THAT Brewery - Cottonwood

What THAT Brewery - Cottonwood does

THAT Brewery is a privately-held craft brewery established in 2012, operating two locations in the Pine and Cottonwood area of Arizona. The company handcrafts approximately 30 beer styles — ranging from flagship English-style pale ales and IPAs (Arizona Trail Ale, RoadRash IPA, Fossil Creek IPA) to seasonal barrel-aged stouts and a hard seltzer — alongside a full-service pub menu featuring in-house smoked meats and award-winning elk chili. Its Cottonwood production facility houses the brewing operation, barrel-aging program, canning line, and a twelve-tap tasting room; its Pine location is the original pub and restaurant. Core technology centers on small-batch craft brewing with a deliberate emphasis on locally-sourced Arizona ingredients, including Mingus Mountain pinecones, Cottonwood prickly pears, goat milk caramel from The Hoppy Goat Farm in Cornville, and experimental barley from Hauser & Hauser Farms in Camp Verde.

The business operates three revenue streams: (1) on-site draft beer and full food menu sales across both pub locations, open seven days a week with daily happy hour; (2) canned retail distribution across Arizona, anchored by all Whole Foods Market Arizona locations and supplemented by local convenience stores; and (3) event-based revenue from beer festivals, beer dinners with partner restaurants, and tap takeovers. Marketing is community-led, relying on Facebook, Instagram, an email newsletter, the THATcast podcast, and event participation rather than paid acquisition. Distribution is strictly intra-state (Arizona only) with no international or national footprint.

The company is owner-operated by co-founders Steve and Tamara Morken with a headcount of approximately 8 employees including brewers John and Misty at Cottonwood. There is no venture capital, private equity, or parent company involvement. THAT Brewery derives brand differentiation from its regional terroir narrative and its long-running partnership with the Arizona Trail Association, which ties Arizona Trail Ale sales to trail conservation efforts.

Name

THAT Brewery - Cottonwood

Legal name

THAT Brewery

Website

https://thatbrewery.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

THAT Brewery is a privately-held craft brewery established in 2012 in Pine and Cottonwood, Arizona, producing approximately 30 beer styles plus a hard seltzer using locally-sourced Arizona ingredients. It serves consumers through two on-premise pub locations and canned retail distribution across Arizona via Whole Foods and convenience stores.

Ownership category

akta.pro rank

Product category

Craft Brewery & Brewpub

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Microbreweries & Craft Breweries (THAFALAC)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Beer Brewing & Craft Brewing (AFAFAAAA), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)

Keywords

• Craft brewery operations
• Artisanal beer production
• Brewpub restaurant services
• Craft beer distribution
• Local ingredient sourcing

Headquarters

HQ city

Pine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. On-site Beer & Food Sales: The brewery operates two pub locations (Pine and Cottonwood) where customers purchase draft beer and full food menus. Open seven days a week with happy hour promotions.
2. Retail Canned Beer Distribution: Canned beers (Arizona Trail Ale, THAT Strawberry Blonde, Fossil Creek IPA, RoadRash IPA) sold through retail outlets across Arizona including all Whole Foods locations in Arizona and local convenience stores.
3. Events & Catering: Participation in beer festivals, beer dinners with partner restaurants (e.g., Clever Koi), tap takeovers, and special events generate additional revenue.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

THAT Brewery is a craft brewery that handcrafts approximately 30 beer styles plus a hard seltzer in the high desert of Arizona using locally sourced ingredients. The brewery operates two physical locations (a pub in Pine and a production facility with tasting room in Cottonwood) that serve on-tap beer and a full food menu of smoked meats and pub fare, while also distributing canned beers through retail outlets across Arizona including Whole Foods Market.

