The brewery hopes to complete the buildout of the 3,500-square-foot brewhouse and taproom, plus a 1,000-square-foot patio, in 10 months. The Imaginarium will house a 10-barrel brewhouse with a canning and bottling line. In addition to 4-5 of the brewery’s core beers on tap, Purcell says they’ll have a rotating list of 20-25 experimental beers “exploring many different styles, ingredients, and brewing techniques.” He adds that they’ll “complement [the] beer offerings with small food plates from rotating kiosks or pop-up stations.”

“I never imagined it would be an actual location,” he tells GBH. “[When] I first started to have a vision for a smaller space that would allow more creative expression and exploration, I realized I was turning the Imaginarium Project into a real brick and mortar.”

Thanks to game-changing legislation passed in Georgia in Sept. 2017, Peach State breweries and brewpubs can now sell beer directly to customers in their taproom, including to-go. The result has meant renovations, increased revenue, and new business models, including a handful of forthcoming Georgia beer makers planning to barely distribute their beer at all.

Purcell, whose brewery is one of the larger in the state, says that the legislative changes were critical to his ability to control his growth strategy and have a flexible plan for the future. According to the Brewers Association, Three Taverns produced 8,005 barrels in 2017, a 31% increase over 2016’s production.

“While we’re still growing double digits, our growth percentage has slowed significantly over our earlier years,” he says. “Studies show that consumers are more likely to pick up your beer in market after visiting your tasting room. The more people we can get into a Three Taverns tasting room, the more we are able to influence our growth in tasting room sales, in market sales, and most importantly, in profit.”