Magic Hat

The door to this enchanting establishment

North Country residents may be deprived of some common human desires like warmth and sunlight, but California’s got nothing on Vermont when it comes to ice cream and beer. Ben & Jerry have been America’s favorite snack time duo for years, but they better watch out because Bob & Alan, the founders of Magic Hat Brewing Company, are about to steal the spotlight.

As a relatively new business, Magic Hat has quickly become one of New England’s favorite beers, and is growing in popularity throughout the East Coast. The company started in 1993 when long-lost acquaintances, Bob Johnson and Alan Newman ran into each other in Burlington, Vermont. Bob shared a tale or two about brewing beer in his college bathtub, and Alan, with no prior brewing knowledge, thought Bob was brilliant. Without much further discussion, the men declared they would create a business together. Alan explains his impulsive decision, “I knew Bob and I liked drinking Bob’s beer.”

It was a match made in heaven. Alan, painter of multidimensional canvasses, and Bob, an artist of many practical trades, made the perfect pair. They possessed enough talent to surpass the imagination of the typical brewing factory. With their originality, they were able to present their company and product with an “Alice in Wonderland” flare that distinguishes them from the rest of the boring brews.

In just over ten years, Magic Hat distribution has expanded to New York, Washington DC, New Hampshire, Rhode Island, Massachusetts, Connecticut, Maryland, New Jersey, Maine, and Delaware. In September 2002, with demand exceeding supply, Magic Hat bought a bankrupt brewery in Key West, Florida, where the brewing capacity is double the size of Vermont’s. With this recent development, Magic Hat is sure to expand throughout the United States in no time.

As successful as Magic Hat may become, Bob and Alan know one thing; they never want to stop giving back to the community. “Our focus is on the arts. I’ve always built a business by supporting the community, by creating this loop. The community gives support by buying our product, so we’ve really focused on what we can do to support the community.” Combining art and gratitude, Magic Hat has been able to come up with several events that successfully generate fun and raise money for charity. Each Halloween weekend, for example, the brewery opens the doors and welcomes the costumed community to a celebration of music and dance.

One of the many fun eye-catchers

The proceeds from this “Night of the Living Dead” benefit a local arts organization. Another favorite holiday is honored with “Santa Night Feast of Fools.” Every Christmas, a group of people dress up as Santas and Elves, load a Magic Hat keg to the back of a sleigh, and ride around town caroling to collect money for families in need. March kicks off Mardi Gras-style as Burlington transforms Church Street into Bourbon Street. The highlight of the weekend is the annual Saturday night Magic Hat block party featuring music, southern cooking and a beer garden. The downtown bars and restaurants join in the fun by offering unique dining menus and drink specials. Proceeds from the weekend benefit the Women’s Rape and Crisis Center.

Although these charitable events are only seasonal, Magic Hat has an ongoing commitment to promote safe sex through education. They distribute educational information through posters, pamphlets, coasters, and condoms that are cleverly named, “magic hats.” In addition, the Magic Hat web site offers links to information on sexual education and AIDS help organizations.

Safe sex awareness is just one unique features of the Magic Hat web site. This creative company presents their history and beer with a poetic theme that is consistent throughout the entirety of the business. The beer is unlike any other commercial brand, and seasonal flavors are always being created. If you visit the brewery in Vermont, you will be able to sample the brew of your choice. Tours are offered regularly, and the gift shop offers everything from dog leashes, to magnets, to bandanas and t-shirts.

Where all the magic happens

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