Small-town brewery is Iowa's largest craft beer producer
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TG's Brewery's Reserve Society Party. Photo: Courtesy of TG
Decorah's Toppling Goliath (TG) sits in a community of around 7,500 people, but its craft beer sales are the largest in the state, according to 2024 Brewers Association data.
Why it matters: Craft beer is experiencing a decline, and while TG hasn't been immune to it, the brewery is banking on its international fandom and award-winning products to help buoy it during the downturn.
By the numbers: TG sold nearly 36,000 barrels last year, with Big Grove coming in a close second, at around 34,000, per the Brewers Association.
- However, while TG's beer sales declined by 7% in comparison to 2023, Big Grove's climbed, thanks to its larger footprint.
State of play: There are a few reasons behind TG's success, says Sam Lewey, spokesperson for Toppling Goliath.
- Owners Clark and Barbara Lewey couldn't get the craft beer they wanted locally — they had to drive to Rochester, Minnesota, or La Crosse, Wisconsin. So, they decided to start their own brewery and focused on producing crowd-pleasers like barrel-aged stouts and hoppy pale ales and IPAs.
- They opened in 2009, when craft beer was experiencing a surge.
Zoom in: TG got its first big hit with the release of Pseudo Sue in 2012 — a hoppy, hazy pale ale that's become the company's most iconic brew.
- That was followed by popular barrel-aged stouts like Assassin and Kentucky Brunch.
The intrigue: The first time they released Kentucky Brunch in 2012, six people showed up, Lewey says.
- Now, it's earned worldwide acclaim, including winning the highest-rated beer of 2024, per Untappd Community awards. Bottles of its 2014 release average $1,249, according to Beerblackbook.
- People from all over the world have traveled to the taproom in Decorah, Lewey says.
Zoom out: Now TG distributes to 36 states and nine different countries, and that requires planning a year ahead of distribution.
- For example: Pseudo Sue was only in 12-pack cans, but Costco wanted to offer bulk for its customers. They created new packaging for a 24-pack of beer.
The intrigue: The brewery is also selling other drinks, including THC drink Merry Rain and spirits like whiskey and gin.
What's next: As far as beer trends, Lewey expects more classic styles to make a comeback.
- They're releasing a West Coast IPA, Dino Break, later this year.
