Pronounce it however you like, but ROULEUR is the new Ruler
Inspired both by the collaborative, artisanal craft of modern craft breweries and the secretive, monastic breweries of the Old World, our beers are designed to be stylish without precedence, irreverent without recklessness. There is symmetry to what we do. ROULEUR Brewing is about bringing into balance well-crafted style variations and ingredient combinations that expertly reach beyond the rules and limitations tradition has imposed on others.
ROULEUR’s Head Rouleur is Rawley Macias, who has had a love affair with the magical elixir since first tasting craft beer. Rawley has been brewing beer for over a decade and is himself a recognized beer judge. During his education and certification, Rawley put his innate mechanical mindset to work, steadfastly absorbing the details and guidelines that dictate everything in beer making—aroma, appearance, flavor, mouthfeel, and overall impressions.
As an engineer who thrives on inventing and experimenting, Rawley took his intricate understanding of the style guidelines taught in schools and breweries worldwide and began asking questions like, “Why does it have to be this color?” or, “Why must the aroma match up with this particular trait?” With his astute skills as an engineer, brewer and beer judge, he started inventing his own beers that were hybrids of different styles—all to great fanfare from everyone who tasted them. Inspired, Rawley took his proud productions to regional and national homebrew competitions where judges like him graded his beer against Standard Style Guidelines. It was in the midst of these competitions that ROULEUR truly came to life and not in the way you would expect…
When the umpteenth “Judge’s Notes” came back “terrific beer, but the color and aroma are outside of the style guidelines,” the idea of a great brewery that bends rules with nobility and purpose came to life. Rawley decided to venture out on his own. He stopped judging and stopped being judged, and stepped outside the confines of formal guidelines.
It’s this adventurous spirit that also led Rawley to cycling, and not just the freedom of exploration that comes with it. Romantically speaking, cycling, in all of its Old World heritage, is a unique sport—a lifestyle, actually—with its own exclusivity, pageantry and code of ethics—just like beer making. Being a Rouleur is the highest honor one can achieve. It is these magnificent individuals and their machines that capture the imaginations of monarchs and mortals alike—through their tough, hard and relentless sacrifices; and creative contributions.
ROULEUR BREWING COMPANY IS INSPIRED TO CONSISTENTLY, METICULOUSLY AND YET CONSPICUOUSLY CREATE RULE-BENDING BEER—WITH THE MOST DISCERNING OF RECIPES AND INGREDIENTS—THAT COMMANDS THE ATTENTION OF BOTH CICERONES AND NOVICES ALIKE.
Translated from French, rouleur literally means having wheels… a roller. We love beer that is well-rounded, balanced, considered in its craft, yet with unusual flavor profiles that can defy convention. We roll a bit more confidently, even if we aren’t loud.
In cycling lore the name contains much more panache, a Rouleur is not only a rider who is well-equipped to take on most any profile, he is also the most savvy—precise in execution. Notably, a Rouleur has the widest range of opportunity for victory… they are ‘rulers’ and the most exciting to watch compete; races of attrition suit them, as does anything in inclimate weather. Rouleurs win the most romantic races of all, the one-day Classics, even the Grand Tours.
Rouleurs are able to break the rules because they transcend them. As a result, they often look at things with an eye toward tweaking the norms to their advantage. One rider views a course to survive it, while a Rouleur views the same course to own it. Their style of racing often means that even if they lose, they put on the greatest show in doing so. They wow us!
Only a Rouleur is able to masterfully accommodate the full breadth of challenges and transcend them and this is a core value of ROULEUR Brewing Company—intimately knowing the rules in order to break them with precision and flair in balance. With beer, which depends on a range of ingredients—water, barley, hops, and yeast—there are norms, even rules, which limit the performance of those in the field…
Breweries either stick to the rules they’ve been handed or attempt to break them in ways that are characterized in one-dimensional over-indulgence. ROULEUR beers are distinguished by their subtle, sophisticated style deviations, brewed with intimate knowledge of Old World traditions but brought to life with an artistic craftsmanship of rule breaking creativity—a magnificent stroke tuned to the possibilities of palate pleasures, not high revolutions or bursts of over intensity.
“Elegance without precedence. Irreverence without recklessness.”
ROULEUR appeals to those who, like us, are passionate about the creation and recreation that is beer. Because it’s not about simply drinking versions of the same styles or being bludgeoned with beer ‘bombasity.’ Instead, for ROULEUR, it’s about focusing on exquisite style variations and ingredient combinations that truly reach beyond the rules and limitations affecting the most widely consumed alcoholic beverage on the planet.