Reno Brewing Co. Then and Now

990 E Fourth Street – Reno, Nevada

Reno supported beer producers from its earliest days. Washoe Brewery, Reno Brewery, and Riter’s Elite Brewery were all somewhat centrally located. It wasn’t until 1903 that a sort of brewery district began taking shape on East Fourth Street.

In December of 1902, Peter Saturno sold a parcel in the Morrill-Smith Addition at the southwest corner of Fourth and Spokane Streets for construction of a new brewing operation.

John Maurer, along with brothers-in-law Joseph Melger and Peter Dohr, teamed up with master brewer Jacob Hook to create the Reno Brewing Company. By February of 1903, construction had begun on a three-story wood frame brewery. Plans initially called for a capacity of 50 barrels per day but the company wisely doubled it.

When this brewery operation was constructed, the company had to build its own sewer because the municipal system didn’t extend that far out on Fourth. Once the brewery building was completed, a separate building for bottling works was constructed behind the plant just south of the alley.

The first batch of Sierra Lager was made at the beginning of June and was set to age for nearly two months. Free beer was served to hundreds of attendees at the grand opening on July 24, 1903.

Fortunately, the beer only contained 3 1/2 percent alcohol.

Initially, RBC only sold Sierra in kegs to service the saloons. Bottling operations had to wait because there was such high demand. Pint and quart-size bottles were available in November of 1903. RBC continued the expansion in January of 1904.

They also upgraded their equipment to use glass-lined enamel tanks rather than wood. The brewery was running day and night shifts, even on Sundays, and still couldn’t meet the demand.

The May 1904 Sanborn Fire Insurance Map shows the rapidly growing complex of structures. You can click on the image to view the full sheet.

In September of that year, articles of incorporation were submitted for a new entity to combine RBC and Riter’s Elite Brewery. The Fourth Street complex would be further enlarged as part of this transaction.

All company assets were officially transferred to the new company, Reno Brewing Company, Inc., in December of 1904. Riter’s Elite Steam Beer soon disappeared from advertisements.

In March of 1906, the sign company of Holman and Murray completed an 18-foot-square mural on the side of the new brick bottling plant depicting an elk head inside a horseshoe, which was the company’s trademark. It also included Sierra’s slogan, “The beer that will make Nevada famous” as seen in this 1950s photo.

C. T. Bender, C. W. Mapes, John Whitson, and Carl Belz bought the brewery in July of 1906 with plans to double the production capacity.

Just kidding…the founders bought it back that October.

But the increased capacity was no joke. By the Summer of 1907, RBC was able to produce 250 barrels per day in a five-story brick building attached to the west side of the complex. A beer cooler, malt conveyor, and malt bin were located on the first floor. The beer cooker and rice kettle were on the second floor. There was a mash tub plus a scale and hopper on the third floor. The fourth floor was used for grain storage and also held a hot water tank and malt hopper. The fifth floor held a grinding mill and cold water tank.

Sierra was advertised as a substitute for coffee in the home as well as a “natural tonic” and a “temperance drink.” It was marketed to ladies in part because it contained less alcohol than many patent medicines.

Increased capacity meant more variety. In addition to Sierra Beer, RBC also brewed Malt Rose and Royal Lager.

The company tried from the very beginning to stress health benefits of drinking beer, mainly to counter claims made by organizations like the Woman’s Christian Temperance Union.

By 1916, RBC was engaged in a full-on messaging war with the temperance ladies.

Management took notice of the growing dry sentiment and added soft drinks to their product mix. The dry vote won and prohibition went into effect in Nevada in December of 1918. The law prevented anyone from brewing beverages, even if they contained no alcohol at all. That meant no near beer and no malted milk.

An amendment to the legislation was sent to Carson City and introduced by Senator Harringon in March of 1919. This amendment would allow the manufacture and sale of near beer as well as flavoring extracts and perfumes. Several near beers were tested so decisions could be made based on scientific data.

