Richard Ryman

USA TODAY NETWORK-Wisconsin

GREEN BAY - Noble Roots Brewing Co. is the sixth craft beer brewery in metro Green Bay.

The brewhouse and taproom will open at 4 p.m. Thursday at 2790 University Ave.

The brewery is family-owned and operated. Marvin Falish is head of sales and taproom operations, Alex Falish is head of brewing operations and Jordan Sullivan is head of finance. Tyler Falish is head of marketing. Rounding out the ownership group is Megan Falish, Jeanne Falish and Katie Sullivan.

Noble Roots is the second brewery to locate on Green Bay's east side. It had looked at downtown and other areas, but the University Avenue building, which it remodeled, fit its needs.

"One of the reasons we like it, it's really embedded in a residential neighborhood," Tyler Falish said. "That's been great for us right from the beginning. Neighbors come by, checking on the progress, asking when we are going to be open."

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They also like that Festival Foods and planned Kwik Trip are a mile to the west as part of the city's University Avenue revitalization project.

"I think the east side of Green Bay has capacity to support more like this," Falish said. "With Festival up over there and the new bike lanes in, it feels like this part of town is more of a destination. It's great to be part of that."

Noble Roots will open with six beers it considers the core of its efforts so far: Noble Roots IPA (American IPA), Mackinac Island Amber (amber ale), Blonde Belgian (Belgian ale), Cardinal IPA (red IPA), Midnight Confection (chocolate stout), and Hapsburg Pretender (blonde ale).

Alex Falish is working all the time on new beers, but they decided to go with their six best for the opening.

"We want to make sure we don't overpromise," Tyler Falish said. "We didn't want to open with a beer we didn't think was ready to go."

They adopted a tap room model as opposed to a brewpub model.

"We will have some light food offerings down the road, but we will be focusing on the beer," Falish said. "It drives a little clarity with what you do."

Like other craft brewers, they look forward to expanding, but will do so deliberately.

"A lot will be built on how the taproom does," Falish said. "It would be our goal to start distributing kegs to local bars. From there, we probably look at canning and bottling. There are a lot of different ways you can go in that direction."

But before that, they want to know whether people like their beer. They are looking forward to feedback from paying customers, which Falish says is different than friends and family weighing in or pouring a few beers at a brew fest.

"My sense is it's not just an IPA that people want. They are still interested in trying a lot of different things," he said.

Hours are 4 to 10 p.m. Thursdays through Saturdays. The telephone number is (920) 489-2874. Noble Roots can be found online, on Facebook and on Instagram.

Hours might be adjusted as they go along.

"Depending on what demand is like, what foot traffic is, we'll look at adding days, adding hours," Falish said.

Contact rryman@greenbaypressgazette.com and follow him on Twitter @RichRymanPG, onInstagram at rrymanpgor on Facebook at Richard Ryman-Press-Gazette. Or call him at (920) 431-8342.