The rebranded Alvarado Street in downtown Salinas celebrates its new role as gathering place.

Alvarado Street Brewery’s success is without question. Starting with a spot on Alvarado Street in downtown Monterey in 2014, brewmaster J.C. Hill and his team have grown to four locations and produced a string of award-winning beers.

But part of that success is listening to customers. In March, Hill quietly rebranded the downtown Salinas outpost. Not only did Alvarado on Main receive a new name—Alvarado Street Brewery Taproom—the handsome Art Deco space also took on some new decor. More importantly, the kitchen simplified its menu.

“We got a lot of feedback from the community,” Hill says. Too many area residents considered the sleek dining room and its stylish bar a place for special occasions. “We’re a brewery, we’re a pub,” he adds. “It’s an everyday gathering place.”

Hill admits that the original concept was more upscale. The historic bank building with its tall windows, high ceilings and decorative frieze invited such an approach.

So a rebranding was called for. In place of dinner entrees, the new menu shares a pub appeal, but with a gastropub touch: hand-tossed pizzas, six different smashburger options, including one with a malt vinegar aioli and another spiked with Fresno chiles. The taco lineup is teased with a housemade salsa verde.

“We want to be more approachable,” Hill explains.

But he also wants it to be good. By turning to burgers, wings and other pub fare, the Hill is able to bring down prices without undermining quality.

The beer remains the same, of course.

Alvarado Street Brewery Taproom began the transformation in March. On Thursday, July 24 they will make it official with a ribbon cutting ceremony and all–day happy hour. 

The former takes place at 5pm, with remarks and passed bites, as well as guests from the Salinas Valley Chamber of Commerce. Live music follows with The New Wave Band at 6pm then Bitter Days at 9pm. The happy hour offers 25-percent off plates, $5 beers and other deals all day long.

Alvarado Street Brewery Taproom, 301 Main St., Salinas. 356-0219, asb.beer.