Starr Hill Brewery has announced it will open a new location in downtown Lynchburg in the former Grassroots Local Market called Starr Hill Brewery on Main.

The brewery, which has locations in Crozet and Roanoke and has plans to open two other taprooms in Charlottesville and Richmond soon, will open at 1300 Main St. in early 2020.

Starr Hill Brewmaster Robbie O’Cain said work will begin at the site later this winter. Plans include tearing down walls and adding brewery equipment to the 4,000-square-foot space.

He said plans to extend the windows on the 13th Street side are also in place to bring in more natural light to the brewery as well as possibly adding outdoor seating. A five-barrel brewing system will be visible from the street.

O’Cain said each taproom is different based on the vibe the city gives off, and that influences some of the beer offered.

“Each place has its own identity. Not all cities are the same so it doesn’t make sense to have a generic model and pump that out. Each space is unique,” he said.

The taproom will have 24 types of beer at any given time, of which a handful will be brewed in Lynchburg and will be exclusively for the city.

The brewery plans to hire locally but is unsure of how many positions will be available at this point. Cromwell said Starr Hill will start by hiring a general manager.

Starr Hill was founded in 1999 and produces most of its beer for distribution at its Crozet location.

Cromwell said the brewery looked at many other locations within the state but Lynchburg was the obvious location for expansion.

“It’s a huge community so it was a natural place to look,” Cromwell said. “It’s also an underserved craft beer market. There’s an unfortunate absence in locally brewed beer. There’s not a lot available. It made sense for us. We have a lot of brand equity. You can have us in every grocery store in Lynchburg and we have a lot of positive reviews there.”

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Rachael Smith covers local businesses and nonprofits. Reach her at (434) 385-5482.

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