In an Instagram announcement posted this week, Julian Beer Company revealed it has been quietly developing “restaurant #2” since last summer. The teaser video offered a first glimpse inside the still-under-construction space alongside a promise of “smash burgers, tallow fries & beer this town has yet to see,” signaling a more focused fast-casual concept compared to the company's sprawling existing operation. The company said an opening date remains to be determined but is targeting a debut sometime this summer.
While the exact address of the new restaurant has not yet been publicly disclosed, the announcement immediately generated excitement among the brewery's loyal followers, particularly after mention of beef tallow fries - an increasingly trendy preparation method prized for its crisp texture and rich flavor. The new concept also appears positioned to complement rather than replace Julian Beer Company's existing Main Street operation.
Founded in 2011 and substantially revamped in 2018, Julian Beer Company has become one of the best-known food and beverage destinations in San Diego County's mountain region. Located in the heart of Julian's historic district at 2307 Main Street, the venue evolved from a smaller craft brewery into a sprawling eatery, beer hall, live music venue, and gathering place that helped modernize Julian's hospitality scene while still embracing the town's rustic Gold Rush-era character.
Behind Julian Beer Company is one of San Diego craft beer's most recognizable brewing families. The business traces back to Pizza Port co-founder Vince Marsaglia and members of the Marsaglia family, whose influence helped shape Southern California's modern craft beer scene through ventures including Pizza Port and The Lost Abbey. That brewing pedigree helped give Julian Beer Company immediate credibility when it relaunched and expanded its Main Street presence in recent years.
The brewery built much of its reputation around smoked barbecue, craft beer, pizza, and communal indoor-outdoor dining. Over the years, it has become especially popular with weekend tourists heading to Julian for apple pie, snow days, hiking, and mountain getaways. Their current menu features brisket sandwiches, smoked meats, barbecue platters, pizzas, wings, burgers, and farmhouse-inspired beers brewed onsite, alongside regular live music and event programming.
The company's growth mirrors the broader evolution of Julian itself, which has increasingly transformed from a quiet historic mining town into a year-round culinary and tourism destination drawing visitors from across Southern California. In recent years, Julian's food and beverage scene has expanded well beyond pie shops and country diners, with breweries, wineries, cider houses, elevated restaurants, and specialty food concepts helping reshape the mountain town's identity. Other notable beer-focused destinations in the area include Nickel Beer Company, one of Julian's longtime craft brewing pioneers.
The new Julian Beer Company concept also arrives as smashburger-focused eateries continue to explode in popularity throughout San Diego County, with diners increasingly gravitating toward stripped-down menus centered around high-quality burgers, fries, and beer.
For now, Julian Beer Company has not publicly revealed the name of the second concept, the precise location, or a finalized opening date. But if the early social media response is any indication, anticipation is already running high for what could become another major draw in Julian's evolving food scene.
Julian Beer Company is located at 2307 Main Street in Julian. For more information and updates on the new restaurant, visit Julian Beer Company or follow the company on Instagram.
Originally published on May 14, 2025.
