East Aurora-based 42 North Brewing becomes a WNY destination

Erie County brewery boasts a spacious taproom, on-site food, game area, barrel-aging facility, and adjacent Airbnb lodging

Note: This article is a result of a sponsored partnership between 42 North Brewing and the Cleveland Prost.

Breweries need a sense of place. They must reflect their communities while seeking to be part of their communities. The best breweries are welcoming and comfortable.

At no place is this more evident than at Erie County’s 42 North Brewing, which since opening in 2015 has become part of the East Aurora village fabric while also evolving into a destination for beer-related tourism.

42N, 25 Pine St., features a spacious, wood-lined taproom, on-site food, game area, barrel-aging facility (the first of its kind in western New York), and adjacent Airbnb-style lodging. It also adds to the allure of the area as a destination for beer-related tourism, he said.

“We encourage people to explore,” brewery founder John Cimperman said. “Within 40 miles, there are probably 20 great breweries.”

Beer with a sense of place

East Aurora is just one of the many locations along the 42nd parallel, the circle of latitude 42 degrees north of the equator which runs right through the heart of the Finger Lakes and then the Great Lakes. Traditionally, it was an ideal location for hop growing.

But with the agrarian history in the past (while also returning to prominence through an increased focus on New York-grown ingredients), it served as inspiration and ultimately an identity for the brewery.

“Our brand is built on the lifestyle of living on the 42nd parallel,” Cimperman said. “The Finger Lakes, outdoor adventure. Our brand is built on that. For the last seven years, we’ve really been promoting what it’s like living in this part of the country.”

The brewery’s flagship offerings are built on that same sense of authenticity. The Asylum Porter and Illumination Pilsner, two of the best core offerings in this region, feature ingredients sourced from the historic spots the styles originated in. While 42N’s Borderland IPA showcases Oregon-grown hops.

While the flagship beers highlight these traditional techniques and ingredients, the brewery is able to push the envelope with other offerings such as its barrel-aged releases and its newer At The End of the Universe series. (If you haven’t, the brewery’s recent Ultimate Answer double IPA stands as one of the best hoppy offerings I’ve had recently.)

Advertisement: For exemplary takes on traditional styles and the best pretzel in town, make sure to visit Sager Beer Works in Rochester.

“We really pride ourselves on our authenticity and a very, very diverse portfolio of styles,” Cimperman said. “We really tried to build a portfolio that satisfies every palate. That’s probably the biggest compliment we get, when people comment on our consistency.”

And through that diversity of styles, the brewery hopes to convert new people into devoted craft beer fans. “There are still a lot of people to welcome under this craft beer tent, so we really need to make our beers approachable,” Cimperman said.

Seeds of the brewery

Cimperman, a Cleveland native, likes to joke that the brewery was really 30 years in the making. He’s always loved and been fascinated by the culture and artistry of beer. But it wasn’t until a trip to Portland, Oregon, nearly 10 years ago, when he saw the value a brewery could bring to a community or neighborhood. And thankfully, he already owned the perfect building to host his dream.

Cimperman’s marketing company used the original 11,000-square-foot building as an office. It was converted into 42N’s tasting room and 20-barrel brewhouse. The building has also been home to an archery range, an automotive shop, and a furniture store in its past lives.

Cimperman's marketing background includes stints with the NBA's Cleveland Cavaliers and NHL's Los Angeles Kings, where he helped open the Staples Center. He also worked as head of marketing for the Buffalo Sabres, before he left to focus on his own company.

Owning a brewery is about “creating an experience and embracing community,” he said, noting that beer can be a “catalyst for conversation.”

Becoming a destination

The brewery has become a destination, allowing it to differentiate itself from others in the region. Its taproom has attracted visitors from all over, while also becoming a vital piece of the East Aurora community fabric. With its historic shops and character and close proximity to the city of Buffalo, the village is also known as a quaint destination and an ideal spot for weekend getaways.

