Archetype Brewing launches digital loyalty program using LoyalBrew

Archetype Hero

We are excited to announce the launch of Archetype Brewing on LoyalBrew!

Archetype seeks to push the boundaries of traditional brewing, collaborate creatively to support local community, and provide a dynamic space to bring people together. We spoke with Drew Fowler of Archetype Brewing about Archetype’s story.

How was Archetype Brewing started?

In 2016 the East-West corridor of West Asheville was beginning to develop, along with our idea for a brewery. We imagined a brewery that would brew beers that are experimental and funky, reflecting the neighborhood culture. Beers that would push the boundaries of style, and utilize inspiration from local flavor and ingredients. A space that would provide a social hub for the vibrant neighborhood of West Asheville.

We built this brewery to showcase the flavor of Asheville through the use of local ingredients, dynamic events, and constant experimentation. Everything from delicate barrel-aged saisons and Belgian strong ales, to well-crafted pilsners and clean IPAs. We brew what we want to drink.

Our West Asheville taproom and production facility remains in constant motion, as the hub of all of our brewing operations and the source for lively, regular events. In February of 2019, we opened a second taproom and event space in Downtown Asheville with an emphasis on unique events and a more intimate place to gather and enjoy our barrel-aged beers.

We hear there’s a cool story behind the Archetype name. What’s the story there?

Carl Gustav Jung (1875-1961) was a Swiss psychiatrist and psychoanalyst and is the mind behind several of the most widely known and utilized psychological concepts. One of those concepts is the Archetypal Phenomenon, with which Jung proposes that all human behavior can be deduced to 12 archaic, universal patterns manifesting from the collective unconscious. These patterns are represented by characters in stories, myths, religions, and dreams. Put simply, they’re projections of the wonders of our shared existence. Amelia Earhart can represent the Explorer archetype; Leonardo Da Vinci, the Creator; Loki, the Trickster; Albus Dumbledore, the Sage.

At Archetype, the four main ingredients in our beer (grain, hops, yeast and water) are mindfully combined to bring out its own personality and behavior, which in turn allows it to take on the qualities of Jung’s archetypes. The characteristics give it life, identity and complexity, whether it’s a smooth, creamy stout, or an unpredictable, mixed-culture saison. But, when it comes down to it, our beer ends up in your hands. You be the judge. Which archetype does the beer evoke? Which archetype are you? Take our quiz and find out!

Messages Image(266067679).png

Tell us what makes each of your taproom locations unique?

The West Asheville taproom is the heart of Archetype, where all production takes place. Enjoy a beer in the large open-format taproom while you watch the brewers at work in our 10-barrel brewhouse. With an awesome lineup of regular and special events, there’s always something fun going on.

Archetype Broadway, our downtown taproom, provides a cozier, more intimate space to enjoy our beers. Clad with leather couches, exposed brick, and a marble bar, it’s West Asheville beer with a downtown feel. Join us for weekly events, downtown exclusive releases, or book the private room for your group gathering.

Archetype Brewing is using LoyalBrew to launch your loyalty program. What do you hope to accomplish with it?

Archetype is always looking for ways to connect with our customers outside of our taprooms. This is why we launched a bottle club and are leading an international trip to Belgium + Germany. We want to be a community hub for Asheville, and we believe our loyal fans deserve to be rewarded for their support. It also allows us one more great way to let everyone know what is happening at Archetype while providing a way to engage our customers at the same time. We are stoked to get it launched and seeing how our customers respond!

If you already have a LoyalBrew account, all you need to do is log in at to begin claiming stamps on the Archetype Brewing Passport.