Man Skirt Brewing

Lebanon Township's Joe Fisher plans on opening Man Skirt Brewing in the former Jersey United Bank building at 144 Main St. in Hackettstown.

(Express-Times Photo | MATT SMITH )

Joe Fisher's day job is that of a computer programmer.

But the Lebanon Township transplant will tell you he's much happier behind a brew kettle than a keyboard.

"I started as a home brewer in 2008 and it quickly grew from hobby to obsession," the 39-year-old said. "It's a passion, and it's what I want to do for a living."

A roughly two-year search for the right space has landed Fisher and Man Skirt Brewing LLC in the former United Jersey Bank building, and the Staten Island native anticipates it could be roughly six months before he's brewing beer.

Fisher needs to secure a federal brewer's license and his state manufacturer's license. The 5,000-square-foot building at 144 Main St. was well maintained and needs little in terms of upgrades, he said.

A roughly 1,800-square-foot first floor space with its 17-foot ceilings will easily accommodate plans for a proposed seven-barrel fermenting system, Fisher said.

Fisher anticipates brewing roughly 500 barrels annually and distributing to an estimated 25-mile radius to start. As for the beer, he envisions three staples -- a blonde ale, an oatmeal stout and an English bitters -- along with seasonal offerings.

Changes in state law will allow Man Skirt Brewing to sell to a wider audience. In 2012, the governor signed into law changes that now allow craft breweries to sell a half barrel, growlers and bottles directly to customers for consumption off premise and pints for consumption at the brewery, Fisher said.

And while his license will not allow him to serve food, Fisher said customers will be allowed to bring food into the brewery, noting he watched a couple have a pizza delivered to Angry Erik Brewing in Sussex County.

At the outset, Fisher will be brewer, deliveryman and chief bottle washer, but he might need someone to run the tap room and handle retail sales. Man Skirt will likely be open Thursdays, Fridays and Saturdays, while Fisher feels out demand for the tap room that he says won't be designed to compete with local bars.

He plans to work with as many local and New Jersey farmers as possible to provide his ingredients. Even if Man Skirt uses pellet hops from the West Coast, Fisher said he could, for instance, use fresh local hops for dry hopping.

The building sits on the western corner of Grand Avenue and Main Street, making it a highly visible and busy location, according to Jim Sheldon, executive director of the Hackettstown Business Improvement District. The building, most recently occupied by the Comfortable Chef, has been vacant for about three months, he said.

The project shouldn't present any significant zoning issues, according to Sheldon. The building does not have its own parking lot -- a common issue in the business district -- but it is close to a municipal lot, he said.

A craft brewery represents a niche business that won't have to compete against big box retailers, making it an ideal addition to Hackettstown's business district, Sheldon said, adding it should generate business for the town's growing restaurant scene.

"It's very exciting to have this business," he said. "It really helps ... Hackettstown's dining (scene) we've been trying to solidify the last few years."

When he first started searching for a building, Fisher said he focused exclusively on Hackettstown. The town offers a "good vibe" and a mix of a younger crowd and an established, more affluent crowd from nearby communities, he said.

And today's craft beer crowd is more educated about the industry and styles and wants to know from where their beer hails, Fisher said.

"I think (Hackettstown) will be perfect for a brewery," he said.

Warren Wilson is owner of Homebrew University, a few doors down from the future brewery.

Consumers are itching for better beer, and a brewery is a viable option in Hackettstown, provided it offers quality beer, Wilson said. He said he regularly hears from customers looking for recipes from their favorite craft brewers.

"If you can make good beer and put it into local bars, I think it will be a boom for Hackettstown," Wilson said. "It can help make Hackettstown a destination."

Anyone walking past the building once brewing begins will see Fisher brewing in his Utilikilt, the genesis for the brewery's name. Fisher, who is not Scottish, is just a fan of the style.

"They're not technically kilts," he said. "They're not tartan and they have pockets, so it's a man skirt."