New Petty Thieves owner details Charlotte brewery plans. ‘Never had more energy’
Petty Thieves Brewing Co. is set for a new chapter under new ownership after debuting in Charlotte nearly six years ago.
Brian Kletch of Charlotte officially became the owner on Sunday, March 1, as the doors opened at noon at the brewery just outside of uptown at 413 Dalton Ave.
“I’ve probably never been more tired, but I’ve never had more energy,” Kletch told The Charlotte Observer about taking over the brewery. Kletch promises a smooth transition focused on enhancing the brewery’s comfy atmosphere while eyeing a strategic expansion of the brand.
The Observer first reported the sale Thursday of the brewery co-founded by Ted Rosenau and Greg Calabria. The duo opened Petty Thieves taproom in September 2020 during the pandemic at The Shop, a renovated industrial building approximately a mile south of Camp North End. Terms of the deal were not disclosed.
Former Petty Thieves Brewing owner says goodbye
In a statement, Rosenau said he decided to sell Petty Thieves for his “personal well-being due to the constant pressures of running a small business in a still-emerging area of Charlotte.”
He also shared an emotional video Friday on the brewery’s Instagram, saying, “it’s really hard to let go.” But he’s excited that Petty Thieves is going to live on. “Let’s all try to stay weird. Thanks y’all,” he said in closing.
People quickly responded with support for Rosenau and the brewery. “I’ve met so many cool people through the community you’ve built here,” one person commented on the post. “Cheers to whatever comes next.”
“Thanks for the good beer, good times and good memories at your beautiful brewery,” another said.
Kletch drawn to Petty Thieves ‘at-home’ atmosphere
This is the first business venture for Kletch, who has more than 20 years experience in the corporate world.
After losing his sales and market job at a medical device company during layoffs a year ago, Kletch decided he wanted to own a business and “take control of my destiny.”
He considered several industries but landed on owning a brewery.
In October, he learned Petty Thieves was an option. Having been a customer there, Kletch said he liked the beers and that the brewery didn’t feel industrial. By November, he’d signed a letter of intent to purchase, and by New Year’s Eve, signed the purchase agreement.
“I just feel warm, and I feel at home,” Kletch said about walking into Petty Thieves. “I feel like I am sitting at home having a beer with a friend or playing a board game.”
The brewery is filled with thrifted finds, worn leather couches, reclaimed wood, vintage framed prints and other nods to Charlotte’s past. Concealed behind a rotating bookcase is a hidden room. In addition, the brewery also has an outdoor patio with a view of uptown Charlotte.
New owner’s plans for Petty Thieves in Charlotte
A central part of Kletch’s plan is to minimize disruption and listen to the team he inherited.
He confirmed he will be keeping all five full-time and four part-time staff to ensure continuity, calling the team “a big part of what has made Petty Thieves what it is.”
Key elements of his vision for the brewery are:
- Atmosphere: The core vibe will remain the same. “I tell everybody, it’s not going to become another sports bar. It’s going to remain ... an extension of a living room,” Kletch said.
- Immediate changes: On Sunday following the sale, Kletch will make “immediate, easy changes within the tap room,” such as removing some furniture and rearranging the layout before re-opening the doors.
- Rebranding: A full rebrand is in the works, though the name will remain Petty Thieves. The focus will be on tweaking the brand identity, artwork and logo to articulate the brewery’s story of social engagement and being “inclusive, comfortable, warm and welcoming.” The rebrand is expected to roll out around May.
- Distribution growth: Petty Thieves has canning operations at the tap house and distribution throughout North Carolina with major accounts like Harris Teeter and Lowes Foods. Kletch plans to expand distribution into new markets like South Carolina.
- Beverage strategy: The brewery will explore the rising trend of non-alcoholic and low-alcohol beers, alongside its assortment of wines, craft sodas and cider to appeal to a wider audience. His go-to beers on tap at Petty Thieves are Basking in the Afterglow, a Hazy IPA; Skyline pilsner; and Mind Weaver, a West Coast IPA.
A native of the Pittsburgh area, the 50-year-old Kletch has lived in Charlotte for 14 years. He and his wife of 26 years, Terri, have three children.
Kletch said he plans to be an active owner in the tap room. His focus, he said, is on “building relationship in the community.”
