A new name is on tap for a popular Gainesville brewery, as Left Nut Brewing rebranded itself to Liquid Nation Brewing.
Liquid Nation Brewing made the announcement on May 20 via its Facebook page. Liquid Nation Brewing president Nilanjan “Pap” Datta said renaming his brewery was the best way to continue its growth. To do that, Liquid Nation Brewing’s products needed to break through the doors of national retail grocery stores.
“We were in discussions with some of the much larger grocery chains that you find nationally,” Datta said. “They all acknowledge that in the stores that they put our products in, we did really well. But it seemed like at the corporate level, the decision makers were always a little squeamish about blanketly approving it in every one of their outlets. And that tended to sort of slow us down.”
Distribution has always been a necessary component for Liquid Nation Brewing’s – or any other brewery’s – success. Under Georgia law, breweries are unable to sell their products directly to consumers without a wholesaler. Instead, breweries like Liquid Nation rely on tours to distribute samples.
“We could never sell a pint of beer, or a six-pack that goes directly out of our brewery,” Datta said. “[We] had to go to our wholesalers. And wholesalers had to see that we were capable of scale, because they didn't want onesie twosie opportunities. They want to be able to have sustained volume.”
Although it felt odd to change the iconic name, Datta said that more growth would ultimately benefit Liquid Nation Brewing’s employees.
“You also want to do something that returns something back to these people who are still with you, who are really making you who you are today,” Datta said. “I think we need to get to that stage of growth. And if the brand change accommodates that growth, which then helps us return back to our employees and all of those benefactors something better, why not?”
The tongue-in-cheek “Left Nut” innuendo was inspired by a conversation Datta had with his friends. Datta had worked in a corporate job before, and he described what he would give to open a brewery. He began planning the business in 2013, and in September of 2016, he opened the brewery’s taproom.
The quirky name inspired a following, with many customers stopping by out of curiosity. It also reflected the business’ open-minded approach when making craft beers.
“Through the years, we were growing steadily, people were kind of finding us,” Datta said. “Every weekend, we would get a lot of people from the inside the perimeter area, longer distances like even in North Carolina. People visiting the North Georgia mountains would Google what to do, and we would pop up on the top as a brewery. Just for our name, people would drop in.”
However, the novelty of the “Left Nut” name took a backseat for the new Liquid Nation Brewing rebrand. Datta said the new name holds just as much meaning as its former name. It also preserves the original “LNB” nickname, an integral part to the brewery’s branding.
Datta explained the meaning behind the name, with “liquid” symbolizing adaptability, preservation over time and eroding barriers.
“As liquid flows, it's synonymous with a journey through time,” Datta said. “So ‘liquid’ made a lot of sense. And [ for the word] ‘nation…’ Throughout all these years, whether it's our benefactors, whether it's those people that believed in us, our community… Or our team [which has] a lot of different backgrounds, different cultures, different everybody working together towards a more common goal and purpose.”
When creating its craft beers, Liquid Nation Brewing stays honest and true to style. According to Datta, the brewery does not keep up with gimmicky trends or push extreme flavors. Instead, its products are more nuanced in order to appeal to a wide range of people.
“What we wanted to do is create an environment where, if you were a little apprehensive about craft beer, you could come into our brewery and pick from an array,” Datta said. “Right now we have 27 items on tap. You can try all and most people find three, four, or five that they like. That's what we want, we don't just specialize in one variety.”
In addition to its rebranding efforts, Liquid Nation Brewing hopes to take its brand to other Georgia taprooms.
Datta said the brewery also wants to keep its close ties with its local charities. Liquid Nation Brewing is currently partnered with: Sisu Integrated Early Learning, the Northeast Georgia Humane Society, Chattahoochee Riverkeepers and the Elachee Nature Science Center.
“I think they're important to us,” Datta said. “Because one of our viewpoints on helping charities is, we try to help those that can't help themselves, whether it's children, whether it's nature…”
According to Datta, the majority of Liquid Nation Brewing’s loyal customers have adjusted to its new name.
“They had an affectionate place in their heart for the old name because of the story behind it and everything else,” Datta said. “But I think when they learn the new story and what stories we're creating for our people, as well as our community, I think they're going to be very thrilled as we go forward.”
