USA, MI: Bell’s Brewery investing $20M into facilities, beer garden

It’s been 40 years since Larry Bell founded Bell’s Brewery with a simple 15-gallon soup kettle in Kalamazoo, MLive.com reported on September 18.

Now, four years after Bell sold his namesake brewery to Lion, creating a craft partnership with New Belgium Brewing in the process, his beer and legacy is available in all 50 states.

Yet as Bell’s continues to grow and expand its footprint, the Kalamazoo company remains committed to its roots.

Exemplifying that, Bell’s officials this week announced a $20 million investment in the Kalamazoo community as the beer maker celebrates 40 years of business.

Of that, $18 million will be invested in the Comstock Township brewing facility over the next two years. Another $2 million will be put into improvements at the Eccentric Café and Beer Garden next year, said Chris Brimmage, director of Bell’s Brands.

The money going into the brewing facility will help expand operational capabilities, boost production capacity and position the brewery for long term success and continued innovation, said Michaela Eagan, Bell’s public relations manager.

The company plans to tackle a wide range of initiatives at the facility, including improving packaging efficiency and reducing the brewery’s carbon footprint.

Specific improvements at the café and in the Beer Garden were not divulged.

“For us, investing this money in the Eccentric Café means really focusing on our hospitality,” Brimmage said. “That remains a primary channel for us to continue delivering that premium guest experience that we know builds brand loyalty.

“We’re ultimately all about creating lifelong fans and lasting experiences and memories with our brand.”

Bell’s hopes to create some more lifelong memories for patrons as it hosts a Garden Party with The 1985, on Sunday, Sept. 21, at the Eccentric Cafe’s Back Room.

The party will feature a specially brewed 40th Anniversary Barrel-Aged Expedition Stout and numerous other beer specials, re-releases and anniversary merchandise.

Guests are invited to dress as their favorite Bell’s beer to show off in the 360-degree photobooth, participate in trivia and have chances to receive surprise giveaways throughout the night.

A nostalgic throwback menu, inspired by the Café’s original “Lil Kitchen,” will also be served alongside a complimentary oyster pop-up.

“Bell’s is more than a brewery; it’s a community staple,” Brimmage said. “Our fans are deeply connected to what we do, and we’re intentional about delivering the very best of Southwest Michigan craft, today and for years to come.

“Even as we continue to grow and expand our reach to fans around the country, we always remember our roots – our Michigan community made us who we are today, and we’re proud to continue investing in this community each and every day.”

Tickets for the Garden Tea Party with the 1985 are available at bellsbeer.com.