By Heather Lusk
An oasis is being created in what has been marketed as a “beer desert” by the Boone Co. Economic Development Corporation.
Boone County is getting its first brewery since the 1870s.
Noble Order Brewing Company expects to open a taproom on Zionsville’s Main Street by late February serving a rare quadruple menu of craft beer, mead, cider and wine.
“We’ve combed the entire country, but we cannot find another place that bottles all four of those,” Co-owner Mike Miller said. This will be the second location for the Noble Order, which has its brewing headquarters in Richmond.
While its libations will continue to be brewed in Wayne Co., Noble Order will add specific Boone Co. distillations to its menu created using only ingredients found locally.
“All the materials that we use will be coming out of Sugar Creek Hops and Sugar Creek Malt Farms,” Miller said, along with yet unknown spices that will be from the area. “That’s something unique we can offer.”
“What we would like to do is all the time have one small brewed Boone County brew on tap,” Miller said, “so every time you come into the tasting room, you can get a beer that’s made with all Boone County products.”
The Boone Co. EDC began working to convince a brewery to locate in the county during the inaugural Whitestown Brewfest in September. EDC officials distributed marketing materials to attending craft breweries, encouraging them to consider moving to the area. The campaign was created “to let them know, ‘Hey, we’re here. We’d love for you to be the first one,’” said Molly Whitehead, executive director of the Boone Co. EDC.
The next day Noble Order contacted Whitehead with interest in expanding.
“They were interested in more foot traffic and a place that’s growing, more millennial growth,” said Whitehead, who walked them through the village where they discovered their new location at 98 S. Main St.
“Zionsville just really hit it on the head,” Miller said. “It just fits our aesthetic and our look. We found a home.”
“We think it’s an excellent addition, a space for people to meet,” Whitehead said. “The more options we have the better off we’ll be.”
Valerie Swack, who owns the building with her husband, said she has always thought the location would be perfect for a brewery.
“When we bought the building 15 years ago, that was our long-term dream,” she said. “It’s a wonderful thing that they are the experts in it, and we’ll get to enjoy the wonderful products.”
The location will only serve beverages, so customers are encouraged to bring their own food from other local dining establishments.
The building will be ADA compliant with electrical upgrades and the addition of televisions.
“We’re not a sports bar, but we want to be able to have those things when people come in,” Miller said. “We just think that’s a nice touch.”
Bottles of wine, specialty beer, meads and ciders will be available for takeout along with cans and growlers of beer. All four varieties will be available in-house, on tap.
“We’re tapping some unique things,” Miller said.
Brewmaster Richard Shoyer writes all of the Noble Order’s recipes and was a home brewer along with Miller when they met Jeff and Melody Haist, owners of JJ Winery.
“We had an affinity and love for craft beers,” Miller said. The Haists were interested in adding a brewery to the winery, and in 2010 they together created Noble Order. Three years ago Miller quit teaching middle school to focus full time on the business.
The owners are designing Noble Order to be a pet-friendly establishment. They also are working on plans to host musicians certain nights of the week and bring local art into the building.
“We have plans to pair with local artists to be the ones who decorate our tasting room, and that will revolve every six weeks,” Miller said. “It will always be evolving and changing.”
Miller is eager to open the doors and be involved in Zionsville.
“We want to be a part of the community and work with everybody to help enhance some economic growth for our neighbors,” he said. “The people you get to meet is what makes it really fun.”
The search continues
The Boone Co. EDC isn’t done seeking breweries to move to the area.
“We’re still pursuing others,” said Whitehead, who recognizes there are many opportunities and locations for taprooms in the county.
Whitehead said it’s an unusual marketing plan the EDC has undertaken to entice breweries to the county.
“This isn’t traditional economic development marketing,” Whitehead said. “We’re marketing to companies that are usually a little bit hipster.”
The initial “beer desert” campaign idea has been followed by a mailing to brewers during the holidays with a photo of Santa and his “Reinbeer.” Other communications will follow “as ideas come to us,” Whitehead said. They say their priority, however, is to find the best location for the business. “It’s all driven on what the company is looking for,” she said. “That’s where we’ll take them.”
