Greg Schirf, a passionate beer lover and entrepreneur, took the bold step of starting Wasatch Brewery in 1986. Fueled by his frustration with the lack of craft beer in Utah, Schirf embarked on a journey to bring quality brews to the thirsty residents of the state.
Having grown up in Milwaukee, a city known for its rich brewing heritage, Schirf had developed an appreciation for the art and science of beer making. When he arrived in Utah, he was met with disappointment as he discovered a limited selection of mass-produced beers dominating the market.
Driven by his desire to change the beer scene in Utah, Schirf set out to establish the first brewpub in the state. However, he encountered a major hurdle – the existing laws prohibited him from selling beer directly to customers. This presented a significant challenge to Schirf's vision, as he knew that to truly make an impact, he needed to have a direct connection with his beer-drinking audience.
Undeterred, Schirf tirelessly advocated for changes to the liquor laws in Utah. He worked with legislators and beer enthusiasts to push for the legalization of brewpubs and the ability to sell beer on-site. This involved lobbying, public awareness campaigns, and building a strong network of supporters who believed in the potential of craft beer.
After years of perseverance and a relentless pursuit of his dream, Schirf's efforts paid off. In 1988, Utah's liquor laws were finally amended, allowing brewpubs to sell beer directly to customers. This marked a significant victory for Schirf and a pivotal moment for the craft beer movement in Utah.
With the legal barriers removed, Wasatch Brewery flourished under Schirf's guidance. The brewpub quickly gained a reputation for its innovative and high-quality brews, attracting beer enthusiasts from far and wide. Schirf's dedication to his craft and his unwavering commitment to producing exceptional beer helped establish Wasatch Brewery as a pioneer in the Utah craft beer scene.
Today, Wasatch Brewery continues to thrive, offering a diverse range of delicious and unique beers that reflect Schirf's original vision. Greg Schirf's journey from Milwaukee to Utah, driven by a passion for craft beer and a determination to make a difference, has left an indelible mark on the brewing industry in Utah and beyond.