What does it take to build a successful craft brewery in the heart of Northwest Arkansas? Jeff, owner and founder of Bike Rack Brewing Co., pulls back the curtain on his decade-long journey from homebrewing hobbyist to established business owner in this candid conversation.

Since opening in October 2014 as one of Bentonville's first craft breweries, Bike Rack has witnessed—and contributed to—the region's explosive growth and transformation. Jeff shares how the brewery's name, which initially confused locals in 2013, became perfectly aligned with Bentonville's evolution into a mountain biking destination. His timing proved equally fortunate with their 8th Street Market location, which now sits adjacent to Walmart's new campus development.

Throughout our conversation, we sample three distinct Bike Rack beers: a refreshing Blueberry Lemonade Lager (created in collaboration with Dave and Jenny Mars's blueberry farm), a hazy East Coast IPA named "Dinos and Unicorns" after the head brewer's children's interests, and their crisp American Lager. Each beer tells a story about the brewery's approach to crafting approachable, high-quality brews that appeal to both enthusiasts and newcomers alike.

The discussion takes unexpected turns as Jeff reveals the challenges of navigating the COVID-19 pandemic (which instantly eliminated 75% of their taproom-based revenue), the surprising shift in customer demographics (now primarily tourists rather than locals), and the realities of running a capital-intensive business in an increasingly competitive market. His honest assessment of entrepreneurship—"You don't get in this to get rich; you get in to give to a community and have fun"—resonates throughout.

Whether you're a craft beer enthusiast, an aspiring entrepreneur, or simply curious about Bentonville's remarkable evolution, this episode offers refreshing insights into how passion, community focus, and adaptability can build something special. Ready to experience Bike Rack Brewing Co. for yourself? Visit them at the 8th Street Market or follow them on social media to catch their next live music event.

More About this Episode

Crafting Bentonville’s Beer Culture: The Bike Rack Brewing Story with Jeff Hanton

In the vibrant and fast-evolving community of Bentonville, Arkansas, few establishments embody the spirit of local collaboration, creativity, and perseverance quite like Bike Rack Brewing Co. What started as a modest brewery has become a central figure in Bentonville's cultural and entrepreneurial fabric. In this episode of the B-Team Podcast, we sat down with Jeff Charlson, founder of Bike Rack Brewing Co., to explore the brewery’s origin story, its evolving relationship with the community, and the dynamic nature of craft beer culture.

From Dry County to Craft Beer Pioneer

Bentonville wasn’t always home to breweries and bars. In fact, it wasn’t until 2012 that Benton County moved away from being a dry county, opening the door for local breweries to emerge. Ozark Beer Company was the first to step in, and soon after, in 2013, Bike Rack Brewing Co. was born—first in paperwork, and then physically in 2014 on “A Street,” before moving to its current flagship location at the 8th Street Market in 2017.

Jeff admits he didn’t come from a professional brewing background, he came from a more relatable angle: a love of beer and a deep desire to contribute to his community in a meaningful way.

Community-Driven Beer Innovation

A recurring theme throughout our conversation was Bike Rack’s commitment to community partnership. Whether it’s their ongoing relationship with local farms like Dave and Jenny Marrs’ blueberry farm, resulting in limited releases like the Blueberry Lemonade Lager, or their support of local musicians by sponsoring albums and hosting live performances, the brewery has always put the community first.

Events like “Beer and Hymns,” collaborations with the arts scene, and even talks about future partnerships with local grooming club The Gents Place all underscore Bike Rack’s approach to weaving itself into Bentonville’s social and cultural fabric.

Their seasonal and exclusive brews reflect this ethos. These beers aren’t just beverages—they’re local experiences in a can. The Blueberry Lemonade Lager, for example, isn’t sold widely. It’s available in the taproom for a limited time, often aligning with community events like the Marrs’ blueberry picking season.