The amendment passed and Renoites rejoiced. At least those who enjoy cooking with vanilla extract. RBC, briefly rebranded as Nevada Products Company during Prohibition, pivoted to a near beer called Sierra Beverage, containing one-tenth of one percent alcohol. Their enthusiasm was palpable.

In addition to selling the Acme beverage, the company also distributed Bevo, a soft drink produced by Anheuser-Busch as well as a Prohibition-compliant version of Budweiser. RBC bottled several soft drinks during Prohibition including Orange Crush, Coca-Cola, and Whistle.

A “New Style Lager” sounded promising but probably tasted like sadness.

A malt tonic permit was requested in January of 1929 and approved.

The feds changed the malt solids percentage that summer from 12 to 20 percent because people were obviously making it into drinks, regardless of how disgusting it tasted. As the country discussed the possibility of repealing Prohibition in the Summer of 1932, RBC announced the sale of brewer’s wort in five-gallon buckets.

That December, Jacob Hook was quoted as saying, “First we make good beer. Then we spoil it to make near beer.” The company had preserved its trademarks for Sierra and Royal beers, hoping production could resume. Prohibition was partially repealed with only 3.2 beer being allowed in the Spring of 1933.

The City of Reno received 54 applications for beer licenses on April 5 of that year. 25 of those were from bars and clubs, 16 from restaurants, and 10 from grocers.

People started lining up outside RBC beginning at midnight on April 7 waiting to make their purchases. The entire stock of 3,720 gallons of bottled beer was sold during this rush. The company began commercial beer delivery at 6 am and cranked out 120 barrels per day to meet demand. That December, liquor was once again legalized and RBC was able to resume selling full-strength 4-percent Sierra.

Royal Beer was marketed with a cap can manufactured by Continental Can Company in 1936. This allowed protection from light plus a clean pour. Sierra Beer continued to be sold in bottles and kegs.

Company president, Peter Dohr, died of pneumonia in February of 1937. Jacob Hook then became president and his son, Edmund, served as secretary. Ed had also become the brewmaster and his son, Jake, was the assistant brewmaster.

One Sound State Beer was added to the lineup in 1938 as a nod to Nevada’s campaign hyping the state’s economic position and tax laws.

Jacob Hook died in January of 1940 after an illness of several months. In February, RBC announced they were building a huge bottling plant just west of the brewery. This facility was reportedly designed by Frederic DeLongchamps, although I didn’t see any contemporaneous mention of an architect. The firm of Hilton and Leatherman was awarded the building contract.

The cantilever roof structure is shown under construction in April of 1940.

The new bottling plant opened in July of that year. It had ten traditional wire glass skylights on the top of the roof and five along the front. The office was located at the northwest corner and had air conditioning. A rail siding went between the brewery and bottling works. The old bottling plant was used as a warehouse.

The front of the building had loads of plate glass so people walking by could see the bottling process in action.

Ed Hook died of acute myocarditis in December of 1940 at the age of only 52. Peter Dohr’s son, Roland, was the company president when he bought out the remaining Hook family shareholders in March of 1943. Roland’s wife, Myrtle, became vice-president. That was a fateful decision.

An extensive plant remodeling project began at the end of 1948. In January of 1950, the fermentation room was essentially rebuilt. The company spent more than $125,000 in just over two years.

1950s [Photographs], Nevada Historical Society

RBC became a Hamm’s distributor in February of 1950.

Throughout 1951, the company advertised ongoing plant improvements but their revenue didn’t come close to justifying the costs.

In May of 1954, it was announced that ownership of Reno Brewing Co. was transferred via a deed and bill of sale to LaVere Redfield. At the time, Redfield stated the brewery would continue to operate but refused to give any additional information. Roland Dohr stayed on as President at the time and stated only the ownership had changed and this would allow more aggressive growth. It was said that Redfield acquired everything but the actual business itself.

