LOBSTER BREWERY.
The first batches of the now legendary beer had received a lukewarm reception with the public, however. Local competition was strong, and many complained that the moniker "Lobster Ale" was simply not appetizing. The Brewmaster refined his recipe, and rethought his marketing strategy. Soon, Lobster Ale was being delivered door-to-door, free-of-charge, to the local population. The year 1907, however, was a difficult one for T.Q. Gildersleeves. The public would not accept the new brew, and Gildersleeves and his workers would end up drinking most of what they produced.
The Brewmaster decided to rely on the noble family name instead of
that of a crustacean. With this new approach came newly refined recipes
and an entirely new public reputation. Beer production was increased from
500 barrels in 1907 to more than 2000 barrels in 1908, and an astounding 9500
barrels in 1909. At the age of twenty-six, T. Q. Gildersleeves had finally
carved out a niche in the Western New York State brewing community.
In 1910, Gildersleeves Brewery expanded their offerings to include
GILDERSLEEVES PORTER and GILDERSLEEVES CREAM STOUT.
These innovations allowed the brewery's popularity to expand into
Southern Ontario and North-western Pennsylvania.
By the end of the year 1913, Gildersleeves Brewery moved into a
brand new production facility on Goundry Street, in North Tonawanda.
The following year, however, would bring disruption to the Gildersleeves
family business, as well as to the entire world, when The Great War
broke out in Europe.
