From Chapel Hill roots to a Triangle icon, Carolina Brewery toasts three decades of quality and innovation
By JENNIFER PRIMROSE
Carolina Brewery, a cornerstone of North Carolina’s craft beer scene, is celebrating its 30th anniversary this February. Founded in 1995 by Robert Poitras, the brewery—the oldest in the Triangle and one of the oldest in the state—has become a beloved establishment in Chapel Hill and Pittsboro. As the fifth-oldest brewery in a state now home to over 430 breweries, Carolina Brewery’s story is one of perseverance, innovation and a steadfast commitment to quality.
“When we started in 1995, craft beer was not very well known in North Carolina,” recalls Poitras. “The first challenge was educating the consumer about flavorful, handcrafted local beer.” At the time, the West Franklin Street location in Chapel Hill where the brewery had decided to open was quieter than today. However, Poitras saw its potential as a vibrant hub for a small, independent businesses.
“We saw the potential to help revitalize West Franklin Street and make it what it is today—a hub of independently owned businesses and the soul of Chapel Hill,” he says. Carolina Brewery became more than just a place to enjoy beer; it emerged as a vital part of the area’s transformation and identity.
In 2007, Carolina Brewery expanded to Pittsboro, opening a larger facility that Poitras envisioned as part of the area’s future growth. However, the timing coincided with the economic meltdown of 2008, delaying the anticipated development in the region.
“I was in Pittsboro, North Carolina, in a massive building and brewery, with all these thoughts of … housing and everything else that was coming—and it’s just finally coming now,” Poitras says.
Despite the challenges, the Pittsboro location solidified the brewery’s foothold in the area and allowed Carolina Brewery to expand its offerings. Distribution proved to be another hurdle in the early years. Poitras remembers driving a van filled with kegs, his surfboard and his dog to deliver beer to the Outer Banks in the late 1990s.
By 2010, partnering with a distributor allowed the brewery to focus on brewing while letting professionals handle the transportation logistics.
Over the past three decades, the craft beer landscape has evolved significantly. Drinkers have become more adventurous and discerning, with preferences shifting from traditional lagers and stouts to an array of styles, including hazy IPAs and fruit-infused beers. Carolina Brewery has adapted while staying true to its roots.
“We don’t brew beer with peanut butter and jelly or Skittles. We don’t do crazy beers and change all the time,” Poitras says with pride. “The consistency and drinkability of our clean, crisp beers has been a big factor in our success for so many years.”
Quality in its Menu
One area where Carolina Brewery shines is its commitment to pairing high-quality beer with equally outstanding food. Poitras emphasizes the importance of the brewery’s made-from-scratch kitchens in both locations. “We are as passionate about our food as we are about our beer,” he says. “We make our own ranch dressing, salsa, batters—you name it. All are made from scratch.”
This dedication to quality extends to their approach to pairing beer with food. Menus feature recommendations that educate guests on how beer can complement or contrast with flavors in a dish. “An IPA would cut the spiciness of a dish. Sky Blue Kölsch would complement something lighter, like a salad,” Poitras notes. “We’re kind of geeks about it.”
This focus on education enhances the guest experience and demonstrates the brewery’s culinary philosophy. “I think a lot of times, people are surprised how good our food is, and that’s why the restaurants have done so well,” Poitras says.
In addition to their made-from-scratch dishes, Carolina Brewery has developed a line of barbecue sauces sold throughout North and South Carolina and on Amazon. These include the Eastern Carolina BBQ Sauce, Carolina Gold BBQ Sauce and a dry rub, each reflecting the region’s rich culinary heritage.
“People that know Carolina Brewery, we want to be known for good times, high-quality food, high-quality beer and Carolina flavors,” Poitras says.
A Legacy of Excellence
Carolina Brewery’s flagship beers, such as Sky Blue Kölsch and Copperline Amber Ale, reflect the brewery’s dedication to tradition and community. Sky Blue Kölsch, inspired by Chapel Hill’s Tar Heel traditions, has been a staple since day one, while Copperline pays homage to the area’s moonshining history.
Innovation also plays a role in their success. The brewery’s Sky Peach Kölsch, a fruit-infused summer seasonal, has been a hit since its debut. “It’s still authentic to a beer,” Poitras says. “It’s beer with peach accents, not just a peach bomb.” The beer was so well received that it will return with an extended run this year.
The brewery has also embraced changes in consumer behavior, shifting from draft-heavy sales to a significant focus on canned beer. “We were 90% draft beer when we first started distributing. Now we’re 50/50 draft to cans, and it’s going more and more toward cans,” Poitras notes.
Carolina Brewery has achieved numerous milestones, from winning national awards at the Great American Beer Festival to contributing to community initiatives like Pittsboro’s liquor-by-the-drink legislation. Poitras reflects on the brewery’s longevity with pride.
“We’ve been doing this a long time, and I think the consistency and drinkability of our clean, crisp beers has been a big factor in our success for so many years.”
Looking Ahead
As Carolina Brewery celebrates 30 years, it remains a pioneer in North Carolina’s craft beer industry. From its beginnings as a small brewery on a quiet street in Chapel Hill to its status as a regional favorite, the brewery continues to honor its roots while embracing opportunities for growth and innovation.
For Poitras, the journey is more than beer—it’s about creating a space where people can gather, celebrate and enjoy life. “We want to be a place people associate with good times, great beer and amazing food. That’s the legacy we’re building.”
Check out more stories from around the Triangle at midtownmag.com.