Building a Brand in a Burgeoning Beer Economy

Jeff doesn’t shy away from the challenges of running a brewery. As he candidly puts it, “You don’t get into this to get rich.” Craft brewing, like winemaking, is often a passion-first endeavor.

Over the last decade, the number of events, festivals, and social gatherings in Bentonville has exploded. From just a few events a year to multiple happening every weekend, breweries like Bike Rack must now navigate how to participate meaningfully without stretching themselves too thin. It’s no longer about just pouring beer; it’s about creating experiences.

This includes evolving with consumer trends. Jeff notes that today’s younger consumers are as likely to reach for a non-alcoholic beer or a seltzer as they are a traditional IPA. Bike Rack has responded by expanding its offerings: more sessionable beers, flavorful lagers, and even high-quality non-alcoholic options available in-house.

Adaptation and Survival: The COVID-19 Chapter

Like many small businesses, Bike Rack Brewing faced significant challenges during the COVID-19 pandemic. Before 2020, 75% of their revenue came from their taprooms. With lockdowns and changing consumer behavior, Jeff and his team had to make difficult decisions, including consolidating from three locations down to one.

The move to double down on their 8th Street Market location proved to be the right one. This area has since grown significantly, bolstered by the proximity of the new Walmart campus and a revitalized downtown Bentonville. The brewery’s visibility and foot traffic have improved, and collaborations with nearby businesses like Homegrown Bentonville have created a dynamic, complementary business ecosystem.

The Secret Sauce: Location, Timing, and Vision

Some may call it luck, others vision, but Jeff’s knack for seeing Bentonville’s potential ahead of the curve can’t be denied. Whether it was launching a brewery just as the biking scene exploded, choosing a location near what would become the new Walmart headquarters, or integrating music and food before it became standard fare, Bike Rack has consistently stayed a step ahead.

Jeff humbly attributes much of this success to being in the right place at the right time. But behind that modesty is a clear strategy: embrace the community, create a product that reflects it, and continually adapt to its needs.

Elevating the Taproom Experience

One of the things that sets Bike Rack apart is the intentionality behind its taproom offerings. The goal? Create an experience that caters to beer lovers and newcomers alike.

Whether you're a hop head chasing the bold bitterness of their Slaughterpen IPA, a casual drinker enjoying the flagship American Lager, or someone just discovering beer through their lighter, fruit-infused brews, Bike Rack’s menu is diverse and thoughtful.

They’ve also leaned into live music, outdoor events, and food offerings like fan-favorite chicken wings and a massive Bavarian pretzel to keep guests coming back for more. Jeff compares their food strategy to Starbucks: high-quality, quick-prep, compact-menu options that fit seamlessly into the taproom environment.

What's Next for Bike Rack Brewing?

Looking ahead, Bike Rack Brewing is focusing on two primary growth areas:

  1. Expanding their presence in draft accounts – They’re leaning into keg distribution over canned products, capitalizing on their high-quality production capabilities and maintaining freshness.
  2. Creating unique experiences – Whether it’s live concerts, new beer releases, or themed community events, Bike Rack aims to be known not just for beer, but for belonging.

Their American Lager—designed to be light, clean, and incredibly drinkable—is leading the charge as the brewery’s most accessible beer. Meanwhile, the hazy IPAs and seasonal creations continue to wow more adventurous drinkers.

More Than Just a Brewery

Bike Rack Brewing isn’t just a local business. It’s a reflection of Bentonville’s evolution—from a quiet town to a thriving destination for food, art, business, and of course, beer. Jeff and his team have built something more than a brand; they’ve built a community hub, a local favorite, and a model for thoughtful, sustainable business growth.

Whether you’re a local or a visitor, a beer nerd or a casual sipper, Bike Rack has something to offer—and it’s only getting better from here.

Visit bikerackbrewing.com or drop by their 8th Street Market location to experience it for yourself. And if you're lucky, you might just catch a local band playing on the patio while sipping on a blueberry lemonade lager, knowing full well it’s something you can only get in Bentonville.