'Forever Changed:' Hackettstown Brewery Adapts To COVID-19 Crisis

HACKETTSTOWN, NJ - When COVID-19 first forced the closure of Man Skirt Brewing, at 144 Main Street in Hackettstown, owner Joe Fisher thought he would be able to weather the storm for a few weeks. But those weeks stretched into months.

"Oh how naive we were," Fisher told Patch. "Once things really sunk in, I worked hard to pivot my business model to work with what we were allowed."

And that is exactly what Fisher did in order to keep the business, which launched in 2015, alive. The business became takeout and delivery focused, and they quickly added online ordering and increased their to-go offerings.

"Of course, we had just shut down production to add new tanks, so I almost immediately ran out of cans and then beer to put in cans," Fisher said. "So it was a real hustle to get production back up as quickly as possible."

That hustle paid off, and the business has thrived.

"Thanks to being able to be agile and change with the times, as well as a good staff, we've managed fairly well. I was able to keep my entire staff on, as well as pay staff who couldn't work due to immunocompromised relatives, without taking any loans," Fisher said. "I've always been a planner, and it really paid off for us here."

Fisher was also quick to thank his patrons and the local authorities.

"They have both gone above and beyond to help us already," he said. "Our patrons kept up the ordering during the time we weren't allowed on-site sales, and the town and state were both super lenient about getting us extra outdoor seating when we were."

Hobby Out Of Control

Man Skirt Brewing grew out of Fisher's home brewing hobby. The Staten Island, NY native has been in New Jersey since 2000 after completing degrees at the College of Staten Island and Stevens Tech.

"I'm now living in Hackettstown, a half mile from the brewery," he said.

But the idea, which started with a good friend of Fisher's, to do a co-op kitchen and brewery concept began fermenting in 2012.

"My hobby had grown way out of control since starting home brewing in 2008, I have a passion and aptitude for brewing, and I was looking to start my own business," Fisher said. "It seemed like the right time, so I made a business plan, shopped it around to banks, and started a brewery. Man Skirt officially opened for business October 3, 2015."

Forever Changed

Fisher said that the COVID-19 pandemic and subsequent changes, like moving from a self service model to a restaurant-like table service model, have helped.

"I've had to hire extra employees to support it, but I think it's a better experience for the customer and I may never go back," Fisher said. "I'm also hoping we get to continue doing local deliveries."

Fisher noted that while they don't make a whole lot of money doing it, it's pretty great to be able to provide the service as his focus has always been on community and the customer experience over anything else.

The changes, according to Fisher, may be here to stay.

"I think the way we do business is forever changed," he said.

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