Eric and Jesse McGowan have added to Maplewood’s vibrancy with the addition of Pallet Brewing, but opening a microbrewery comes with its challenges

Who wants to open a microbrewery?

No, that is not the name of a game show or a reality TV series on the Food Network. Considering the socio-economic challenges facing craft brewing today, including increased costs and regulatory hurdles, most wouldn’t entertain the question. Unless, of course, you ask Eric and Jesse McGowan. The couple opened Pallet Brewing in Maplewood in July 2025, and their story could read like a blueprint for those who raised their hand in response to the opening question.

The McGowans’ enthusiasm at the brewery’s opening was not naïve but reflected personal satisfaction from a job well done. Their approach has been measured, thorough, and maybe most importantly, adaptable.

Eric was raised in Connecticut but spent the first five years of his life in Maplewood, while Jesse is from Westfield. The two were living in the Washington, D.C. area but, wanting to have children, moved back to New Jersey two and a half years ago to be closer to family. The first part of their business equation was good fortune. Landing in Maplewood turned their hope of one day opening a brewery into the development of an actual plan. While Eric had extensive experience in the craft beer world, Jesse’s experience as an urban planner proved vital in all other aspects of the planning stages that, in her words, “had nothing to do with beer recipes.”

Experience vs. Hobby

Eric built a career in craft brewing. With more than ten years of prior experience, from Night Shift Brewing in Boston to Red Bear Brewing and Aslin Beer Company in the Washington, D.C. area, then to a part-time stint at Lion’s Roar Brewing in Westfield as they put in motion plans for Pallet, he has seen craft beer production from just about every angle. Beyond just making good beer, Eric’s sweat equity over the past decade has helped not only to create Pallet’s vision, but also to see it through.

PALLET WANTS THE BEER TO BE EASY TO UNDERSTAND AND TO IDENTIFY. “ALL OF THE BEERS ARE GOING BE NAMED AFTER COLORS, AND EACH FAMILY OF STYLES IS GOING TO HAVE THE SAME COLOR PALETTE.”

Location, Location, Location

The McGowans were drawn to the brewery’s location on Newark Way in Maplewood, a neighborhood dotted with houses and small manufacturing businesses, for a handful of reasons: a five-minute bike ride from home and a daycare spot for their growing toddler created personal flexibility. But from a business perspective, Pallet Brewing’s neighborhood is a walk-about for food lovers, with bustling restaurants, such as the ever-popular Artie’s, offering unique dining concepts—many of which are bring-your-own establishments. A couple of doors down, the Break Room loft space hosts “shared table” dining experiences run by Lumin Ecosystem. Around the block are Porta Rossa Pasta and Provisions, the Wheelhouse Cheese and More, and Corner Slice Pizza. A microbrewery right in the middle?

Location box checked.

When designing the space, Eric knew what he wanted. “There is demand for places to hang out and have a beer,” he says. “While the beer is obviously a super important part of the operatzion, we are creating a community space. You can have a drink, bring your kids, play a board game, listen to some music.”

Essex County has a large subset of previous Manhattan and Brooklyn dwellers, and while many who have moved to the suburbs long for something with an urban feel, Pallet has struck a balance in creating something welcoming to all—including families—in this former industrial building that was once an airplane parts factory.

“How Do We Get There?”

Talk is cheap. Dreams are, too. Building out a brewery from scratch is not. On top of the costs were dealing with governing bodies, laws and regulations, licensing, and inspections. The couple’s partnership in dividing the labor, covering all the details, and doing the research all made for an easier (not easy) road to opening. Jesse’s professional experience was vital in streamlining research, applying for grants and loans, and cutting through often-conflicting red tape from the various governing bodies and agencies involved.

“The New Jersey Economic Development Agency (NJEDA) has been amazing,” Jesse says, describing three grants from the organization: one that helped cover rent, one for some equipment costs, plus one to build their website. The two plan to apply for a fourth grant to help “offset general construction costs for small businesses,” she adds. “They really do offer a lot of support.” Having complementary skill sets definitely was to Jesse and Eric’s advantage in a process that is often akin to putting a puzzle together.

Beer Here!

The McGowans emphasize making good beer that is easy to drink. They want to stay consistent and true to the respective styles. “We want to appeal to somebody who doesn’t know much about beer, but then also the people who are like really, really into it,” Eric says, adding he’s less concerned about experimenting with new styles, especially gimmicky beers. “Not that we don’t want to experiment, but it’s not going to be like Lucky Charms beer.”

Pallet also wants the beer to be easy to understand and to identify. Says Jesse, “All of the beers are going be named after colors, and each family of styles is going to have the same color palette.” She notes that IPAs are blue, with Pallet’s first IPAs named Cobalt and Denim. “All the lagers are going to be yellow, pale ales will be green, and so on. The same with our cans. We just want to have very distinctive and clean visual identity.”

Tasting with Eric ahead of the opening, there is an obvious stylistic consistency to his beers: clean taste, beautiful clarity, really nice finishes. This was reinforced on a follow-up visit one night during business hours. Fellow tasters agreed. The lager, saison, and zwickelbier stood out, but everything tasted was a “would drink again.”

The McGowans’ objective is to create community. Beer is for everyone, and the McGowans would agree. The multi-hued mural in the tap room is emblematic of the vibrant neighborhood they landed in and the hope that Pallet Brewing is a welcoming space within it.

PALLET BREWING COMPANY
30 Newark Way, Maplewood
palletbrewing.com