Something new is brewing on Main Street in Vermillion.
XIX Brewing Company—founded by Ed Gerrish and Katey Ulrich—is the first of its kind in the college town. It offers a welcoming space for locals and visitors to gather, relax, and savor a taste of Vermillion’s unique character.
Publisher Alana Snyder and I made the trip down to XIX Brewing Company to see what the local business was all about.
When we arrived at 113 West Main Street, we were greeted with excitement by Ulrich and Gerrish.
As Alana geared up the cameras, I sat down with Ulrich and Gerrish to learn more about their business as a whole.
“When Ed and I met, we were talking offhand about how Vermillion needs a brewery, and I’d always wanted to own a bar,” said Ulrich.
Gerrish’s 17-year passion for home brewing and Ulrich’s love for both craft beer and Vermillion meshed well, and their dream of opening a community-oriented taproom blossomed.
“Two summers ago we started a rumor about ourselves saying there’s going to be a brewery opening in Vermillion, just to see how receptive the town would be,” admitted Ulrich.
“One day someone asked me, ‘Have you heard there’s a brewery coming to town?’ and I said, ‘Yes, I’ve heard,’” Gerrish shared with
a laugh.
Once Ulrich and Gerrish saw the community buzzing with excitement, it was go time.
The pair’s first big decision was to choose their stomping grounds. The co-owners knew their brewery was going to be dependent on location.
“We wanted to be downtown, but we needed a place that was large enough to support the size of the brewery itself—tall enough ceilings, a modular enough space where we can adapt and change it,” said Gerrish.
“We both knew we wanted to be on Main Street or very close to it,” added Ulrich. “So once we found the perfect space, we locked it in and our excitement only grew from there.”
The pair knew that branding was also crucial to the success of the brewery.
The goal was to cultivate an environment that was unique from other businesses in Vermillion.
OFFICE HOURS
Katey Ulrich works full-time at the University of South Dakota Knudson School of Law as the director of admissions and marketing. Ed Gerrish also works full-time as a professor of public administration at the University of South Dakota.
“We also discussed the name and our tagline,” said Ulrich. “We wanted more of an indirect way to say, ‘We’re a brewery for the community; we’re a Vermillion or a Clay County brewing company.”
It’s from these brainstorming sessions that the name XIX Brewing Company originated. The Roman numeral number of XIX is 19, which stems from Clay County’s license plate number.
The tagline, “Good Beer. Better Company.” was created to pay tribute to the Vermillion community, as well as the community the company is trying to foster.
When customers step inside XIX Brewing Company, they’re greeted by a bright, inviting atmosphere. Board games stacked on shelves, ample seating, and friendly faces behind the bar create a comfortable space for everyone.
“We’re going for a more relaxed vibe, where you can spend time here without feeling like you’re rushed to turn the table or leave,” stated Gerrish.
“No matter what people are coming in for, they can sit down with their kids, friends, or family and have a conversation, play games, or spend time together,” added Ulrich.
DRINK UP!
» Snowbird Sour
A key lime strawberry sour – for those dreaming of days on the beach during a South Dakota winter.
» Belgian Breeze Belgian Blonde Ale
A light-in-color Belgian ale. Belgian abbey yeast gives this drinking ale dark fruit and clove flavor.
» Little Devils Habanero Blonde Ale
A blonde ale packed with locally grown habanero spice and flavor.
» Rose Street Red Wheat
American Wheat with hibiscus, rose petals, and dark cherry purée.
» Big Coat Milk Stout
Rich, sweet, and smooth. Full-bodied with dark chocolate and coffee-like roastiness. Contains lactose.
» Seltzer XIX
The hard seltzer that can be made with a multitude of flavors available behind the bar.
» XIX Root Beer | N/A
Homemade root beer for the XIX fans of all ages!
In addition to being devoted to the success of their community, the pair is similarly dedicated to their diverse beer selection.
Gerrish and head brewer, Mike Markham, experiment with making a wide range of beers, from IPAs and stouts to sours and easy-drinking ales.
Gerrish says for those accustomed to drinking Bud Light, Miller Light, or Coors Light, Bluffs Blonde Ale is the most approachable beer on their menu.
“If an owner or a bartender is willing to sit down and talk with you, that’s what we want out of it, and having that kind of culture is fun for me.” -Katey Ulrich
Customers who appreciate craft beer will enjoy the combination of their various IPAs like the Hard Frost Double IPA, Windswept IPA, and Say What? Hazy IPA.
While Alana was snapping photos and I was taking in the space, assistant brewer Cayla Dallen asked if there was any drink I would like to order.
For someone who doesn’t favor beer but loves sours, I immediately asked to try the Berried Treasure Sour.
She poured a sample into a small plastic cup before I ordered a full glass.
As her husband loves a hazy beer, Alana took home two crowlers of the Say What? Hazy IPA.
When it comes to food, XIX Brewing Company is on what Ulrich calls “the snack train,” offering dips, trail mix, and cookies.
“We’re slowly working on a commercial kitchen so we can have a fuller food menu,” shared Ulrich.
As the weather warms up, Gerrish says they plan on hosting food trucks on their back patio.
“It will allow us to host a variety of food, just like we have a variety of beer,” he added.
Since opening in November 2023, Gerrish says the community has expressed their gratitude to the brewery.
“People have expressed to us how well we’ve done over the past few months, saying that it’s just a different atmosphere from most breweries,” he said.
“We want people to know that everyone’s welcome,” expressed Ulrich. “Anyone is just welcome to come in, try, and enjoy.”
Before leaving XIX Brewing Company, I made sure to pick up a branded sweatshirt designed by Ulrich.
We said our thank yous and goodbyes, but not before promising the XIX team that we would be back soon.
