By Anthony St. Clair
For the Oregon Beer Growler
From a free bike share program to special brews for community causes, Eugene brewpub Falling Sky is always involved.
“We’re really receptive to any partnership with the community, especially if it’s something that we align interests with,” says co-founder Jason Carriere. “We’re very open and connected to the community. We don’t turn people away.”
Falling Sky supports many causes that are rooted in sustainability and environmentalism. It’s part of what Carriere sees as the cyclical nature of brewing, which is a business that depends on healthy natural resources and agricultural products. “We depend on the ecosystem to provide what we need to make good beer.”
Falling Sky’s commitment to the environment is visible as soon as you walk up to their Pour House & Delicatessen at West Eighth Avenue and Blair Boulevard. Seven bikes are available free of charge (with a $150 deposit on a credit card) for anyone to borrow for up to 24 hours. Falling Sky supplies locks and helmets, and the bikes have built-in lights. Local shop Arriving By Bike keeps the cycles in good repair.
“We have a lot of people who come to Eugene from out of town,” says Carriere. “This has been a good way for them to get around town without too much trouble.” Sometimes people just ride along the nearby riverside bike paths or use the bikes to check out different neighborhoods while looking for housing.
Other Falling Sky programs tend to focus on special days where portions of certain beer sales go to a particular cause. Sometimes Falling Sky also works with nonprofits or other organizations to brew a beer around a specific cause. From initial conversation to rollout, it usually takes four to five weeks to develop a promotion. However, it might take up to two months if there is a beer release involved. “We typically just get together and have a meeting, talking about what they’re interested in,” explains Carriere. “We try to pick (a beer style) that appeals to a broad base of people, so that we can really pump up the beer and the connection with the charity.”
Recent examples have included Tree Line Pale Ale, brewed in support of Friends of Trees, a Northwest nonprofit that plants and cares for urban trees. Falling Sky donated $1 for each Tree Line pint sold, as well as $5 (enough to buy a tree) from sales of a special Friends of Trees T-shirt. In a similar vein, $1 of each pint of Floodplain ESB went to support the McKenzie River Trust, which helps protect area watersheds and critical habitat lands.
After winning an award for best medium-sized transit district in the U.S., Lane Transit District (LTD) reached out to Falling Sky. They collaborated to brew Mash Transit Ale, an English-style pale ale, to publicize and celebrate LTD’s achievement. Purchasing a pint came with a bonus: a free bus ride. Falling Sky also donated $1 of each pint of Mash Transit to Lane Coalition for Healthy Active Youth.
“We consider mass transit an environmental cause, in terms of keeping cars off the roadway,” explains Carriere. “It encouraged people to ride the bus who don’t often ride the bus.”
Falling Sky community support efforts can also be as simple as a flyer and a one-day deal. By bringing in an organization’s printed flyer or graphic on a smartphone or tablet, a customer can have 25 percent of their purchase donated to the cause.
For larger promotions and support, Falling Sky leverages in-house resources for brewing a special beer, promoting the cause in its locations and across social media, and developing a custom T-shirt. “We’ll do a beer release event where they can come in, set up a table, share information and talk with people,” explains Carriere. “It gives them a platform to get their message out. And when we go out to sell the beer, we also try to bring out promotional materials for the cause too.”
Coming up, Falling Sky is brewing a kolsch to support The Oregon Brewshed® Alliance. It will be released during the week of Earth Day (April 17–23).
“We’re a really small brewery,” says Carriere. “We don’t have a community outreach director or anything like that that some of the larger places have, so we rely on the community to come to us and work with people. Typically (co-founder) Rob Cohen, lead brewer Scott and I sit down with you and figure out what we can do to help.”
Falling Sky Locations
[a] 1334 Oak Alley, Eugene
Pour House and Delicatessen
[a] 790 Blair Boulevard, Eugene
Fermentation Supply Shop
[a] 1331 Willamette St., Eugene
Stories from the print edition of the Oregon Beer Growler.