After years of planning, beers will served at Halls Gap's newest venue on Saturday.
Paper Scissors Rock Brew Co. will open its doors for the first time at the weekend after three-and-a-half years of planning.
Marty Schoo, Will Hudson and Pat Calvird are the brains behind the microbrewery, coming up with the business idea "over a few beers".
"Every holiday town these days - Bright, Beechworth, Anglesea - they all have microbreweries. It has almost become an expected thing," Mr Schoo said.
"We realised there was a real opportunity to bring something like that to Halls Gap and we got to the point the idea kept growing legs where we just had to make it happen.
"Pat and I have brewed a bit before and Will is involved in the local hospitality industry so that's how the idea was sort of born."
The brewery is located next to the Halls Gap information centre at the Grampians Road and Heath Street intersection. Mr Schoo said the location is ideal.
"The building we are in now is the old information centre so it's a pretty great spot," he said.
"We have glass walls, so looking out you get this picturesque view of the Grampians as well as the brilliant new mural that has been completed.
"It has all taken a bit longer than we would have liked with permits and trades delaying things beyond our control, but we are all good for Saturday."
Eight beers will be served on tap at the new venue, from a variety of IPA and pale ales to one for the everyday beer drinker.
"There will be something for everyone," Mr Schoo said.
"There are beers for people into pale ales an that type of thing as well as one for the everyday punter.
"We know some people aren't as adventurous as others so we have a normal beer, which we have aptly titled 'normal beer'.
"We will also have food suited to the beers we serve and will have regular live music and tasting nights to really boost the atmosphere up our end of the town."
As with all businesses, the name is crucial to drawing people in. Mr Schoo said the group came across their name "accidentally".
"We had three names we were trying to choose between when Will said how about we paper, scissors, rock for it," he said.
"We thought he was throwing an extra name in the ring but he just wanted to use paper, scissors, rock to pick a name. We liked the idea of having that as our name straight away, we don't take ourselves too seriously so it suits that and it is a bit unique too."
Mr Schoo said they will host events around the brewery's namesake.
"We have plans to have monthly paper, scissors, rock events where people can progress through and win something on the night," he said.
Sitting in the heart of a wine-dominant region, Mr Schoo said he believes the brewery will be able to co-exist well in the community.
"We have made a conscious effort to fit in to both the community and industry. We are aware we will draw in people that might not have come before and want to work to ensure that has a positive impact on the bigger picture," he said.
"We are mindful the microbrewery market will tie directly into wine market. We are keen to tap into those wine trails.
"There are a few other brewery setups around who we have touched base with and want to work collaboratively with.
"Hopefully we can continue to lift the bar of where we want our town and region to be."
The brewery will be open seven days a week at 119 Grampians Road, Halls Gap.
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