Incendiary Brewing Company stands as a testament to the idea that great beer is a blend of technical precision, local history, and the courage to fail. Based in North Carolina, this craft brewery has evolved from a humble homebrewing experiment between two high school friends into a regional powerhouse with four distinct locations. Known primarily for its aggressive IPAs, velvety imperial stouts, and the revitalization of historic industrial spaces, Incendiary has redefined what a "taproom experience" looks like in the modern American South.

The brewery’s flagship location in Winston-Salem is housed within the historic Bailey Power Plant, a site once central to the R.J. Reynolds Tobacco Company. By transforming the "Coalpit"—the cavernous outdoor area where coal was once delivered to power the factory—into a vibrant community hub, founders Brandon Branscome and John Bacon created more than just a place to drink; they created a landmark.

The Journey from a Failed Brown Ale to National Accolades

The roots of Incendiary Brewing Company stretch back to 1997. Brandon Branscome and John Bacon, both natives of Winston-Salem and graduates of North Forsyth High School, were students at the University of North Carolina at Greensboro when they attempted their first batch of homebrew. By their own admission, it was a disaster—a failed brown ale that ended up being poured down the drain. In an era where the internet was in its infancy and homebrewing resources were scarce, the duo put their brewing dreams on hold to focus on their business degrees and careers.

It wasn't until 2013, when the two found themselves as neighbors, that the spark was reignited. This time, the information age provided the tools they lacked in the 90s. They spent weekends refining recipes, troubleshooting fermentation temperatures, and mastering water chemistry. Their hobby quickly transitioned into a competitive pursuit.

Their technical prowess was validated on the national stage. Before ever opening a commercial brewery, they secured first-place finishes in categories like American IPA, Wood-Aged Beer, and Spiced Beer. Their most significant achievement came in 2016 at the Masters Championship of Amateur Brewing, where their IPA beat out approximately 450 other entries to take the top prize. This victory, combined with steady encouragement from the local Winston-Salem community, laid the groundwork for the official launch of Incendiary Brewing Company during Labor Day weekend in 2018.

The Architecture of Atmosphere Across Four Locations

Incendiary Brewing Company is unique in that each of its locations offers a distinct vibe while maintaining the brand's commitment to bold aesthetics and community integration.

Winston-Salem: The Industrial Flagship

Located at 486 N Patterson Ave, the Winston-Salem taproom is the heart of the operation. The design leans heavily into the "steampunk" and industrial heritage of the Bailey Power Plant. Inside, the taproom features exposed brick, massive windows, and steel accents. However, the true draw is the Coalpit.

The Coalpit is a sunken outdoor courtyard shared with other local businesses. It feels like an urban amphitheater. On a typical Friday night, the space is filled with the smell of wood-fired pizza from neighboring restaurants and the sounds of live music. Despite a massive storm on its opening weekend in 2018—a local legend that regular patrons still discuss—the venue has become the premier outdoor gathering spot in the city.

Lewisville: The Suburban Retreat

In 2022, Incendiary expanded to Lewisville at 5495 Williams Road. This location serves a different demographic, offering a more relaxed, family-friendly environment. While the Winston-Salem site is gritty and urban, the Lewisville taproom provides a spacious retreat with ample parking and a focus on local community events. It retains the high-quality draft list but trades the power plant’s intensity for a more traditional, welcoming brewery feel.

Raleigh: Urban Innovation at Bloc 83

The Raleigh location, situated at 612 W Morgan St within the Bloc 83 development, brought Incendiary’s bold flavors to the state capital. The Raleigh taproom is noted for its sleek design, including a unique inlaid bartop with an integrated lighting display. It bridges the gap between the industrial roots of the brand and the high-tech, fast-paced energy of downtown Raleigh. It features a vibrant outdoor seating area and is within walking distance of some of the city's best food halls.

Greensboro: Coming Home to the Triad

The newest addition to the portfolio is the Greensboro location. This expansion represents a full circle for Branscome and Bacon, returning to the city where they first attended university and where their first (unsuccessful) brewing attempt took place. Like the other sites, the Greensboro taproom focuses on creating a social "third space" that balances high-end beer production with local entertainment.

A Technical Deep Dive into the Incendiary Tap List

The reputation of Incendiary is built on "big" beers. While they brew clean lagers and refreshing pilsners, they are most famous for their high-ABV imperial stouts and hazy New England IPAs.

The IPA Program: Hops and Balance

Incendiary’s IPA philosophy revolves around freshness and aromatic intensity.

  • Sunrise Sex Ride: An award-winning American IPA that has become a staple for the brewery. It sits at 6.9% ABV and 68 IBU, offering a classic citrus and pine profile with a crisp finish.
  • The Shift Series: A rotating series of New England/Hazy IPAs, often color-coded (Shift: Green, Shift: Red, Shift: Yellow). These beers typically clock in around 8.1% ABV and focus on "juice-forward" tropical notes like mango, pineapple, and guava, with a soft, pillowy mouthfeel and minimal bitterness.
  • King Tide of the Harvest Moon: A robust Imperial IPA (8.0% ABV) that showcases the brewery's ability to handle higher alcohol content without sacrificing drinkability.

The Stout Program: Dark and Decadent

For many craft beer aficionados, Incendiary is synonymous with "Pastry Stouts" and barrel-aged monsters.