This prompted a lawsuit to be filed by Lloyd Baker, who claimed he had a contract for selling the brewery as well as 258 shares of company stock, which Dohr claimed to own. He stated he had lost $55,000 in commission and accused Redfield and Dohr of a conspiracy to deprive him of this income. He sued for more than $126,000 and claimed the sale had violated Nevada law because creditors weren’t notified in advance.

The company’s answer claimed Redfield was basically just a creditor and the property transfer was essentially a mortgage. That’s definitely not how the story was initially reported. The property was allegedly still for sale and Baker’s whole arrangement was still in effect, assuming he could find a buyer.

Myrtle Dohr filed for divorce in December of 1955 and the decree was granted in May of 1956. There’s no way to concisely explain all of the drama. She ended up ousting poor Roland and taking over the company while currying favor with Redfield but also suing him. Their 1954 deal apparently stipulated that said he would reconvey the property back to them once they repaid $80,000. But then he wouldn’t, even though they claimed they actually overpaid $200,000. But then it sounded like it was only a verbal agreement. Either way, they eventually lost and had to pay Redfield nearly $185,000 instead.

In November of 1956, RBC was sued by Mint Wholesale Beverage Distributors for $400,000 over a contract to distribute Sierra Beer in California. It appeared RBC just decided not to supply the 200,000 cases of beer each year for five years but in actuality, they couldn’t even begin to fulfill the agreement. They would have lost approximately 26 cents on every case of beer if they had tried to complete the deal. RBC shut down in the Spring of 1957.

LaVere Redfield was charged with several counts of tax evasion. He claimed to only be a creditor to the brewery but he deducted RBC corporate losses from his tax returns. It was very complicated. Ultimately, the whole shebang went up for sale in October of 1958.

Norman H Biltz submitted the highest bid at a total of $315,000 for the real estate only. However, that bid wasn’t accepted. The property was finally sold to Frontier Land and Cattle Co. in March of 1959. At the time, Joe Hobson said he planned to demolish the brewery structures and remodel the bottling plant into a casino and hofbrau-type beer garden. Demolition was well underway by June of 1959.

This is the west side of the five-story brewery building where the rail siding ran between it and the neighboring bottling operation to the west.

Plant equipment was cut up and taken out with a crane.

The old bottling house was photographed in April of 1961 by the Washoe County Assessor’s Office.

The casino and beer garden never progressed beyond the conceptual stage and the 1940 bottling plant was used as Washoe County Republican headquarters in 1962. It also hosted church rummage sales.

The east part of the property was home to Nevada Auto Wholesalers in the mid-1960s as well as Bill’s Drive In Liquor. The bottling plant was partitioned and AAMCO Transmissions leased the west end of the building toward the end of 1966. The space east of them was an auto body shop for several years. There was a tire store, an electronics wholesaler, and the irrigation division of a plumbing supply company. After R Supply Co. vacated the building around 1998, the building went quiet. In the mid-2000s, it was vacant with boarded up windows.

Spencer Hobson was interviewed for a feature article about Hobson Square Gallery, the Artown collective, and what they were calling the Salvagery in 2012. The property was being cleaned up and Hobson had great ideas for bringing it back to life. However, Frontier sold the property around February of 2021.

It has since received a new roof and a remodeling permit was issued in December of 2025. The current plan appears to be a subdivided space for retail and dining establishments.

This is how the former site of Reno Brewing Company looks today:

I’m absolutely amazed that no one ruined this building by painting the brick and infilling the majority of the openings. And the skylights are intact! It has a very odd shape and although I’m not a big fan of the Streamline Moderne style, I certainly hope its historical elements are preserved. I’m interested to see if the current owners are able to bring it back to life.

Side note: If you’re interested in seeing labeling and bottle designs throughout the years, check out Nevada History Through Glass: The Nevada Bottle Book Volume 1 by Fred Holabird. It’s available to check out for free online at Archive.org.

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