Salinas, CA – July 11th, 2025 – Back in March, you may have noticed a few changes at Alvarado Street’s Oldtown Salinas location—formerly known as “Alvarado on Main.” Today, the company officially introducing the newly rebranded restaurant as Alvarado Street Brewery Taproom: a fresh, laid-back evolution of the space that puts beer front and center while doubling down on being a welcoming hub for the local community. And is now back open on Tuesdays!

The decision to evolve came from thoughtful guest feedback. While Alvarado on Main was recognized for its Art Deco charm and curated beer selection, some guests perceived it as more of a special-occasion spot rather than an everyday go-to. With this transition, the Taproom offers a casual, comfortable atmosphere perfect for frequent visits— whether it’s for a round of beers, some great food, or a night out.

A Taproom Experience Rooted in Craft Beer & Great Food

The name Alvarado Street Brewery Taproom makes its purpose clear—this is a place for beer lovers to enjoy Alvarado’s craft beers in a laid-back, social setting. With 48 taps pouring everything from signature West Coast IPAs and crisp lagers to fruited sours and bold stouts, the Taproom is a showcase of Alvarado’s creativity, paired with fresh, familiar pub fare.

As part of the rebrand, the menu has undergone a refresh, shifting away from traditional entrées to focus on Alvarado’s strengths: smash burgers, naturally leavened sourdough pizza, and shareable appetizers. Highlights include:

- Six smashburgers & sandwiches, including the Classic Smash, with grilled and pressed chuck patties, melted American cheese, and tangy malt vinegar aioli, and the Fuego Smash, which turns up the heat with Fresno chiles, bacon, habanero jack cheese, and spicy aioli.

- Five hand-tossed sourdough pizzas, including the Carnitas Pizza, topped with crispy carnitas, roasted pasilla peppers, avocado, lime, and queso fresco.

- A revamped taco lineup, featuring options like crispy carnitas and marinated artichoke, served on fresh corn tortillas with house-made salsa verde.

- Five shareable appetizers, including fan-favorites like the Buffalo-Piri Wings and the ‘Everything’ Pretzels with Beer Cheese.

- New desserts, featuring the stout brownie made with our Best Part of Waking Up coffee stout and house-made churros.

The Alvarado team has also prioritized making the menu more accessible, aiming to provide great value while maintaining the high-quality, from-scratch cooking guests expect. Most items have seen lower pricing, reinforcing the Taproom as a spot for regular visits rather than just special occasions.

More Than a Name Change: A Commitment to Guest Experience

Beyond the rebrand and menu shift, the Taproom has introduced several key enhancements to guest experience:

New Brewery-Inspired Art & Signage – Large art collages featuring Alvarado’s beer photography—often showcased on social media—now line the dining space, reinforcing the brewery’s identity. Additionally, new exterior blade signage with the Alvarado Street Brewery Taproom logo now welcomes guests for the first time.

Streamlined, Personal Service – Recognizing the importance of great hospitality, the Taproom is augmenting QR code ordering with full table service for all meal periods. Guests who prefer QR ordering can still do so, but servers equipped with handheld point-of-sale devices will now be available to provide faster, more personalized service.

Reaffirming Alvarado Street Brewery’s Core Values

“We believe in beer as a social thread that brings people together, and that beer is an affordable luxury by default,” says J.C. Hill, Owner & Brewmaster of Alvarado Street Brewery. “We want a restaurant space and menu that complement this truth—one that offers great food, great beer, and great value at a time when people need it most.”

This shift toward a more casual, inviting Taproom is about deepening connections with the Salinas community. By offering a menu that is fun, fresh, and shareable, alongside an ever-evolving lineup of world-class craft beer, the Taproom is set to become a true staple in Oldtown Salinas—a place that welcomes everyone.

Visit the New Alvarado Street Brewery Taproom

The Taproom is now open Tuesday through Sunday, and guests are invited to experience the new menu, refreshed atmosphere, and enhanced service firsthand. Whether it’s a $5 happy hour beer, a casual burger-and-pint night, or just a place to gather with friends over great food and drinks, the Taproom is ready to welcome all.

We’re excited to welcome our Oldtown neighbors to The Taproom — Same Spot. New Menu. New Vibe.

Join us Thursday, July 24th for a community celebration and Ribbon Cutting with the Salinas Valley Chamber from 5–6:30pm. We’re rolling out All Day Happy Hour with 25% off food, $5 beers, $7 Palomas & Micheladas, plus a taste of what’s new with passed bites from the menu. Expect a fresh lineup focused on flavor and value — signature smashburgers, hand-tossed pizzas built to share, and beer that’s always fresh.

Live music starts at 6pm with The New Wave Band, bringing high-energy covers of your favorite ‘80s hits and feel-good vibes. Then stick around for Bitter Days, a local Salinas band delivering energetic, original pop punk starting at 9pm. You’ll also get early access to our latest canned beer releases for the week. Grab your crew — we’ll handle the rest.

For more information, visit asb.beer or follow us on Instagram @alvaradostreetbrewery.