Product overview

THAT Brewery is a craft brewery and pub operating two locations in Pine and Cottonwood, Arizona. The company produces a portfolio of approximately 30+ beer styles including flagship beers (Arizona Trail Ale, THAT Strawberry Blonde), core offerings (IPAs, lagers, stouts), and seasonal/limited releases (Belgium doubles, pumpkin ales, barrel-aged beers). THAT Strawberry Kiwi Hard Seltzer is also produced as an alternative to beer. The brewery operates a full-service pub serving smoked meats and pub fare, and produces a podcast series called THATcast. Beers are available on tap at the pubs, in cans at retail locations throughout Arizona, and growlers to-go.

Differentiator

Problem solved

Functional benefit

Products and services

• Arizona Trail Ale Flagship English-style pale ale brewed in support of the Arizona Trail (800-mile trail from Utah to Mexico). Features flavors of whole wheat bread, stone fruit, rosehips, and black tea with a sophisticated floral hop. 6% ABV, 38 IBU. Available on tap and in cans throughout Arizona.
• Fossil Creek IPA Summer IPA packed full of bright Citra, Cascade and Simcoe hops with refreshing flavors of grapefruit, tangerine and citrus zest. 4.0% ABV, 66 IBU.
• RoadRash IPA American style IPA with notes of grapefruit and citrus zest, finishing with a strong hop flavor that doesn't linger. 7% ABV, 86 IBU. Available in cans throughout Arizona.
• THAT Knotty Nut Brown Ale Nut Brown Ale brewed with locally sourced Pinecones from Mingus Mountain. Sarsaparilla and nut flavors with a dry finish of caramel and roasted crème brûlée. 6.5% ABV.
• THAT Mexican Lager Classic Mexican lager with a pale straw color, subtle nose with a slight suggestion of hops. Lime & Tajin available. 4.3% ABV, 18 IBU.
• THAT Strawberry Blonde Light bodied blonde ale with an exotic strawberry nose, notes of hibiscus, lilac and vanilla. Finishes crisp, clean and refreshing. 5.2% ABV. Available in cans throughout Arizona.
• Clearly THAT's Hazy IPA Juicy Hazy IPA showcasing Citra, Mosaic & Galaxy hops with no bittering hops added to enhance subtle flavors and aroma. 7.0% ABV, 30 IBU.
• Prickly Pear Saison Light sweet malts with aroma of pear, spice and yeast. Pours hazy pink with flavors of cucumber, tropical fruit, sweet biscuit and prickly pears freshly picked from Cottonwood. 4% ABV. Seasonal.
• Goat Milk Caramel Stout - Nebula Imperial Stout made with local goat milk caramel from The Hoppy Goat Farm in Cornville, Arizona. 11.0% ABV. Seasonal offering.
• THAT Strawberry Kiwi Hard Seltzer Locally crafted hard seltzer with natural strawberry & kiwi flavors. Zero sugars. Gluten Free. 4.0% ABV.
• Russian Imperial Stout Big chewable stout with notes of chocolate & coffee. Served in 10oz snifter. 9.1% ABV, 55 IBU. Seasonal.
• Monsoon Mud Stout Light bodied stout full of robust layers of dark chocolate, leather, smoke and roasted coffee flavors. Brewed during an Arizona monsoon storm causing a longer boil time. 5.2% ABV. Seasonal.
• Chai Stout Nitro Deep rich stout with medium body and creamy character. Hints of coffee, chocolate, chai tea, and caramel. Winter seasonal. 5.1% ABV.
• Pumpkin Spiced Brown Ale (aka Hey Girl Hey!) Unfiltered Golden Ale packed with pumpkin, nutmeg and cinnamon. Seasonal fall release. 5% ABV.
• THAT Brewery & Pub (Restaurant Service) Full-service restaurant and pub serving THAT craft beers along with smoked meats cooked in-house, award-winning elk chili, and various pub fare. Located in Pine and Cottonwood, Arizona. Open seven days a week with happy hour promotions.

