breweries in Siskiyou County, California
. The other two are Dunsmuir Brewery Works and Etna Brewing Company.
, playfully, to promote the brand. Some of the company slogans are "Try Legal Weed", "A Friend in Weed is a Friend Indeed" and "Weed – a flavor yet to be discovered."
The slogan "Try Legal Weed" has appeared on the bottle caps of each product in the brewery's line since 2008. In April 2008, the company was ordered to remove the slogan by the Alcohol and Tobacco Tax and Trade Bureau
(ATTTB) because of the perceived endorsement of an illegal drug. The Dillmanns argued that they should be allowed to exercise their freedom of speech
, and that the slogan refers to the town of Weed and advertises a legal product. Dillmann said he has never tried marijuana (also known as "weed") in his life. Dillmann was invited to speak about the issue on regional and national television programs, local radio shows, and he was interviewed by reporters from many countries. The American Civil Liberties Union
(ACLU) expressed their intention to challenge the ruling on the basis of the First Amendment
guaranteeing freedom of speech, but in October 2008 ATTTB reversed their decision after additional review.
Upon hearing the news, Dillmann said, "Weed fought the law, and Weed won." The next year, the Dillmanns were honored by the United States Commerce Association's Best of Local Business Award Program for positive contributions to the local community and for its marketing success in the battle to retain the slogan.
Microbrewery
A microbrewery or craft brewer is a brewery which produces a limited amount of beer, and is associated by consumers with innovation and uniqueness....
based in Weed, California
Weed, California
Weed is a city located in Siskiyou County, California. As of the 2010 Census, the town had a total population of 2,967, down from 2,979 at the 2000 census. There are several unincorporated communities adjacent to, or just outside Weed proper. These include Edgewood, Carrick, Lake Shastina, Rancho...
, the makers of Weed Ales & Lagers. Owners Vaune and Barbara Dillmann began commercial production in 2003. Mount Shasta Brewing Company is licensed to distribute its beer
Beer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
s in the states of California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
, Oregon
Oregon
Oregon is a state in the Pacific Northwest region of the United States. It is located on the Pacific coast, with Washington to the north, California to the south, Nevada on the southeast and Idaho to the east. The Columbia and Snake rivers delineate much of Oregon's northern and eastern...
, and Washington. The brewery has won awards for its beers, for local community involvement and for its marketing success with the slogan "Try Legal Weed".
History
Oakland Police officer Vaune V. Dillmann left Oakland in 1974 with his new bride, Barbara. The newlyweds settled near Mount ShastaMount Shasta
Mount Shasta is located at the southern end of the Cascade Range in Siskiyou County, California and at is the second highest peak in the Cascades and the fifth highest in California...
; her family had earlier ties to land in the area. Vaune Dillmann purchased the Black Butte Saloon in central Weed and operated it for 25 years. During this time Dillmann helped sponsor the rebuilding of a large sign welcoming visitors to Weed, the sign arching over the town's main street leading to the saloon. Barbara M. Dillmann served for a time as Siskiyou County Superintendent of Schools.
Dillmann long wished to brew beer in the tradition of his German ancestors who settled in Milwaukee. In 1992, he bought the 18000 square feet (1,672.3 m²) Medo-Bel Creamery building in Weed three days before it was to be auctioned off. In renovating the 1952 building into a brewery, serious gasoline
Gasoline
Gasoline , or petrol , is a toxic, translucent, petroleum-derived liquid that is primarily used as a fuel in internal combustion engines. It consists mostly of organic compounds obtained by the fractional distillation of petroleum, enhanced with a variety of additives. Some gasolines also contain...
soil contamination was discovered, traced to leaking gasoline tanks and pump facilities used for decades to fuel Medo-Bel's fleet of trucks. Dillmann was granted $995,000 in state funds intended to remove contaminants from underground storage tank
Underground storage tank
An Underground Storage Tank , in United States environmental law, is a tank and any underground piping connected to the tank that has at least 10 percent of its combined volume underground.-Tank types:...
s, and the property was finally pronounced clean in May 1999.
The building took further improvements before beer could be made. Skylights were cut in the roof and the interior ceiling was clad in insulated plastic. Brewing equipment was brought from St. Paul, Minnesota—a 1938 24-barrel (740 gal, 2,800 L) brew kitchen outgrown by Summit Brewing Company
Summit Brewing Company
Summit Brewing Company is a regional craft brewery in St. Paul, Minnesota that brews a wide selection of popular beers. It is sometimes mistakenly believed to be a microbrewery, even though Summit's output is in the top 50 of breweries in the United States, approximately 80,000 barrels of beer per...
—and from Davis, California
Davis, California
Davis is a city in Yolo County, California, United States. It is part of the Sacramento–Arden-Arcade–Roseville Metropolitan Statistical Area...
, where Dillmann bought a modern 15-barrel (465 gal, 1,755 L) PUB system. The first commercial keg beer was brewed by Mt. Shasta Brewing in 2003: Weed Golden Ale. In 2005, the first batch of bottled beer was produced. In 2007, the brewery's Shastafarian Porter placed first in the Porter
Porter (beer)
Porter is a dark-coloured style of beer. The history and development of stout and porter are intertwined. The name was first used in the 18th century from its popularity with the street and river porters of London. It is generally brewed with dark malts...
category in Sacramento at the California Brewers Festival. The next year at the Festival, the brewery's Mountain High IPA scored top India Pale Ale
India Pale Ale
India Pale Ale or IPA is a style of beer within the broader category of pale ale. It was first brewed in England in the 19th century.The first known use of the expression "India pale ale" comes from an advertisement in the Liverpool Mercury newspaper published January 30, 1835...
honors (edging out Bear Republic's highly regarded Racer 5 IPA), and their sour cherry-infused summer seasonal brew, Mt. Shasta Kriek Ale, came in third in the Fruit Beers category. Also in 2009, Mt. Shasta Brewing Company was named "Business of the Year" by the Weed Chamber of Commerce.
