White Sulphur Springs Welcomes Country Roads Beer Company

WHITE SULPHUR SPRINGS W.Va. (WVDN) – Does serendipity apply here? Perhaps. How about being in the right place at the right time? Or is “It’s all who ya’ know applicable?” What about, “You worked your tail off for this. It’s the American dream and only just, that you succeed.” That’s exactly how Frankie Weinberg and Sophia Hibbs describe their incredible new venture. It is serendipity as good fortune smiles on those who work for it. It is who you know and the person’s character that cleaves you to the company of other great minds seeking like goals. And it is most assuredly, all about how hard you push to achieve your goals, one life moment at a time.

Cue The Country Roads Beer Company. A dream comes to fruition through diligence, devotion, blood, sweat and tears and faith that the work you put in, will someday be rewarded with greatness.

Frankie Weinberg and Sophia Hibbs are a vibrant young couple that will open the former Big Draft Brewing complex in August 2024 as The Country Roads Brewing Company. By supplying a well-thought-out business plan to the Rich family (who own the property) the two were able to share their vision that amazingly enough, matched the vision of the Rich’s. A business plan that took three months to create nonetheless. As a marvelous building, brewery and canning operation, decks and grounds stand patiently waiting for their next inhabitants; the powers that be brought this amazing duo to their doorstep. Many companies swooped in to bid for occupancy, but none suited the Rich’s dream, as well as The Country Roads Beer Company, and the community and West Virginia tourists are the better for that decision. So, who are these young folks tasked with breathing life back into the historical building? Go-getters and jet-setters to say the least.

Weinberg is a chemistry graduate of Missouri State College in Springfield, MI. An avid athlete. But before he found his passion for all things periodic and concoctible, he was a West Virginia boy from Renick. Thinking of being a pharmacist at one time, that didn’t seem to fit his active lifestyle. He even went to California and made Koi ponds with a friend but Weinberg wanted to incorporate his love for chemistry into his life. As life took him from California to Georgia and Virginia, it finally brought him back to West Virginia where he and Sophia met. But as he persistently worked his way through the channels of beer brewing and all that was involved, he felt that these humble positions were teaching him valuable lessons to one day, open his own brewery.

Learning the challenges of maintaining quality and consistency only drove his desire further to strive for a place where he could do things his way; the right way. Working at places such as Sweetwater Brewing Companies, Notch’d Brewing Company, The North American Sake Brewery and more, led him to Greenbrier Valley Brewing in Lewisburg. Although there was no position for a brewer at the time, he began as a ”keg washer with a chemistry degree” he jokes. Being persistent and remaining present through COVID-19 when others could not, Weinberg was determined. He describes his process as “washing kegs all day for eight hours; getting up to 200 kegs or so and then working through the ranks of learning the processes of the canning line, the selling side and production side of casual beer and canning beer. It was a great way of starting out from the bottom and working my way up and [learning as I went].” It is of great importance to this brewmaster to keep things small and focus on creativity. To escape the grasp of a corporate regiment and inadequately managed businesses, he pushed through to where we find him today; opening Country Roads Beer Company with his devoted partner Sophia Hibbs. It’s ultimately a family affair as they both have huge support systems in place as well as the love of their community. Hibbs’ father is a very successful businessman here in Greenbrier County as well.

Hibbs stated, “We put a lot of thought into our flagship beers that are going to be coming out so we really thought ‘How do we put West Virginia into those flavors and the concepts behind it?’ We’re really excited about this and when we do announce them, our products [will reflect our surroundings]. If we’re using a fruit we’re using the puree of the fruit. We’re not just [using] additives or flavorings. If we say there are pecans in it, then there will be real pecans [used.] We put a lot of thought into how we’re going to come out with those flavors.”

“Being able to go pick blackberries or utilize the beekeepers in the area with natural and local honey is important to us,” says Weinberg. “We want to support local businesses and farmers but the biggest challenge we have right now is volume,” said Hibbs. “Trying to order 500 hundred [eggs] or 200 lbs. of local beef isn’t easy to do. Most operations here are small, so trying to find businesses that can handle our volume is going to be a challenge. But it is something we are working on with other people. Letting them know what we need and hopefully we can ramp up to get to the point where we can have everything local from West Virginia.”

Of course, while brewing is a huge aspect of the venture, so is the business side of things. This is where Hibbs shines. Her father retired from Florida and moved to Beckley, doing important work for the Greenbrier and the homeowners there, which is where he met the Rich Family. He owns Hibbs Pest Control and supports the pair in all that they do. Sophia is a Florida native and explains her history.

“I’m a design consultant for custom cabinetry, like custom closets, pantries, garages, things like that. I originally went to school for computer animation. I wanted to be a 3d animator working on [animated movies] like ‘Finding Nemo’ and things like that. That was originally my dream. As soon as I got out of college, while I was looking for a studio to work for, I got a part time job at this little closet company in Orlando. I worked there part-time and was seeing these designs that were coming in and I have a 3d background from college, not sure how I could [marry the two]. When I was a kid I always wanted to be an interior designer. [I found myself] in a crisis moment! I was getting job offers to do animation but I really liked what I was doing with interior design and wanted to learn more about that. There was also the money to be made in interior design so that didn’t hurt!”

