SanTan Brewing Company is a craft
microbrewery located in Chandler, Arizona. It became operational in the
historic district during 2007. Anthony Canecchia is the owner and brewmaster of
SanTan Brewing Company. He has been
practicing the art of crafting beer since 1992.
He unveiled his own company in 2007. In February 2013, plans of
expansion were revealed. Anthony Canecchia detected a vacant property near
Chandler suitable for expanding the brewery operation. The previous downturn in
the United States economy left the 35,000 square foot facility unoccupied and
available for purchase. The expansion will allow Canecchia’s vision for
SanTan’s specialty beers to enter markets further from the local Valley
area. Prior to the expansion, SanTan’s
primary customer base was located within a fifty-mile radius of the brewery in
Downtown Chandler. The Downtown facility
will continue to house the brewpub as well as a brewery laboratory for the
specialty and seasonal experimental ales to be tested and sampled.
The expansion will provide the SanTan BrewingCompany with a competitive facility designed to move the company’s product out
of the category of local craft beer to being a national brand readily available
in retail markets outside of the southwest region. The canning facility is
already in place and charged with the task of packaging the beer product in
aluminum cans for transport and retail sale.
The next innovative move in the works is to bottle the specialty craft
beer brewed with its container in mind. A beer must stand up in taste tests to
determine its reliability of retaining flavor , foam, and color after enduring
shipping in glass bottles as well. The new facility will be able to brew and
distribute over 500,000 cases of beer.
SanTan Brewing Company has capitalized on the
uniqueness of its specialty seasonal beers.
Two of its most trendy beers were the Sex Panther, awarded for its
distinctive chocolate flavor, and Mr. Pineapple, a summer specialty beer that
flowed abundantly during the annual luau held in Chandler. In 2011, Mr.
Pineapple was honored with a silver medal at the Great American Beer
Festival. These seasonal offerings are
available for a limited time during their respective seasons, and this
definitely drives the demand and limits the supply thus skyrocketing the
successes and becoming a large part of the push for the Valley in particular to
become widely known as a vacation destination for the beer conscious traveler
as well as the brewpub and brewery housed in the renovated historic Valley
National Bank building in Downtown Chandler in specific.
Canecchia’s mission statement involves
three important components that obviously drive the success of the company:
drink, food, and conversation. These
three facets compose the dynamic force underlying the multitude of
entertainment offerings that are sponsored by SanTan Brewing Company. SanTan
Brewing Company is well known for its Monday Movie Nights and its frequent
sponsorship of theme festivals. In addition to SanTan Brewing Company’s Annual
Hawaiian Luau, another such festival is the Oktoberfest. This is the sixth year for this event in
Downtown Chandler. It begins on Saturday, October 5, 2013, at 4 p.m. Anthony
Canecchia’s involvement in the extended two week statewide celebration presents
the face of SanTan’s beer to the partying public.
SanTan Brewing Company is a party waiting to
explode onto the national scene. The beer buying public is enticed by the web
presence and the superb marketing of the craft beer. SanTan Brewing Company
used the free controversial publicity from two legal attacks to its own
benefit. Its wise use of these
potentially scandalous controversies—one involving Arizona State University Sun
Devil name, the other a glass designed similarly to a competitor’s
creation—created curiosity and capitalized upon the underdog role. AnthonyCanecchia’s public appearances and affable public persona are catapulting
SanTan Brewing Company into the beer brewing big leagues in only six short
years. In 2013, SanTan Brewing Company was named the Small Business of the Year
in Chandler. With the rapid expansion plan and the additional facility, the
company may not qualify for the title much longer.
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