The brewery added its 42 Below barrel room in 2017, becoming the first brewery in western New York to open a separate, devoted space for extended fermentations, wild ales, and barrel-aging. That provides a space for the brewing team to innovate, experiment, and get creative.

42N also maintains a smaller batch pilot system, allowing brewers to create one-off batches and more taproom exclusives. Some of those have even evolved into core beers.

The brewery eyed expansion when a neighboring apartment building went up for sale. 42N purchased the building and then demolished it. In its place, it built a 6,600-square-foot expansion, which included a permanent canning line, increased cold storage, event space, and four Airbnb units.

Challenges of the pandemic

Like all businesses, 42N has faced challenges and slowdowns caused by the pandemic pause. But Cimperman said the brewery remained nimble and worked diligently to evolve quickly. The installation of a canning line four months before the world shut down gave the brewery a huge in-house advantage as beer consumption shifted from on-site taproom sales to off-premise, take-home sales.

The pandemic forced 42N to expand its distribution footprint. Its beers are now available everywhere between Buffalo and Binghamton.

And as pandemic restrictions have eased and the beer world slowly returns to normal, Cimperman said, the brewery is positioned for a strong year, especially due to the destination it has created.

“We’re had our strongest year ever in 2022,” Cimperman said. “The pandemic forced us to be efficient and brew beers we could market.”

Through an embrace of community, the goal is to not be the only business pushing forward.

“I am really trying to help our friends in the bar and restaurant business, helping them get their business back as well,” Cimperman said. “Some places are no longer open or some places have cut back, whether it’s hours or offerings, we’re really trying to support our distribution partners as much as we can.”

That includes a greater push into Rochester, where you can now find 42N flagships and specialty releases at Wegmans and bottle shops like AJ’s Beer Warehouse. The thought is that if 42N is growing and doing well, then it’s imperative to make sure other businesses are also thriving.

Cimperman promised the brewery would be more active this year as it focused on reaching consumers through tastings at grocery stores and other businesses and participating in more beer festivals.

That means also focusing on its own events and festivals, including the upcoming third edition of Barrel Jam on Saturday, Feb. 4. The outdoor event showcases barrel-aged and sometimes heartier offers that complement the colder weather. It also serves as an opportunity to connect consumers with other high-quality regional breweries.

The brewery’s other showcase event Full Circle Fest focuses on farmhouse offerings in May and is centered around American Craft Beer Week. There are also a whole host of other events and happenings throughout the year that want to highlight different aspects of the outdoors and other local partners.

“I am very proud that both of those festivals focus on New York state breweries,” Cimperman said.

Eight years into this adventure, Cimperman said he is still having fun and is still motivated to make it even better every day. He wants to keep expanding the brand along the 42nd parallel.

“While Buffalo is our home market, I don’t believe our brand is restricted to the Buffalo market,” Cimperman said. “All these markets in the Finger Lakes, and Rochester is just a little bit above the 42nd parallel, that’s our home territory. We’re really looking to take our brand, which is focused on outdoor adventure and the lifestyle of living here, and extend it throughout New York state.”

If you go…

Barrel Jam III, which 42N bills as a “celebration of barrel-aged beer, music, and winter adventure” features breweries from across the state and beyond. It takes place from x to x on Saturday, Feb. 4 outside the brewery. It runs from 2 to 5 p.m. that day. (Though there is VIP access available at 1 p.m. for those ticket-holders.)

Tickets can be purchased here. And I must say, the tap list looks bonkers. It features some rarities and heavy hitters from spots like KCBC, Wild East, Beer Tree, Lucky Hare, and Eli Fish.

And finally, a note about this sponsorship arrangement: 42 North generously sponsored this look at what makes the brewery unique. And in doing so, 42N’s support continues to make this coverage free for my audience. So make sure to get out there and support them. If you’re interested in becoming sponsor of the Cleveland Prost, please send me an email to clevelandprost@gmail.com.