Hibbs said that the closet company provided services to multi-million dollar homeowners and managed to make the beautiful, young lady feel that this was not the image they wanted to portray to the rich folk. This is where the fire is seen in a driven young woman who will not take no for an answer.

“One day [in defiance] I took a 3D software kit, a console and sampling kit to a [ritzy] home and sold that job, all on my own! I went back to my bosses’ desk and set the things down and told him ‘You’re either going to fire me or give me a pat on the back!’ After he looked at the sealed deal, he asked me when I could start training! I’ve now been independent for over 5 years. I have my own network of clients that I design for all over the east coast. So, it was just like [Frankie], it was a growing experience for me because I’ve worked with retail companies and manufacturers and I just kind of grew from there. While he was growing in the brewery business, I was growing as a business owner [doing my thing.]”

Hibbs now owns her very successful design company called Innovative Custom Designs. She hopes that by being close to so many homes with owners looking for assistance, that she can open a studio and encourage people in their age group to strive for their goals.

“I’ve got so many ideas for White Sulphur. I want to expand. I want to open a showroom! I want to encourage other people, especially in our age group, that it IS possible. You CAN be a small business owner. I know the way that the economy is right now. It’s really scary. But there are good resources out here in West Virginia [for opening your own business] and if you do your research well enough and you put together a really good idea, people will support it.”

“The message we want to put out there is this: we didn’t come here with a silver spoon in our mouths, We didn’t do this to become millionaires. We want to create growth. To let people know that if we can do it, you can do it. To do what we love. We did this because we want to come to work and feel like we’re doing something good. [Especially] in this environment. We could have put a brewery anywhere but we knew that White Sulphur needed it more than anything and it would be so much more fulfilling to bring that back here. Nevermind, it’s still set up with a working brewery so why not here?!”

Amazingly enough, getting together the details of not only opening a brewery but an entire restaurant, a huge event space, a cafe of sorts and beautiful unused spaces, hiring, cleaning, building, remodeling, POS systems and training, creating a menu and so much more will happen in less than 60 days! They have planted their roots and the rest will be amazing.

Hibbs said that she wanted to get open near the time of the LIV Golf Tournament held at The Greenbrier so we’d say she’s right on time. They plan to open in stages and phases. Focusing on the brewing, cocktails, and the restaurant first. Then move into the event space where a Music Coordinator has already lined up some incredible entertainment. They already have shows and events booked for September and October but the large space can wear many hats. Hibbs has a vision of transforming the big room into many different things, whatever the occasion calls for. The Rocky Horror Picture Show will most likely have another day at the complex, as well as a date night for parents, perhaps trivia or a game night, dancing, and more. The outside space is yet another venue all by itself. They plan to keep the entire place family-oriented. The couple stated, “We don’t want this to be a ‘bar.’ We will have craft beers and craft cocktails and close at a decent hour. We respect our neighbors in that nobody wants to hear bar noise all hours of the night. We want our place to be family friendly.” They have picnic tables and a sandbox so far for the kids to enjoy. It is important to them as parents, that kids have just as good a time as the parents. Adults can play without children amidst their dinner conversations while the children can do the same in the same style, right under their watchful eyes.

The kitchen and menu will be headed by Executive Chef Steven Anderson of The Appalachian Country Cuisine catering company. Austin Seabolt will also be on the line as sous chef and has grown in his capabilities in the kitchen exponentially over the years.  Both come with a wealth of experience. With their efforts combined, the community is sure to be wowed in the food department. Anderson has provided quality cuisine to many people over a lot of years and has proven himself to be a sought-after, creator of delectable foods. Scott Epperson of The Schoolhouse Hotel will serve as the general manager and has been instrumental in the re-start. Several other employees have been with the company from the beginning. They are coveted by the owners and have worked tirelessly to get things up and running. The menu will be affordable, as well as the drinks.

The menu and flagship beers are being kept a secret for now! It was said that some family-style plates will be served and everyone is sure to be enthralled by the craft beers. A VIP soft opening is planned for two days instead of just one. To better serve the community and to better observe weak spots, ease staff into the flow and to better manage all aspects of service, the first seating is Saturday, July 27 with three time slots available for reservation, at 4, 5:30 and 7 p.m. Heavy Hors D’oeuvres and beer pairings will be on the menu, tickets $35.

The second seating will be on Sunday, July 28th with time slots available at 12 p.m., 1:30 and 3 serving a spectacular lunch and taproom menu, tickets are $10. Both seatings require a reservation made online at their website countryroadsbeerco.com and clicking on the “tickets” tab. You can also follow their Facebook page to keep up with all the great things happening.

The Grand Opening is set for Saturday, Aug. 3 from 12-10 p.m. and Sunday, August 4 from 12-8 p.m. It’s going to be grand for sure with live music, food, and the unveiling of the flagship beers. The Beer Company will share the spotlight with local vendors and artisans set up in the green and gravel spaces. Children’s activities will also be available. Mark your calendars for a weekend of fun and stop by to show your support for some very special people, doing very special things for the City of White Sulphur Springs.

“It’s the American Dream,” says Weinberg. “Come be a part of it!”

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