Incantation Brewing, a local brewery known for its innovative beers, recently announced the closure of both its Front Range locations. The brewery, previously known as Jade Mountain Brewery & Teahouse, will be closing its satellite taproom and coffee shop in Denver on Saturday, located at 415 S. Cherokee St. Its flagship brewery in Aurora, located at 4233 S. Buckley Road, has already ceased operations.
Owner Sean Guerrero shared a heartfelt message on the brewery’s website, attributing the decision to close to the economic challenges the business has faced since its inception in 2021. Originally hailing from Huzhou, China, Guerrero brought his brewing expertise to Colorado, creating unique beer styles that featured unconventional ingredients such as squid ink and durian. Despite the creativity behind the beers, the brewery struggled to gain a substantial following and financial stability.
In an effort to attract more customers, Guerrero rebranded the business as Incantation Brewing a year ago, shifting towards a more approachable beer selection with a heavy metal-inspired aesthetic. The rebranding initially faced backlash, but ultimately succeeded in drawing in more patrons to the brewery.
Last summer, Incantation Brewing expanded its reach by opening a satellite taproom in Denver, offering both alcoholic and non-alcoholic beverages in one location to cater to changing consumer preferences. However, Guerrero acknowledged the challenges of operating in a competitive market, stating, “I just can’t make it with $100 a day.”
The closure of Incantation Brewing reflects a larger trend within the craft beer industry, which has experienced a downturn since the onset of the COVID-19 pandemic. Guerrero’s note highlighted the struggles faced by many breweries, with 41 local breweries closing in 2024 and 140 closures since the pandemic began.
Despite the closure, Guerrero remains hopeful for the future, hinting at a potential return to brewing someday. Incantation Brewing will be hosting a farewell party at its Denver location, featuring discounted beers and merchandise.
As the craft beer industry continues to evolve, closures like Incantation Brewing serve as a reminder of the challenges faced by small businesses in a competitive market. Guerrero’s message of hope for the future resonates with many in the industry, signaling a potential comeback for the brewery down the road.
