The Alfred Collective | Torch and Crown
We love giving our residents their favorites before they even have to ask.
When we discovered Torch and Crown, it was a no brainer to partner so we could give our New York City residents local beers the day they place an order.
How long has Torch & Crown been in business? Tell us about everything from the inspiration behind choosing the name to how you decide on each brew.
We brewed our first batch of Almost Famous in January of 2019 here in New York City, and it’s been a wild ride ever since! We opened our flagship brewery & restaurant on October 23rd, 2020 in the middle of a pandemic, and as we approach our first anniversary, we’re happy to say that NYC has embraced us in a huge way, both for the quality and creativity of our beer, and for the unique experience we’re offering here in the city.
Why is the community so important to the brand?
We all came to New York City for its undefinable energy, its unity of ambition, its diversity, creativity, and that edge you can’t find anywhere else in the world. It drives us forward as a brewery. Our slogan is “Manhattan’s Brewery” on purpose…we’re aiming to be a fundamental part of the fabric here in Manhattan and around NYC. New York City has a rich history of brewing, as does Manhattan, but it hasn’t had a brand made on the island in a long time. We put ourselves in the heart of the action, right in Lower Manhattan, on purpose.
Tell us what makes Torch & Crown so impactful to your community?
We live here with you. We work here with you. We go to the same grocery stores, barber shops, bars & restaurants…we’re not some huge brand that just drops their beer off at a store and calls it day. We support local causes, and we’re here for the long haul in the city.
Why is the city’s energy so important to the brand?
Our Mission Statement at Torch & Crown — “Torch & Crown Brewing Company exists to embody the ambition, vibrancy, diversity, and progress that defines New York City. We are here to bring New York City closer to beer than it’s ever been before.”
NYC, and Manhattan, is who we are and the audience we’re trying to reach. It keeps us going.
Who is your customer?
Anyone who loves beer! We think there’s a beer for everyone, and we create our portfolio to resonate with that idea…approachable styles, made to the highest quality, and available fresh to you whenever you want some. We guarantee we can turn you into a huge fan of great beer…even if you swear you don’t like it.
What excited you most about partnering with Alfred?
We think that local beer delivery from local breweries is the future! Why suffer through old, dusty bodega beer that’s 6 months old (or more) when you can get fresh, cold beer delivered straight from the source easily and conveniently? Alfred’s customers and residents appreciate the difference, and we know we can deliver a lot of value there. Our beer is always changing as well, so Alfred’s customers get access to the latest beer styles we’ve made!
What are the brand plans for the future?
We’ll obviously see where it goes, but we really want Torch & Crown to be the accessible, local brewery for New York City. We’d love to continue to expand our delivery service, and ideally open a few more locations so you can enjoy our beer, food, and hospitality all around the city. We’ll always be brewed and packaged in NYC regardless, and we think that’s the real difference.