Planned Norfolk brewery leans into military-centric marketing, draws disapproval from lawmaker

A new brewery planning to make Hampton Roads its home is garnering a mixed reaction from the community, including criticism from a local lawmaker.

Here’s an incomplete list of the people, phrases and items used in recent social media posts to promote Armed Forces Brewing Co., the veteran-owned brewery headed to Norfolk: Guns and ammunition. Computer-generated grenade explosions. Fighter jet flyovers. A parody of a prescription drug advertisement where the actors bemoan that everything they see lately on TV and the internet is “so negative about America.” And American flags everywhere.

The Annapolis, Maryland-based brewery announced on July 7 it would be establishing its headquarters in the Railroad District in the space O’Connor Brewing Co. said it is leaving later this month. The move was applauded as an economic development win by Gov. Glenn Youngkin and other area leaders.

But one Hampton Roads lawmaker has taken back her words of praise after learning more about the company.

State Del. Jackie Glass, a Democrat who represents part of Norfolk, took to social media on Monday to denounce Armed Forces Brewing for what she said were anti-LGBTQ+ values.

“My values don’t align with those of the Armed Forces Brewing leadership — my personal values,” Glass said.

She said that she had left the military partly because she witnessed and “was on the receiving end of discrimination, racism and sexism.” Glass served in the Navy for around 11 years.

Glass had participated in Youngkin’s Friday news release applauding the brewery decision. It’s common that quotes from local officials appear in such announcements.

Glass recorded the video posted to social media after Armed Forces Brewing CEO Alan Beal told the conservative news outlet Outkick that sales were up after a controversy around Bud Light and transgender influencer Dylan Mulvaney. After Mulvaney showed off a commemorative Bud Light can in a video, Anheuser-Busch came under fire, including boycotts, from anti-trans voices and then from the LGBTQ community, who said the company didn’t do enough to stand by Mulvaney, according to Associated Press reporting.

Beal told Outkick that Armed Forces Brewing sales had increased six-fold since the controversy, and that “communists obviously won’t like our beer or company values.”

In response to Glass’ video, Beal said his comments had nothing to do with the LGBTQ community. “The military is diverse. Our beers are for everyone,” he added.

Robert O’Neill, an Armed Forces Brewing brand ambassador who has appeared in promotional videos, has also spoken out on social media against masking during the COVID-19 pandemic and the use of drag queens for military recruitment.

Other military veterans in the alcoholic beverage industry greeted Armed Forces with a mix of criticism and cheers. Liam Bell, a veteran and owner of Rip Rap Brewing Co. in Norfolk, said after watching some of of the company’s promotional videos — one includes a woman in a revealing dress designed after a sailor uniform — that he found “their portrayal of women in the military to be problematic or offensive.”

However, Bell said he supported the company’s efforts to help veterans. Armed Forces helps raise money for several veterans organizations, like the Navy SEAL Foundation and the Uncommon Grit Foundation, according to its website.

Kevin Mead, owner and brewer at 1700 Brewing in Newport News, said in a statement he was excited Armed Forces was coming to Hampton Roads.

“The brewing community in Hampton Roads is very tight-knit and welcomed us with open arms when we opened, and we will do the same,” the owners said.

Charles Shelsby, a veteran and owner of The Casual Pint in Virginia Beach, said he began serving Armed Forces beer after a fundraiser for veterans organizations last year. He said the company’s light beer was easy to drink and great for the summertime.

Beal said several Armed Forces employees and shareholders have ties to Hampton Roads: O’Neill trained in the area with the SEALs, and both Ray “Cash” Care and Amber Miller live in the area.

Armed Forces isn’t the only company catering to military culture establishing a presence in Hampton Roads. Black Rifle Coffee Co. recently opened locations in Norfolk and Virginia Beach. The coffee shops, which offer drive-thru service and a bevy of T-shirts, cups and other merchandise, brew up blends like Silencer Smooth, AK-47 Espresso and Freedom Fuel. Company founder Evan Hafer once told Fox Business, “Progressives hate me, and conservatives love me,” according to a 2021 New York Times profile.

Beal said the headquarters will also hold events and concerts, have dozens of taps and the capacity to produce 22,000 barrels of beer a year. He hopes to have the space open by August or September.

Trevor Metcalfe, 757-222-5345, trevor.metcalfe@pilotonline.com