Lake Tahoe AleWorX CEO Luca Genasci has been working on the business concept for over two years.
SOUTH LAKE TAHOE, Calif. — Luca Genasci is only 23 years old, but he’s been working on developing a local brewery for over two years. His goal with Lake Tahoe AleWorX is simple: to unite lake lovers with fans of craft beer, and bridge the gap between breweries on Tahoe’s north and south shores.
“The big theme is to create a business that fosters collaboration, not competition. We want to make friends and work with others in the craft beer industry,” Genasci, CEO of Lake Tahoe AleWorX, said.
The project began just over two years ago, when Genasci drafted the business plan during his senior year at UCLA, where he graduated with a political science degree. The South Shore local wanted to create a unique, Tahoe-focused brewery that contributes to the exploding industry.
“I want to create the Lake Tahoe brand of craft beer. There’s no Lake Tahoe brand on taps,” Genasci stated.
Another one of his goals includes growing the brand to regional and eventual national recognition. Genasci’s brewery looks to capitalize on the core element of the Lake Tahoe lifestyle: adventure.
“We’re coupling the Lake Tahoe brand with the adventure sports lifestyle. We want you to create your adventure and have a taste of adventure. Adventure is a big word for us — what goes better with the Tahoe brand than the adventure lifestyle?” Genasci asked.
This theme played into the creation of the brand name and logo: the “X” in AleWorX represents extreme sports, and is designed as crossing skis. Lake Tahoe AleWorX is a self-service brewery that allows customers to create their own experience. Patrons receive a wristband that features a chip, and along the taproom wall will be screens and approximately 30 taps. Simply walk up to the screen, which features a chip reader, scan your wristband, and the tap is ready for you.
“It will raise the bar for Tahoe. It’s the cutting edge not just for Lake Tahoe, but for the nation too,” Genasci said.
Taps will feature Lake Tahoe AleWorX beers, in addition to others found at breweries from around the lake, fitting with Genasci’s goal of uniting the craft beer industry. The establishment will also feature a create-your-own woodfire pizza station that gives customers the option to choose from over 30 fresh ingredients.
Lake Tahoe AleWorX’s taproom is currently slotted for 2050 Lake Tahoe Blvd., the site of the new Crossing at the Y — the intersection of U.S. Highway 50 and State Route 89. The building will open onto the communal patio, fitting with the outdoor recreation theme of the company.
The first Lake Tahoe AleWorX beer, a California common, is currently in the fermenter at Alibi Ale Works in Incline Village. An IPA is planned as the second beer.
“I’m stoked about the relationship with Alibi Ale Works. It’ll be fun to see where it goes,” Genasci said.
When ready, the brew will be on taps around town — ideally in mid-January.
AleWorX is eying a possible late February or early March opening date. Prior to opening, site construction must conclude and the company must receive proper licensing.
“We’re putting in a one-barrel brew system; we’ll have seasonals, and maybe a home brew competition in which the winner will get their beer on tap,” Genasci said.
Learn more about Lake Tahoe AleWorX at www.laketahoealeworx.com, and connect with the company on Facebook and Instagram.