  • Shade of Lies: A massive Imperial Stout (11.3% ABV) that serves as the base for many of their most sought-after variants. It is thick, viscous, and offers deep notes of dark chocolate and roasted malts.
  • Dulce Muerte: Another heavyweight (11.4% ABV), this stout often features additions like coffee, vanilla, or cinnamon, mimicking the flavors of Mexican hot chocolate or decadent desserts.
  • Specialty Variants: In our observation of their release cycles, Incendiary frequently experiments with adjuncts like coconut, maple syrup, and even "marionberry" in their barrel-aged series. Their "Our Darkest Days" series represents some of the highest-rated beers in the state, often aged in bourbon or rye barrels for over a year.

Beyond the Heavyweights: Sours and Lagers

Recognizing that not everyone wants a 12% ABV stout in the middle of a North Carolina summer, the brewery maintains a diverse lineup.

  • Pallida: An Italian-style Pilsner (4.3% ABV) that provides a crisp, floral alternative to the heavier ales. It is a favorite among the brewing staff for its technical simplicity and refreshment.
  • Death to Kettle Sours (DTKS): A provocative series name for their fruited Berliner Weisses. Despite the name, these beers are approachable and tart, often featuring flavors like "Blueberry Lemon Bar" or "Key Lime Pie" (4.3% ABV).
  • Schwarzbier: A traditional German black lager (5.0% ABV) that offers the roasty notes of a stout with the light body and clean finish of a lager.

The Ember’s Society and the Ashes Club

To cater to their most dedicated fans, Incendiary Brewing Company operates exclusive beer clubs: the "Ember’s Society" and the "Ashes Club." These programs are designed for collectors and enthusiasts who want guaranteed access to limited-edition barrel-aged releases. Members often receive custom glassware, early access to bottle sales, and invitations to private tasting events. This model has helped Incendiary build a stable, loyal community that transcends the typical casual taproom visitor.

Community Culture: More Than Just a Bar

The "Incendiary experience" is defined by its social programming. The brewery operates under a strict code of conduct that emphasizes inclusivity.

Family and Pet Policies

Incendiary is widely known as a dog-friendly establishment. At most locations, well-behaved, leashed dogs are welcome both inside and out. The Winston-Salem location even offers treats for dogs wearing Incendiary bandanas. However, at the Raleigh location, dogs are limited to the taproom and are prohibited from the adjacent courtyard due to local regulations.

Children are also welcome, provided they remain under strict parental supervision. The brewery’s vast open spaces, particularly the Coalpit, make it a popular spot for families, though the staff maintains a "no scooters or bikes" policy for safety during peak hours.

The Food Connection

One of the smartest business moves Incendiary made was its decision to focus on beer rather than running a full kitchen. By partnering with neighboring restaurants, they allow patrons to bring in outside food. In Winston-Salem, Cugino Forno Pizzeria is the unofficial food partner, with patrons frequently carrying boxes of authentic Neapolitan pizza directly into the taproom. In Lewisville, guests can order charcuterie boxes via QR codes at the bar.

Events and Entertainment

The weekly calendar at Incendiary is usually packed:

  • Trivia Nights: A staple at the Winston-Salem and Lewisville locations, typically held on Wednesday evenings.
  • Coalpit Live: A summer concert series in Winston-Salem that features regional and national acts, turning the brewery into a legitimate music venue.
  • The Anniversary Bash: Held every Labor Day weekend, this event often features high-profile musical acts (like Better Than Ezra) and special bottle releases to celebrate the brewery’s birthday.

Logistics for the Modern Visitor

If you are planning a visit to any of the Incendiary locations, here is what you need to know about the logistics:

  1. Parking:

    • Winston-Salem: There is no dedicated lot, but ample street parking is available on Patterson Ave and 4th St, along with two adjacent parking decks.
    • Lewisville: Overflow parking is available in the "old vineyard" area of the drive.
    • Raleigh: The parking deck on Boylan Ave is the most convenient option.

  2. Payments: All locations are modern and tech-forward, accepting debit cards, tap-to-pay, and contactless NFC payments.

  3. Non-Beer Options: For those in a group who don't drink beer, Incendiary offers a full bar at most locations, including wine, cider, and liquor. This makes it a versatile choice for corporate outings or large social gatherings.

  4. Flights: While beer flights are available for those who want to sample the variety, the brewery occasionally pauses flight service during "extreme volume" events or concerts to ensure efficient service at the bar.

Summary of the Incendiary Impact

Incendiary Brewing Company has successfully navigated the transition from the "craft beer boom" into a matured market by focusing on three pillars: technical excellence in brewing, the strategic revitalization of historic spaces, and a deep commitment to the community. Whether it is the award-winning IPA recipes that took years to perfect or the calculated risk of opening a massive outdoor venue in an old power plant, the brewery’s success is no accident. It remains a cornerstone of the North Carolina beer scene, offering a "bold flavor" that matches its fiery name.

Frequently Asked Questions

What are the most popular beers at Incendiary Brewing Company? The most popular choices are the Sunrise Sex Ride IPA, the Shift series of hazy IPAs, and the Shade of Lies Imperial Stout. Their Pallida Italian Pilsner is also highly regarded for those seeking a lighter option.

Can I bring my dog to Incendiary Brewing? Yes, leashed and well-behaved dogs are generally allowed. In Raleigh, dogs are permitted in the taproom but not in the courtyard. In Winston-Salem, the outdoor Coalpit is a very dog-friendly environment.

Does Incendiary Brewing serve food? No, the brewery focuses exclusively on beverages. However, they strongly encourage patrons to bring in food from neighboring restaurants or local food trucks.

Where is the original Incendiary Brewing located? The flagship location is in downtown Winston-Salem at the Bailey Power Plant (486 N Patterson Ave), which opened in 2018.

Is there a membership club for Incendiary Brewing? Yes, they offer the Ember’s Society and the Ashes Club for enthusiasts interested in exclusive barrel-aged beer releases and other perks.