About
Our Story
In 2016 the East-West corridor of West Asheville was beginning to develop, along with our idea for a brewery. We imagined a brewery for everyone - with not just approachable beers, but also a wide range of beverages for all patrons. We imagined a brewhouse that would raise the bar for quality and consistency, but still be funky and experimental - reflecting the neighborhood culture. Beers that would push the boundaries of style, and utilize inspiration from local flavor and ingredients. A welcoming space that would provide a social hub for the vibrant neighborhood of West Asheville.
We built Archetype to be a neighborhood meeting place - a truly accessible space for all where connections are made. Our “Beverage for Every Type” ethos showcases the flavors of Asheville and Western North Carolina through the use of local ingredients with our house-made beers and hard seltzers, and by - wherever possible - working with local beverage producers to round out our dynamic selection.
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.
Why Archetype?
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 Phenomena, 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 story, myth, religion, and dream. 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’re drinking it next to the dishes we let inspire it. You be the judge. Which archetype does the beer or cocktail you’re drinking evoke? Which archetype are you? Take our quiz and find out!
What's your Archetype?
Meet The Team
Archetype Drew says, “Oh to be known and loved by someone as wonderful as Corina! Sure she has incredible style, a sexy accent, and a thousand creative ideas. But what really sets the Co-Owner apart is how much she cares for each member of our staff. She is mom to us all and has a heart bigger than her minivan.” Archetype The Mystic Chase says, “You may have seen him ‘bull riding’ a keg on Insta, but our Head of Special Projects is oh so much deeper! Kedur closely aligns with the Mystic Archetype, which anyone can sense when near to him, as he’s calm and collected, bringing a sense of mysticism, enlightenment, and intellectual intuition to every situation. Born in Puerto Rico, and raised in Florida, Kedur travelled North to Asheville. I’m so glad to have him in the Brew House every day – a really special head of special projects ;)” Archetype The Innocent Chase says, “So friendly, charismatic and engaging! The customers and team adore him! Liam comes to us from a much bigger, more complicated operation and brings lots of great systems to help us run even smoother. New to Asheville from Boone, with a degree in Marketing from NC State, I’m SO pumped about his skill sets, his education, his professional experience, his easy-going, personable, individual-focused leadership approach, and the experience he’ll bring to the table to have efficient, responsive, organized leadership at Archetype in the taproom!” Archetype Corina says, “At his core, Brad seeks to leave the world a better place than it was when he arrived. As a scientist, he seeks to create and support methodical and reliable systems. As a cerebral beverage enthusiast and supporter of all things craft, co-founding and leading a company like Archetype is a natural extension of himself – one of many-a-vessel to leave a mark, a legacy, create opportunity, impact his community, and above all, deliver consistent quality : thanks to a team he holds in high regard.”
Corina Casanova
Co-Owner
The Caregiver
Kedur Perez
Head Brewer
Liam Brown
Taproom Manager
Brad Casanova
Co-Owner
The Hero