It started with the sunsets off Grayton Beach, the eclectic sensibilities of the locals living along Scenic Highway 30A, and a little bit of a hippie vibe to which Grayton Beer Co. owner Jamey Price relates.
All of these qualities became infused into the essence of Grayton Beer, the craft beer Price now markets from Pensacola to Apalachicola. (Go to PanamaCity.com or GraytonBeer.com to see a list of locations.)
In promoting the new company, Price noted a sign on the outskirts of the town that says, “Slow down, you’re here.” That concept of taking a moment to stop and drink in the ambience is the essence of his company and his product.
“This eclectic attitude and the magnetic energy of the locals was a strong influence on me and the brewery when we started down this road,” he said in a statement on his website. “That influence is reflected in our name, our packaging, and our attitude.”
Price, 36, grew up in Vicksburg, Miss., and describes himself as an avid outdoorsman. He likes to fish, kayak and golf — but he loves spending time with his family on the beaches of South Walton County.
“I have watched countless sunsets sitting on the tailgate of my truck and sparked quite a few bonfires at dusk,” he said on his website. “I knew I loved this area on my first trip to the beach, but I have grown to truly appreciate the natural beauty that this little stretch of beach has to offer.”
As one might expect, beer is a passion of his. Before getting into the business, Price already was taking tours of breweries, attending tastings and trying new beers whenever he could. He worked for months to tweak recipes and find just the right combination of malt, hops, and yeast.
Price describes Grayton Pale as “a refreshing, American-style”, “breezy and cool,” with a relatively low alcohol content; it goes well with any meat dish. (I had it recently with a grilled chicken sandwich at Bud & Alley’s restaurant in Seaside, and again with a seafood buffet at Spinnaker in Panama City Beach.)
Grayton IPA is described as “well balanced, yet hop forward” with a “smooth body” that makes it match well with spicy dishes as well as sweet desserts.
Price and his wife, Candace, live in Rosemary Beach. Her parents were the original postmasters for the resort community, and her brother is a top Realtor there.
He launched his new venture in May 2011 with two beers, a Pale Ale and I.P.A., and hopes to add an array of styles moving forward. Also, plans are under way to build a local brewery that will run 12 months a year; the beer is currently brewed in Melbourne.
“It’s a constant process,” Price said. “Keep doing what you do and the big picture takes on a life of its own.”
The American Brewers Association defines a craft brewery as “small, independent and traditional,” according to online sources. Most breweries in the nation fall into this category, with a production size of less than 6 million barrels a year; so-called microbreweries are defined as having an annual production of less than 15,000 barrels.
Grayton Beer Co. hopes to increase its production to a maximum of 5,000 barrels a year by March 2012, when the local brewing facility should come on line.
“We’re legitimately creating 12-month-a-year jobs, new jobs,” he said.
Price said one of his goals is to enhance the craft beer industry on a national and international scale.
“As long as we can make a great beer, everything else will work itself out,” he said.
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