The Brew Two: Jeff & Lori Fitzpatrick

For him - the owner of Blue & Gray Brewing Company, and her - the owner of Blue & Gray Beer Distributor, it all started with homebrewing. Jeff Fitzpatrick was a homebrewer and analyst in policy issues for the National Academy of Public Administration in Washington, DC until about 8 years ago. The microbrew revolution was peaking, driven by homebrewers who had proven they could brew better beer in their basements than the mass-brews could in their big brewery plants. While he enjoyed the work, he was ready to try something new, and decided that there was room for one more microbrewery. He chose the Fredericksburg area as a promising location with a growing population in the surrounding counties and increasing consumer sophistication.

Six years ago, he married Lori, previously a teacher and waitress from NYC. I asked who talked whom into the brewery thing (most guys would have some difficulty in talking their better half into it), and Lori told me that Jeff had already embarked on the project when they were married, so it was less a matter of being talked into it than knowing what was coming. Brave woman.

When the brewery opened, they began distribution through Freeman Distributing, but knew it would be difficult to gain a local market share against well-established breweries with nationwide maketing campaigns. Unfortunately, under Virginia's convoluted and largely counter-productive liquor laws, they had little choice since a producer like Jeff cannot also distribute as a wholesaler. What was their answer? Step 1: sell the beer to individuals from the Brewery instead of via retailers - they now sell more beer direct than through distribution. Step 2: Lori stopped working at the brewery and started a distribution company. She can sell Blue & Gray brand beers outside of Freeman Beverage territory. Her initial target for expansion outside the Fredericksburg area was Richmond.

I asked how much they divide the labor between their two businesses and got a lesson in the separation of production and distribution under VA's crazy laws. They each have a business to run, and neither can help the other because the twain shall never meet (at least until we get some legislators in Richmond with the gumption to stand up to the lobbies). Considerable cooperation is required to properly represent the brand at events statewide. They both noted that the paperwork is the most significant part of the business. Alcohol-related businesses are very paper-intense at all levels - this is not VA specific - the Feds require unGodly amounts of paper as well - Jeff commented that if he had a shoe business, his paperwork would be cut in half.

Then there is family life. They talk each morning to coordinate who needs to be where, when, and who will be watching Nataniel (5) and Luke (3) at any given moment of the day. To complete the family picture, Christian (17) works for Jeff at the brewery part-time. The twin businesses permeate life at the Fitzpatrick household - towels used at the brewery during the bottling process often appear in the family washing machine. I asked what other activities compete with the beer biz for their time and was met with blank stares.

What does the future hold for this energetic twosome? They have a goal of no less than 100% of the alcohol serving restaurants between Richmond and northern Virginia carry Blue & Gray beer. The much-anticipated festivals they run several times a year at the Brewery will continue (and, we all hope, be expanded!).

From Front Porch: Fredericksburg, Vol. 11, Issue 127, January 2008

Article By: Joe Gherlone