In 2003 two months before Mt. Shasta Brewing Company released its first product, Butte Creek Brewery in Chico, California
Chico, California
Chico is the most populous city in Butte County, California, United States. The population was 86,187 at the 2010 census, up from 59,954 at the time of the 2000 census...
, came out with a brew they patented as Mt. Shasta Pale Ale. Butte Creek sued for control of the trademark of Mt. Shasta Brewing Company, but Dillmann won the suit after a significant effort in proving his claim.
The brewery distributes its bottled beers to retailers and also serves beer in its tasting room and restaurant. The tasting room features an oak bar saved from Rosie's Saloon in nearby Fort Jones
Fort Jones, California
Fort Jones is a city in the Scott Valley area of Siskiyou County, California, United States. The population was 839 at the 2010 census, up from 600 as of the 2000 census.-History:...
. Occasional specialty brews such as Strawberry Porter and Stout of Jefferson are only available at the tasting room. Being near the College of the Siskiyous
College of the Siskiyous
College of the Siskiyous is a public two-year community college with campus is located in Weed, and Yreka, California in Siskiyou County in Northern California. It is part of the California Community Colleges System and has an enrollment of approximately 3,000 students, including part-time students...
is a boost to business, according to Dillmann, as is being near Interstate 5
Interstate 5 in California
Interstate 5 is a major north–south route of the Interstate Highway System in the U.S. state of California. It begins at the Mexico – United States border at the San Ysidro crossing, goes north across the length of California and crosses into Oregon south of the Medford-Ashland metropolitan...
.
Mt. Shasta Brewing is one of three breweries in Siskiyou County, California
Siskiyou County, California
Siskiyou County is a county located in the far northernmost part of the U.S. state of California, in the Shasta Cascade region on the Oregon border. Yreka is the county seat. Because of its substantial natural beauty, outdoor recreation opportunities, and Gold Rush era history, it is an important...
. The other two are Dunsmuir Brewery Works and Etna Brewing Company.
Slogan controversy
Dillmann says he freely uses the town's name in his marketing by permission of the descendants of lumber baron Abner Weed, the town's founder and a state senator. Mt. Shasta Brewing Company's website domain is www.weedales.com, and "Weed Ales" is trademarked. Dillmann says the brewery relies on tourists for 92% of its business, and he uses the Weed name in double entendreDouble entendre
A double entendre or adianoeta is a figure of speech in which a spoken phrase is devised to be understood in either of two ways. Often the first meaning is straightforward, while the second meaning is less so: often risqué or ironic....
, playfully, to promote the brand. Some of the company slogans are "Try Legal Weed", "A Friend in Weed is a Friend Indeed" and "Weed – a flavor yet to be discovered."
The slogan "Try Legal Weed" has appeared on the bottle caps of each product in the brewery's line since 2008. In April 2008, the company was ordered to remove the slogan by the Alcohol and Tobacco Tax and Trade Bureau
Alcohol and Tobacco Tax and Trade Bureau
The Alcohol and Tobacco Tax and Trade Bureau, statutorily named the Tax and Trade Bureau and frequently shortened to TTB, is a bureau of the United States Department of the Treasury....
(ATTTB) because of the perceived endorsement of an illegal drug. The Dillmanns argued that they should be allowed to exercise their freedom of speech
Freedom of speech
Freedom of speech is the freedom to speak freely without censorship. The term freedom of expression is sometimes used synonymously, but includes any act of seeking, receiving and imparting information or ideas, regardless of the medium used...
, and that the slogan refers to the town of Weed and advertises a legal product. Dillmann said he has never tried marijuana (also known as "weed") in his life. Dillmann was invited to speak about the issue on regional and national television programs, local radio shows, and he was interviewed by reporters from many countries. The American Civil Liberties Union
American Civil Liberties Union
The American Civil Liberties Union is a U.S. non-profit organization whose stated mission is "to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States." It works through litigation, legislation, and...
(ACLU) expressed their intention to challenge the ruling on the basis of the First Amendment
First Amendment to the United States Constitution
The First Amendment to the United States Constitution is part of the Bill of Rights. The amendment prohibits the making of any law respecting an establishment of religion, impeding the free exercise of religion, abridging the freedom of speech, infringing on the freedom of the press, interfering...
guaranteeing freedom of speech, but in October 2008 ATTTB reversed their decision after additional review.
Upon hearing the news, Dillmann said, "Weed fought the law, and Weed won." The next year, the Dillmanns were honored by the United States Commerce Association's Best of Local Business Award Program for positive contributions to the local community and for its marketing success in the battle to retain the slogan.
Main brews
- Abner Weed Amber Ale
- Lemurian Lager
- Mountain High IPA
- Shastafarian Porter
- Weed Golden Ale
External links and references
- Official Website
- May 2008 gallery, photographs by Jakob Schiller of the Los Angeles Times