Picacho Peak Brewing Company: Alamogordo, NM
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| Two Dirty Blondes |
During our stay in Alamogordo, NM we stopped at Picacho Peak Brewing Company while passing through town (trailer still attached). This is a newer location for Picacho, and it shows. The brewery is in a renovated building downtown, with a simple and clean interior. there were a few people at the small bar watching an NFL playoff game, and a friendly bartender. However the decor was bland and there was no outdoor seating. Even the signage still indicates the first location, in Las Cruces. Atmosphere gets a 1.
Picacho has a decent amount of tap options with wide a variety, however they were out of the Hefeweizen, and didn’t have any sours. I had the Dirty Blonde, and Tim had the Strawberry Ale, which he rated a 3.75/5 on Untapped. Selection gets a 3.
It was hard to tell if there was any naming strategy, although there are some local references We saw no individual beer branding. Very limited merchandise - the least I’ve over seen. The beer page on their website simply points you back to Untapped, and their Instagram is somewhat interesting, however appears to focus on the Las Cruces location. As mentioned, the only decor included the Las Cruces location. Even the sticker, which is exactly the same as the sign, references Las Cruces. They really need to update their overall branding strategy if this second location is going to do well. Branding gets a 1.
As for Price, my Dirty Blonde pint was $5.50, while the 12oz Strawberry Ale was $6.50, which is typical for specialty aleas. Price gets a 3.
Overall, I like the small town feel of the downtown area, and there's a lot of potential for this new location!
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