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 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.
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 be the judge. Which archetype does the beer evoke? Which archetype are you? Take our quiz and find out!
What's your Archetype?
Meet The Team
Archetype Gaines says, “ Julie is a fantastic addition to the A-Team and she’s in the best possible role as Director of Marketing. Julie is so delightfully sarcastic and comfortable pushing the boundaries of hilarious conversation. Joining us from Colorado with her sweet young family, Julie is new to all the wonders Asheville has to offer so tell her what your fave Asheville experience is. She’s adventurous and always up for trying new things.” Archetype Brad says, “Donny’s the best man for this job and we’re so pumped to have him on the team! Donny brings a wealth of experience building successful restaurants hailing great reputations. It was no surprise that Donny is The Caregiver. He keeps order in a chaotic world which is why he keeps his head during a busy restaurant night. He takes great care of his team.” He’s shown here being his silly self with Talking To Plants, inspired by The Caregiver archetype. Archetype Donny says “Growing up with first generation parents from Italy, Chris was cooking with family from a very young age. Chris wears his heart on his sleeve and his love language is food…ergo, his food is amazing, full of passion, and the manifestation of all that he holds most dear. When Chris discovered he was The Innocent he said, ‘I do love a good blonde.’ And here he is pictured drinking Original Blonde inspired The Innocent archetype. Chris also has a YouTube page dedicated to sharing his recipes and cooking methods. We’re thrilled to have him on the team!” 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.” 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 our 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 Brad says, “I am thrilled to bring Gaines into the Archetype family. We’ve worked together on the board of the Asheville Brewers Alliance for the last few years, so I’ve seen him in action first hand. He’s a skilled leader and brings a wealth of knowledge and experience. He’s also just a great guy to know and be around, and that was a huge factor in bringing him in as a Chief Operating Officer. I trust him taking the reins with my Archetype family and look forward to seeing him lead us in the coming years.” Archetype Erin says, “I’ll shout it from the heavens…Will is amazeballs, yes amazeballs. If you’re lucky enough to know him, then you know what I’m talking about. I could give a litany of all his admirable qualities (and yes ladies, he’s one hell of an eligible bachelor), but I’d rather say he’s my brother from another mother, the ham to my Swiss, and one of my greatest friends and coworkers. If you’re not on this love train then hop on, you won’t regret it!” Archetype Gaines says, “Sean is the man; I am so thrilled that he joined the A-Team. He has taken our ethos of mindful, complex, living beer to a whole other level. Not only a bad ass on the brew deck, but he is also a hell of a guy to hang out with. I am looking forward to years working with him and drinking all these amazing beers he and the brew team are producing. “ Archetype Erin says, “Thank the heavens for the wonderful magical unicorn that is you! You are a true BAMF, supreme LADY BOSS, and above all great friend! Work days are hard enough but they’d be miserable without you. You keep me sane, keep me laughing and give me the support and love I need. Let’s rule the world together!” Archetype Gaines says, “The man, the myth, the legend, Hunter. What makes a great salesperson? Knowledge of our brand and a passion for it? Check. Rugged good looks? Check. Great personality and likeability? Check. What doesn’t this guy have? Hell, if I know! I am so grateful to have Hunter out in the market representing our brand.”
Julie Stransky
Marketing Director
The Magician
Donny Whitcomb
General Manager, South Slope
The Caregiver
Chris Burns
Executive Chef
The Innocent
Brad Casanova
Co-Owner
The Hero
Corina Casanova
Co-Owner
The Caregiver
Gaines Myer
Chief Operations Officer
The Lover
Will Sargent
Taproom Manager + Distribution
The Dreamer
Sean Felosa
Head Brewer
The Magician
Carrie-Ann Bentham
Hospitality Director
The Innocent
Hunter Sims
Director of Sales
Explorer