Quantifiable outcome

• THAT Strawberry Blonde received the People's Choice Award at Mountain High Mountain Music & Beer Festival
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• The Hoppy Goat FarmminorStrategic or Co-development PartnerThe Hoppy Goat Farm in Cornville, Arizona supplies local goat milk caramel used exclusively in THAT Brewery's Goat Milk Caramel Stout (Nebula), an 11.0% ABV Imperial Stout. This local sourcing partnership creates a unique regional product.
• Arizona Trail AssociationminorGTM or Marketing PartnerA portion of proceeds from Arizona Trail Ale sales is donated to the Arizona Trail Association for trail building and maintenance. The brewery brews this English-style pale ale in support of the Arizona Trail, an 800-mile trail extending from Utah to Mexico.
• The Clever KoiminorGTM or Marketing PartnerTHAT Brewery partnered with The Clever Koi restaurant in Phoenix for an Arizona Beer Week beer dinner event on February 11, 2016. THAT provided beers paired with food courses including Strawberry Blonde, AZ Trail Ale, and RoadRash IPA.
• Hauser & Hauser FarmsminorStrategic or Co-development PartnerHauser & Hauser Farms in Camp Verde is experimenting with growing barley, a low-water crop in Arizona. THAT Brewery tested the barley malt (processed in Texas) as a base for Arizona Trail Ale with reportedly excellent results. A malting facility was under construction in Camp Verde to support local production.
• Arizona Craft Brewer CommunityminorStrategic or Co-development PartnerTHAT Brewery participates in collaborative brewing projects with other Arizona breweries. This includes the 'THAT's What She Said' beer brewed with T-Town Girls (women from Tucson breweries including Tap & Bottle, Public Brewhouse, Borderlands, Dragoon, Crooked Tooth, and Tucson Hop Shop) and a Mexican Lager brewed with Loco Patron in Scottsdale.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SanTan Brewing Company: Chandler, Arizona craft brewery with on-site pub and broad Arizona distribution including cans. Competes directly for the same Arizona craft beer enthusiast customer and Whole Foods/convenience retail placements.
• Oak Creek Brewing Company: Sedona, Arizona brewpub operating on-site restaurant and brewing in the Verde Valley region. Most direct geographic peer given proximity to Pine/Cottonwood and shared tourism-area customer base.
• Four Peaks Brewing Company: Arizona-based craft brewery and pub operator founded in 1992, with on-site restaurant and statewide distribution. Closest comparable peer in terms of brewpub model and Arizona craft market positioning.
• Wren House Brewing Company: Phoenix-based craft brewery with taproom and Arizona distribution. Direct competitor for craft beer enthusiast share and on-premise/restaurant placements in the Arizona market.
• Arizona Wilderness Brewing Company: Gilbert, Arizona craft brewery emphasizing local Arizona ingredients and conservation partnerships. Strong peer on differentiation strategy and locally-sourced brewing identity similar to THAT Brewery's Arizona Trail positioning.
• Mother Road Brewing Company: Flagstaff, Arizona craft brewery operating a taproom and distributing cans across Arizona. Comparable Arizona-focused craft brewery with similar regional brand-identity approach and tourist-area location strategy.
• Dragoon Brewing Company: Tucson, Arizona craft brewery with taproom and statewide distribution. Collaborated with THAT Brewery on community brews; competes for the same Arizona craft consumer.

Broad incumbents

• New Belgium Brewing Company: Large national craft brewery with diversified portfolio including seltzers. Represents the scaled craft-plus-seltzer model THAT Brewery partially emulates with its beer-plus-seltzer offering.
• Sierra Nevada Brewing Co. National craft brewery pioneer with broad portfolio and distribution. Demonstrates scale and category leadership that frames the broader craft beer market in which THAT Brewery operates.

Emerging players

• Truly Hard Seltzer (Boston Beer Company): Leading hard seltzer brand competing in the same category as THAT Brewery's Strawberry Kiwi Hard Seltzer. Sets the competitive bar for any seltzer expansion plans.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thatbrewery
• Instagraminstagram.com/thatbrewery
• LinkedInlinkedin.com/company/that-brewery---cottonwood

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THAT Brewery - Cottonwood