Third Space Brewing is marking a decade in Milwaukee. On The Upswing, Jeff Sherman welcomed co-founder and president Andy Gehl to celebrate the milestone, look back on 10 years of brewing, and look ahead to the next 10.
“It’s a major milestone for us,” Gehl said. It carries extra weight as other breweries in the area close. For Third Space, building a brand that connects with people means a lot.
Gehl’s business partner, co-founder, and brewmaster Kevin Wright came up with the name. It comes from the idea of a “third space,” a welcoming place outside home and work where people gather and connect. The two first met as counselors at YMCA Camp Minikani, which they call one of their first third spaces. The name also connects to Milwaukee’s German brewing roots.
Gehl said the biggest challenge was the hustle of growing the business and building a distribution network. The craft beer industry faces a lot more outside pressure than it did in 2016, and the brewery has to stay true to its brand while changing with the times.
Third Space doesn’t make a non-alcoholic (NA) beer. Gehl called brewing one a daunting task. Instead, its new 3.0, a 3% ABV beer, is aimed at customers who are drinking in moderation more often. Gehl said adding more kinds of beer is important.
Gehl also talked about Marquette Golden Ale. Third Space is the official craft beer partner of Marquette Athletics. He didn’t go to Marquette, but he grew up a big fan of its basketball team. WTMJ host Jeff Sherman noted that he’s proud of the small role he played in making this beer happen.
Third Space beer is sold in every Wisconsin county except Florence County, which gets its beer through distributors in Michigan’s Upper Peninsula. Gehl hopes to break into that market so Third Space can reach the whole state.
The Innovation Brewhouse in Menomonee Falls is Third Space’s first restaurant. Gehl said it has taught the team a lot about the service and business sides of running one.
Looking ahead, Gehl wants to put more into marketing, especially for Happy Place, the brewery’s flagship beer.
The 10th anniversary party is Saturday, Sept. 26, at the brewery at 1505 W. St. Paul Ave. It will feature Super Happy, a limited, brewery-only, stronger take on Happy Place, along with live music, food trucks, and family activities.
Asked how he defines success, Gehl pointed to work-life balance. “Your life cannot become your business.”
The Upswing is presented by Horicon Bank.
