SENECA — Brews on the Alley has become a staple in Seneca’s social scene over the past decade, redefining the local beverage experience as Oconee County’s first hybrid coffee and craft beer bar. Combining two beloved staples under one roof, the establishment stands out as one of the Upstate region’s pioneering ventures, offering both artisanal coffee and a variety of craft beers.
With 20 beer taps — including a rotating nitro option — Brews on the Alley offers a diverse menu that caters to a wide range of palates. From traditional German lagers and rich stouts to popular IPAs and crisp ciders, beer enthusiasts have ample choices. Coffee lovers can indulge in expertly brewed lattes, espressos, and other specialty options. The café’s cozy seating and relaxing atmosphere make it an ideal spot for both a caffeine boost and casual social gatherings.
Owner Matt Heriottou explained the concept behind the name and business model, emphasizing versatility and passion for both beverages.
“You brew coffee, you brew beer, and that’s kind of where the name Brews came from,” said Heriottou. “You occupy a physical location 24 hours a day. That gives us a product offering we can offer earlier in the day to people and that kind of maximizes the functionality of the space.”
Heriottou shared his personal preferences, noting his love for coffee and beer and how his tastes have evolved. “For me, a standard latte, a 20-ounce latte with four shots of espresso,” he quipped, adding that his beer preferences have shifted over time. “Originally, and I still do love Imperial stouts, I have transitioned more. IPA has definitely had its day. I’ve really fallen in love more with traditional German-style beers — Märzen lagers, pilsners — and then all my regulars will know Kölsch is my go-to.”
The bar is committed to inclusivity, offering a variety of non-alcoholic options so patrons can join friends without the pressure of consuming alcohol. General Manager Emily Riggs highlighted this welcoming approach:
“We have a lot of non-alcoholic options, so there’s never any obligation to feel like you have to drink if you’re coming out with friends,” Riggs said. “It’s just a place where I feel like everyone can come and enjoy something.”
Beyond coffee and craft beer, Brews on the Alley offers smoothies, assorted wines, pastries from Cardamom Bake Shop, and personal pizzas. This variety has cemented Brews’ role as more than just a bar or café — it’s a versatile, family-friendly space that brings people together.
More Than Just Drinks: A Hub for Community Connection
Heriottou emphasized that the goal behind Brews on the Alley was always about creating more than just a place to grab a drink. He envisioned a welcoming space — one that could play a role in the revitalization of downtown Seneca.
“Without a doubt that’s what we wanted to be,” Heriottou said. “A lot of craft beer shops were growler and retail package to go. My focus was turning the place into an on-premises location. Through conversation and discussion, we all came to a consensus that we wanted to be a part of a downtown rehabilitation.”
This sense of community has grown over the years, with Brews on the Alley becoming a gathering place for locals and visitors alike. The annual Christmas party is a prime example, bringing customers and staff together in a celebration of friendship and gratitude.
“I’ve made so many friends … to where you’re not a commercial location,” said Heriottou. “We have regulars, you know. Our Christmas party, where we celebrate our customers and invite them, is at capacity every year. Community is a massive part of being in a downtown location. Your customers become your friends; they become, in some cases, family.”
Heriottou expressed deep appreciation for the support the business has received from both Seneca and the greater Oconee County community over the years. His vision for Brews is clear: to continue growing and serving the community for another decade and beyond.
“We thank the city of Seneca and all of Oconee County for being part of this journey,” Heriottou said. “Our goal is to continue building connections and being a part of this community for years to come.”
Brews on the Alley’s combination of craft beer, specialty coffee, community spirit, and welcoming atmosphere ensures that its influence on Seneca’s local culture will endure for years ahead.
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