Eastern Market Brewing Co. is introducing a new self-serve concept at 456 Charlotte St. in Detroit called Elephant & Co. that will have dozens of taps featuring the brewery’s beer offerings as well as Detroit-style pizza.
The Charlotte Street location will be open throughout the day and offer coffee roasted on-site as part of a Dooped Donut Cafe, the company’s vegan donut venture.
Dooped Donuts opened its first location at 1555 Broadway, across from Comerica Park, and also distributes its small batch vegan donuts to local cafes.
“Six years ago today, we poured our very first beer at Eastern Market After Dark,” says Dayne Bartscht, managing partner of Eastern Market Brewing Co. “We’ve come a long way, and this location will be a representation of everything we’ve learned. The name ‘Elephant & Co.’ is an ode to where it all started, with our elephant logo in Eastern Market, while ‘& Co.’ represents our many other brands. Charlotte Street will be a showcase for our beer, as well as our offerings beyond beer.”
Eastern Market Brewing Co. is the only brewery in Michigan self-distributing at scale, meaning the company not only brews its beer but also delivers it directly to retailers throughout the state.
Within its first few years, the brewery reached Michigan’s self-distribution cap, so in 2020, it spearheaded efforts to change the law, successfully increasing the limit. Then in 2021, Eastern Market Brewing Co., while brewing at capacity, acquired the former Roak Brewing Co. site in Royal Oak to act as its primary production facility. Last year, the Royal Oak location became Michigan’s first fully self-service taproom.
Elephant & Co. intends to maintain this entrepreneurial spirit with pizza delivery that includes beer, straight from the source. Eastern Market Brewing Co. first tested this concept during the pandemic at their sister location, Ferndale Project, and has considered re-launching it ever since.
Using its self-distribution infrastructure, the business is positioned to capitalize on the opportunity with in-house logistics software and a fleet of vehicles.
The new location will open in 2024, as soon as state and federal brewing permits are approved. Similar to their other ventures, Eastern Market Brewing Co. plans to activate the space while they wait.
This will include an event on Friday, Oct. 27 in partnership with their new landlords, Midtown Inc. and Invest Detroit, where all proceeds will be donated to community-based charities within Detroit.
Retail designer JGA is overseeing the branding of the space with an emphasis on restoring the look-and-feel from the 1950s when it was a radio parts manufacturer. The interior will pay homage to other tenants of the building, including the Cass Corridor Food Co-op, whose mission and principles were found in old photographs and resonated with the values on which Eastern Market Brewing Co. was founded.
While Charlotte Street is the flagship location for Elephant & Co., the broader vision is to open additional venues throughout the state creating a hub-and-spoke network enabling Eastern Market Brewing Co. to continue its growth trajectory.
Plans are in the works to rebrand their Royal Oak location, Lincoln Tap, as an “Elephant & Co.” and start testing concepts there including Detroit-style pizza and barrel-aged beers.
“Midtown Inc. and Invest Detroit’s commitment to the revitalization of Detroit is impressive and we are fortunate for the opportunity to partner with them. Our team is made up of awesome humans who are deeply passionate about the products they craft, the experiences they curate, and the communities they reside in,” says Pauline Knighton-Prueter, vice president of sales and marketing. “We look forward to delivering meaningful connections and contributing positively to Midtown’s vibrant community.”
