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 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 Donny’s the best man for this job and we’re so pumped to have him orchestrating the South Slope AB+ Kitchen space. He brings a wealth of experience building successful restaurants, all hailing great reputations. It’s no surprise that Donny is The Caregiver. He keeps order in a chaotic world which is why he keeps his head on his shoulders during a busy restaurant night, is efficient and compassionate to his team. He’s pictured here with Talking To Plants, inspired by The Caregiver archetype. Archetype Thank the heavens for the wonderful magical unicorn that is Carrie Ann. She is our exceptional, go-to gal for all things Events Coordinating + our wonderful HR Manager. She asks the questions that others forget, is kind and considerate (like most Innocent Archetypes) and always remains the best brand ambassador for Archetype Brewing, taking care of the needs of many and likely with a little joke thrown in. She is simply amazing and we’d be lost without her. Archetype 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. Here he is pictured drinking Original Blonde inspired The Innocent archetype. “I do love a good blonde!” We’re thrilled to have Chris join the team! Archetype Julie is a fantastic addition to the A-Team as Director of Marketing. She joined us from Colorado in Spring of 2023 and is delightfully humorous with a tad bit of sarcasm, thrown in for fun. She is still new to all the wonders Asheville has to offer, so share with her what your favorite Asheville experience is next time you’re in the taprooms. You can see some of her work among our social media posts and our BUZZ publications. Archetype Will is amazeballs, yes amazeballs. If you’re lucky enough to know him, then you know what we’re talking about. We could give a litany of all his admirable qualities, but this space isn’t big enough. He’s typically slaying the day away behind the scenes, ensuring all our delicious brews are delivered to your fav places around Asheville and/or serving it up occasionally behind the bar as Archetype’s West Asheville Taproom Manager. He is definitely a dreamer and we love that about him. 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 Gaines is a skilled leader and brings a wealth of knowledge and experience, as his background has evolved with numerous years in the brewing industry right in the heart of Asheville. He and owner Brad, met when working on the board of the Asheville Brewer’s Alliance. “He’s also just a great guy to know and be around and it was one of many factors in bringing him on as COO.” states Brad. Everyone loves a Lover Archetype. He’s assisting in now providing delicious brews to our three locations and beyond. Gaines is pretty much the bees knees. Archetype Sean is the man. He has taken Archetype’s ethos of mindful, complex, living beer to a whole new level. Not only a badass on the brew deck, and now managing two others on the brew crew, but he is also one hell of a guy to hang out with in general. Good vibes all around. We’re always stoked to see what this Magician has up his sleeves, and damn do we love sampling the amazing beers he produces. Archetype The man, the myth, the legend, Hunter. We’re so grateful to have Hunter in the market representing the brand. He’s knowledgeable, personable, a great salesman, definitely a storyteller and typically has a bad dad joke on deck. (You’ve been warned.) Dad to Juanita, his rescued pup pictured here. As the Explorer Archetypes, you’ll catch these two exploring the wonders of the world and those all near to them.
Brad Casanova
Co-Owner
The Hero
Donny Whitcomb
General Manager, South Slope
The Caregiver
Carrie-Ann Bentham
Hospitality Director
The Innocent
Chris Burns
Executive Chef
The Innocent
Julie Stransky
Director of Marketing
The Magician
Will Sargent
Taproom Manager + Distribution
The Dreamer
Corina Casanova
Co-Owner
The Caregiver
Gaines Myer
Chief Operations Officer
The Lover
Sean Felosa
Head Brewer
The Magician
Hunter Sims
Director of Sales
Explorer