Local Vendor Spotlight: East Channel Brewing Company
From left, Ted Majewski, Jordan Prunick and Joe DesJardins
See that seagull in East Channel Brewing Company’s logo? If you assumed it simply part of a generic scenic ode to life on Lake Superior, you’re wrong. He’s very important here.
That’s Itchee — a rescued gull that lived in a clawfoot bathtub in Joe DesJardins’ aunt and uncle’s back yard in Munising. He liked to eat potato chips and acted more like a pet dog than a transient wild bird, said Joe, and was so beloved he became part of the local lore and a mascot of sorts for brewery (and officially recognized in Itchee’s Washtub, LLC).
The seagull became part of the DesJardins family by flying into their sphere, and it’s a similarly true for anyone that visits the Munising brewery. They’re instantly welcomed in and part of the crew.
“We’re approachable and fun,” said Joe. “We are all family here, having a good time and really enjoying what we do.”
Like many in the craft beer industry, brewing started as a hobby for DesJardins.
“I really wanted to make my own Blatz and got a homebrew kit for Christmas,” said Joe. “It really started that simple. Me and my cousin were brewing on the weekends and made a family party out of it.”
His time as a student at Northern Michigan University aligned with a new wave of local microbreweries in Marquette — Blackrocks Brewery & Ore Dock Brewing Co. — and Joe thought something similar would be well-received in his hometown of Munising.
He partnered up with his brother-in-law Ted Majewski and along with the help of the rest of their large family, made it official.
“I’ve got a huge family and most of them live (in Munising), so it was all hands-on deck,” said Joe. “Ted and I would brew the beer and everyone would help out so it kept that same kind of spirit that you feel with homebrewing and allowed us to be together.”
They opened the first location, a small pub on Maple Street in 2016, and within a few years, they expanded into canning and distribution, eventually outgrowing the original brewing system. In late 2023, the company opened a larger production facility down the street to keep up with demand.
The initial startup was really exciting, said DesJardins, because it aligned with a bigger revitalization of Munising’s downtown district.
“It was a blast because at the same time as us, a lot of other people bought up other buildings and there were all sorts of new businesses popping up — a gallery, coffee shops, bike shops, an outdoor outfitters (also owned by Ted),” he said. “It’s been cool to watch it grow and be part of this collaborative, cumulative effort. Everybody’s supportive of each other. Around here, all ships rise with the tide.”
Trivia nights, yoga classes, knitting clubs, live music, and community events fill the pub’s calendar, keeping things familial and grounded, while tourist season brings in a huge influx of visitors that keep them on their toes. In the summer, you can also find wood-fired pizza from The Cooking Cadberry’s at the original pub.
The names for East Channel’s beers run the gamut, from honoring a late family member that grew hops along the shoreline (Old Tru’s), a Jim Croce song (Speedball Tucker), and even a funny thought while mopping (Hobo Nectar) In the Notch, one of the brewery’s most popular offerings, was inspired by sunsets viewed across the bay through a notch in the trees near Itchee’s old haunt on Lake Street. “Island’s Grand as Always” is something Joe’s dad would always say while boating — that’s his beagle on the front of the boat on the can illustration, too.
The company’s name is a salute to the view from the pub.
“If you look down Maple Street, it stares right out into the East Channel,” said Joe. “We wanted to honor the area but with something a little less direct.”
Water quality is important in production, said Joe, with Lake Superior being the obvious best source. Beyond that, the goal with creating new flavors is aiming to make something for everyone, even the Yoopers who have a die-hard allegiance to Busch Light. Hobo Nectar is for those guys, said Joe.
“We’re here for the everyday person,” he said. “You can come in and find something whether you like light beer, fruit beer, or something craftier. We want it to feel comfortable for everybody.”
Family involvement remains central to the operation today. DesJardins, Majewski, Jordan Prunick, and a small crew handle nearly everything themselves, from brewing and canning to events and expansion projects. DesJardins’ large extended family regularly pitches in during busy seasons.
Now, celebrating 10 years in operation, East Channel distributes throughout much of the Upper Peninsula, reaching as far east as Mackinac Island and into the central region at retail locations including the Marquette Food Co-op.
But despite the growth, DesJardins says the goal remains simple — brew good beer, maintain a welcoming space, and stay connected to the community that helped make it all possible.
“For us, it’s always been about atmosphere just as much as the beer,” he says. “We want people to come in, hang out, and feel at home.”
Learn more at www.eastchannelbrewery.com.
