‘Keep on trucking’: Grateful Dead-themed Powhatan brewery to continue on after co-founder’s death

(From left) Tim Torrez, head brewer Brian Knight and Jason Miller. (BizSense file)

As it grapples with the death of one of its co-founders, Powhatan-based Crazy Rooster Brewing Co. is carrying on and taking a bigger step into distribution.

Tim Torrez, a co-founder and co-owner of the four-year-old Grateful Dead-themed brewery, died on Aug. 18 from complications due to pancreatic cancer. He was 55. 

A Pittsburgh native and Virginia Tech alum, Torrez spent much of his career in engineering. It was in that industry where he met Jason Miller, when the two were working for the same company in the late ’90s. Though they each wound up leaving that employer for other jobs, they stayed close friends and reconvened in 2019 to take the leap into the beer business. 

Tim Torrez

Torrez had many other interests outside of his career: he was a board member at the Richmond Railroad Museum, played recreational softball, DJ’d weddings, and traveled extensively.

Miller, a longtime home brewer, said he didn’t know Torrez had so many other hobbies when he asked his friend about linking up to start Crazy Rooster.

“Basically, it was not possible for Tim to not be doing something. He had to remain active in whatever it was, and a large part of that also was making things fun for other people. Had I known that he was in so many things I might have been like, ‘Are you sure you want to do this, man?’” Miller said. “After he sampled some of my home brews to make sure that it was legit, he was like, ‘Yeah, I’ll do this.’”

Torrez was diagnosed with pancreatic cancer in July, yet he still made it out to a few beer-industry festival events to spread the word about Crazy Rooster. 

“He had a love to go to that stuff and talk to people and talk about Crazy Rooster, all the way up to when he was actually diagnosed,” Miller said. “Tim’s job was to come here and talk to the people – our customers and our friends.”

Beyond being the face of the company, Torrez’s other duties at Crazy Rooster included everything from managing the brewery’s taxes and payroll, to leading the Crazy Rooster run club and bingo nights. 

Torrez’s passing coincides with Crazy Rooster taking a bigger step into distribution through a deal it recently signed with Pretty Ugly Distribution, an arrangement that’ll bring the brewery’s products to local shops and restaurants. It’s something Miller described as a huge moment in the brewery’s life. 

Torrez and Miller in Crazy Rooster tie-dye.

Miller said it’s been a mad scramble leading the brewery without his partner, but he’s determined to keep the business running, particularly since that’s what Torrez would want.

“Tim and I worked really hard to get Crazy Rooster where it is right now…Tim certainly wouldn’t want me to give up on it. So yeah, we’re going to keep on trucking,” Miller said.

“(There’s) definitely a big, heavy weight on my shoulders right now that I’m trying to sort out what I’m going to do. We’re still getting through this moment of shock.”

Miller said he chose to close the brewery last weekend after learning of Torrez’s passing, but that it’s open again this week and planning to host a celebration for Torrez at the brewery at 1560 Oakbridge Drive sometime soon. 

“I just felt it was most appropriate that we all take some time to kind of gather ourselves,” he said of the decision to close last weekend.  “We’re going to do a celebration of life party with some of our favorite musicians that come through here, and we’ll have a big old fiesta, Tim Torrez-style.” 

A memorial service for Torrez is planned to be held this Friday in his hometown of Pittsburgh, details of which are available here.