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HATE HAS NO PLACE HERE: Last month, our Pride flag was ripped and stolen, and the flagpole was vandalized beyond repair. We have spent some time reflecting on how best to craft our response. We want to be very clear: hate of any kind has no place in either of our taprooms. We have replaced the flag and repaired the pole. And we will ALWAYS stand in solidarity with communities who are marginalized and discriminated against.

Words are one thing, actions are another. Archetype is committed to putting our actions and our money where our mouths are. This fall we will release a new brew series: N0H8. We plan to cycle through different styles, all under the same name. As long as this beer is on tap, in cans, or on merchandise, we plan to donate $1 of every sale to local AVL organizations fighting the good fight for social and economic justice and equity in our community.
We are proud to have partnered with local Asheville artist, Holden Mesk, to have crafted a label and art design that we believe is hopeful, welcoming, and loving. Mesk says, “I really like our colorful Asheville community being represented here, and from my designer brain, this is really clean and I feel like this design is a lot stronger when kept simple like it is. Keith Haring is a huge inspiration of mine, and his groovy characters are well known symbols of love, equality, peace, anti-hate, and pro-LGBTQ+ rights. I belive the subtle nod to Haring’s characters present in this can design will connect with a lot of folks.”
And just like our flag, we may get knocked down, but we are always going to get back up and fight for what we believe is right. Today and every day, we are committed to fighting hate with love, ignorance with knowledge, and to open up our arms, hearts, and minds, just a little wider.
From September 9-26, Secretly Group, the label consortium comprised of Dead Oceans, Ghostly International, Jagjaguwar, Numero Group, Secretly Canadian, embark on a travelling label expo, visiting fifteen cities across the eastern United States. Rolling up to a parking lot near you, Paved Paradise is the vinyl wonderland Joni was really singing about.

Part pop-up shop, part block party, and part roadside fruit stand alike, Paved Paradise brings the record store experience outdoors, giving an opportunity to test drive the latest sounds and styles flowing from five record companies operating at the top of their respective games.
Tucked under two tents, sonic specialists from the Secretly family will be onsite to talk shop, spin records and host special guests to also DJ and share their music knowledge. Expect bins packed with LPs, 45s, cassettes and CDs including exclusive products, limited colored vinyl variants, out of print items, gently used LPs, vintage compact discs and small run tapes. Browse our digital libraries using the Qobuz-powered Hi-Res listening station. Load up on T-shirts, mugs, totes, pins, socks, sunglasses, hats, and whatever other miscellany can fit into a 24-foot Penske.
Sunday, 9/12, 11-6: Paved Paradise Record Label Expo: 
Sunday September 12 Asheville, NC @ Archetype Brewing- West AVL
11am- 6pm
Make Noise demos: “Come to the Make Noise table to try out some patchable and modular synthesizers! A Strega, 0-Coast, 0-CTRL and Shared System will all be on hand and ready to play.”
The Moog Store demos: The Moog Store will showcase a variety of instruments built here in Asheville by Moog Music and invite participants to put on headphones and start exploring the world of analog synthesis. We will have Moog Sound Studios, a Grandmother, Matriarch, Subsequent 37, and Theremins, as well as a product specialist onsite to assist.
Guest DJs:
12pm- Jon King
2pm- Devyn Marzuola aka dj blind date (Too Dark for Disney / AshevilleFM)
3p- Jason B James
4pm- Scotty Brandon
5pm- DJ Lil Meow Meow (Harvest Records)
Earn our Untappd Local Badge: Funky Badassery
Are you a fan of beer? Are you on Untappd? Check in at our West AVL location and earn our new locals badge: Funky Badassery. Level 1 check ins earn you a free logo sticker, and every 5 level ups from there earn you a random (but special) merch item! Sometimes loyalty has it’s perks. Follow us on Untappd to never miss an event or beer release 👇

Join our new loyalty program, earn free merch!
What? You thought Untappd was all we had cookin’ up? Oh no.

Archetype is excited to have partnered with LoyalBrew to create a loyalty program that rewards you for stopping in at either location, drinking beer, and being loyal fans of our tasty brews and funky merch. We are keeping this a lil quiet right now. Consider this the soft launch. 🤘

Interested in learning more and earning free swag? Click the link below!