LA Business Journal will publish story Monday on the Venice establishment that Firestone Walker Brewery plans for the old Sizzler, World Gym building on Washington between Carter and Stanford.

Apparently, the Venice location will have a small microbrewery. In the article Adam Firestone cofounder states that it will be less about selling burgers and suds than about market research. Its first venture out of the “sparsely populated” Central Coast, the brewery aims to build a kind of satellite campus that will serve as an outpost in the heart of its biggest market.

Article claims that it will have some new brews and test them in Venice.  The brewery sells the vast majority of its beer in Southern California and about 25 percent of it in Los Angeles.  Insight into what LA customers want is best sought out in LA according to article.  Firestone also wants to host seminars with suppliers and have classes geared toward beer enthusiasts.

Venice brewery, according to article, will be small, 130 gallons of beer at a time.  Beer made in Venice will be served in Venice.  There will be two full-time brewers and six to eight marketing employees.

Triangle Update does not have link to article.  Go to LA Business Journal when it is published Monday.

Adam Firestone in an email wrote to Update:  “We’re a small brewery located north of you. We started in Buellton and added the Paso Robles brewery about a decade ago.   It was started by me and my brother-in-law in the mid 90’s.

“I’m a native Californian (the bear on the label) and he’s English (the lion).    We’ve been looking for a place in LA for a couple years and tried for more than a year to acquire the site on Washington.  We’re not a corporate outfit so could not see landing in a strip mall or shopping center.

“Our hope is to re-open the old Sizzler building in our taproom format which is an upscale brewpub bistro.  We hope to relocate our sales team to the office building, the other building closer to Walgreens.”