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Whatap in a name: Breweries can’t just focus on beer anymore

Big Choice Brewing tinkers with its name to attract more customers in a changing business environment

Head brewer and co-owner of Big Choice Brewing, Nathaniel Miller, adds malt to the grinder while brewing a batch of Pinhead Pilsner.
Kira Horvath, YourHub
Head brewer and co-owner of Big Choice Brewing, Nathaniel Miller, adds malt to the grinder while brewing a batch of Pinhead Pilsner.
1DENVER, CO - OCTOBER 17: A head shot of Jonathan Shikes, Entertainment Editor/The Know on October 17, 2022 in Denver, Colorado. (Photo by Helen H. Richardson/The Denver Post)
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Big Choice Brewing moved from Broomfield to Brighton in 2017 and added a pizza kitchen so that it would stand out in a crowd of Colorado taprooms. But it didn't change its name because beer was still the big draw at the time. The pizza just made people stay longer.
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