“We’re really blessed in Cape May to have a hyperlocal base,” Pashley says.
Weekends are busy throughout the year and while weekdays during the offseason are a little tamer, they still have plenty of regulars who show up. The brewery does little to advertise or promote beyond its current clientele - as the beer aficionados on vacation learn about the place via word of mouth or by searching online.
Regardless of that lack of promotion, during the summer, Pashley says, “Any day can be bananas. We have earlier mornings and later nights making sure we have beer available as demand grows.”
Whereas some of the Shore breweries now have cans and draft lines up and down the state and beyond, that’s not in Gusto’s plans. The only place to get a four pack to go is at Gusto’s tap room, which, alongside a Cape May restaurant - The Mad Batter, is also the only place to get it on draft.
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“We have no aspirations of national distribution or being in every bar and restaurant,” Pashley says. “We are a community meeting place where you can talk to one another and get a cross section of what life in Cape May County is like.”
Pashley and the rest of the Gusto team are very focused on maintaining the local vibes.
The events they hold in the offseason are catered to what locals want and run by the bar itself versus hiring external talent. So the Gusto team picks the trivia questions for quiz night and has a homemade karaoke rig for Friday nights. The enthusiasm for the latter surprised him.
“I thought there was no way people would want to do it,” Pashley says. “It is unreal the energy that happens. It feels like you’re at our house party with fifty of your closest friends.”
In the summer, they keep events to a minimum.
“If you put a band in there, you’ve lost 80 square feet of space,” Pashley says. “Don’t want the bar to feel like they’re sardines packed in a can.”
Gusto had a great offseason and is doing its best to ramp up production so it can have 12 beers on tap during the busy months ahead.
“We can only sell what we make and can only make it as fast as the chemical process will let us,” Pashley says.
Now that the summer season is approaching, I asked how the vibes change (or not change).
“From my experience living in Cape May County, there’s an understanding that when you decide to live here, you sign that unwritten contract that you’re going to get a lot of visitors,” Pashley says.
Not every resident loves when the pace speeds up and traffic slows, but at Gusto, he says, “We’ve built an environment where a tourist can come in and feel like a local.”
