Founded in 2016 by retired professional skateboarder Jordan Hoffart and marketer Jarred Doss, Black Plague quickly made its mark with grim reaper murals, coffin décor, and tongue-in-cheek beer names like Tony Hawps and Bring Out Your Dead. The brand paired its playful gothic style with award-winning beers, earning recognition at major competitions and establishing itself as a fixture in North County’s craft beer scene.
In addition to its flagship brewery, the company operated the Purgatory Lounge taproom in downtown Escondido and briefly ran a North Park outpost called Dearly Departed, which closed earlier this year. Despite efforts to expand and diversify, profitability remained elusive, and the company officially ceased operations on September 28.
The loss of Black Plague reflects broader challenges within San Diego’s once-thriving craft beer industry. Rising costs for ingredients, aluminum cans, and labor, combined with increased competition and shifting consumer tastes, have put unprecedented strain on independent brewers. Nationally, the craft beer sector has seen a contraction in recent years, with closures outpacing openings and many breweries consolidating or seeking new business models.
San Diego, long regarded as a craft beer capital, has not been immune. A growing number of local breweries have shut their doors, while some of the city’s most prominent names have struggled with debt, declining sales, or changes in ownership. Alternatives such as hard seltzers and ready-to-drink cocktails have further cut into market share, forcing breweries to rethink how they attract and retain customers.
Black Plague’s closure is particularly poignant given its loyal fan base and distinctive identity, which blended alternative culture with a community-driven taproom atmosphere. For many, the brewery’s demise is not only the loss of a favorite gathering place but also a symbol of how difficult it has become for small breweries to survive in a saturated and unforgiving market.
The fate of Black Plague’s facilities and brand remains uncertain, but its departure underscores the fragility of an industry that helped define San Diego’s cultural landscape over the past two decades. As the city’s craft beer scene continues to evolve, the memory of Black Plague will linger as both a cautionary tale and a reminder of the creativity and passion that fueled its rise.
Originally published on September 29, 2025. Information first reported by Brandon Hernandez of San Diego Beer News.
