With craft beer on sale, a craft fair in town and a plethora of local breweries on tap, Joann’s Craft is looking to expand.
The retail store has already expanded to the west side of downtown, which includes the area surrounding its store.
The new location will open in the fall.
The new location at 1301 E. 4th St. will be home to Joann and her husband, Scott, who will sell the store’s latest beers.
The couple opened the shop a couple of years ago with a simple goal: create the best beer experience possible.
The couple said the idea was born out of the frustration they experienced with their first craft beer purchase at a store they frequented.
“We had an awful experience,” said Joann.
“We walked in, we had to get our beer.
We walked out, we were disappointed.
We couldn’t get our drink.
We were like, ‘This is a craft beer store?
It’s the worst experience I’ve ever had in my life.'”
When the couple began their craft beer journey, they were more interested in the quality and quantity of their beers, and the craft beer industry at large, than the cost.
When they opened their shop in 2012, they expected to be competing with stores like Sam Adams and MillerCoors for customers who were looking for the best beers to buy.
Since the shop’s opening, the couple has been able to serve as a bridge between the craft and the mainstream.
While they’re not competing with the likes of Sam Adams, they said they are competing with a more popular industry, one that they feel will be more beneficial to the local economy.
“When we opened the first store, we wanted to be the first one to open, to be on the top of the food chain,” said Scott.
“When I see a lot of beer being sold at Sam Adams or MillerCoours, I think it’s going to be a lot easier for them to do it.”
The store has expanded beyond the East Side of downtown into an area north of Interstate 495 and south of Interstate 290.
It will offer beers from breweries such as Goose Island and Three Floyds, as well as a rotating selection of other craft breweries.
In addition to selling craft beer, Joanna’s will also be able to offer more casual, off-the-beaten path dining options, including a wine bar and a wine and beer tasting room.
As the store continues to expand, the family hopes to expand beyond the Northeast.
“We’re going to continue to bring in a bunch of new customers who want to come into the neighborhood,” said Joe.
“They’ll be the ones that are going to buy our beer, not the ones who want a drink at a restaurant.”