Every once in a while, you come across someone who starts a business for a good reason. They don't want to get rich or become powerful people in their communities. They're just good people trying to do good.
Eon Verrall is one of those business owners, and his Shalooby Loofer Brewing in Clarence Hollow is driven by a desire to make the world a better place. Eon is not a serial entrepreneur. He is also not a trained brewer. He's just a guy with a vision and a love for craft beer.
“We wanted to be a brewery that could give back in many ways,” he says. “Our mission is to make the world a better place, one beer at a time. It goes from making people happy in our brewery to our deeper mission of giving back financially. It may extend to.”
Shalooby Loofer, named after the nickname Eon gave his daughters, brews beer. More on that later. But more importantly, the brewery will donate $1 for every beer sold to help build schools in Nepal through the international nonprofit organization buildOn. The brewery has set a goal of raising $35,000 in its first year of operation, and Eons said it has raised about $15,000 so far.
Eon, who is hoping to raise another $20,000, said the response to his beer so far has been encouraging, both from a fundraising and craft perspective. Shalooby Loofer's beer selection reflects the fact that Clarence Hollow's nanobrewery attracts a wide range of people. The most popular beers are classic styles such as Pilsner, Stout, and Brown His Ale. But the brewery also brews modern styles, including Peach His Cream Ale and a beetroot-based “Triple Hefeweizen.”
“We get some pretty hardcore craft beer drinkers who come, but we also get a lot of locals who ask if we have anything like Labatt or Coors,” Eon laughs.
You've probably heard stories about companies like Apple starting in a garage. This is a term often used in craft beer. The same is true here. The brewery and taproom is literally located in what was once a three-car garage at 10737 Main Street in Clarence Hollow. It's an intimate setting, to say the least. There's also a small backyard, which Eon hopes to expand on in the coming months. The food options are not that different from what friends would serve as snacks at a dinner party. Things like different cheeses and chips. But somehow everything works out.
“If you look at Google reviews, the word 'vibe' comes up a lot,” says Eon. I think people like the small intimate atmosphere. They like to get to know me and the bartenders personally. The fact that we're giving back, I think people enjoy it too. ”
In keeping with the DIY vibe, Eon and his brewing partner Jack Merlino have no formal training. Shalooby Loofer's beer brewing has gone through a lot of trial and error on YouTube. But Eon explains that their evolution as brewers is part of the journey and the attraction for everyone involved. After all, it's all for a good cause.
“I had two batches last week that I was looking forward to, but the results weren’t great,” he says. “The next day he came out with two batches that exceeded expectations. So, like anything, there were ups and downs, but overall it was very rewarding.
“It stimulates my creative side and knowing I am helping build schools in Nepal keeps me going.”
Business hours at time of publication (subject to change): Monday 5pm to 8pm, Tuesday to Friday 5pm to 10pm, Saturday 12pm to 10pm, Sunday 12pm to 5pm
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Shalubee Roofer Brewing
10737 Main Street Clarence, NY 14031 • $$$$$
north towns
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