Soble admits "natural business-owner anxiety" about the change. What if no one wants to deal with yet another new beer brand in Chicago? But Soble and his partners, brothers Ben and John Saller, who handle brewing and operations at Burnt City's production facility in an old Jay's potato chip factory on the Far South Side, said a reset is the best idea in a fast-moving craft beer industry. With Atlas, they were trying to look back and evoke a long-dead brewery that dated to the late 1800s. It ended up being the safe route.