Nearly seven years after opening its first restaurant, Sentinel Peak Brewing Company has changed its name and is opening two new brewpubs by next spring.
The newly dubbed Firetruck Brewing Company will open the first one on Nov. 1 in the Growlers USA space at 9630 N. Oracle Road in Oro Valley. The second will follow in about six months in a new boxcar development being planned on East Fort Lowell and North Country Club roads, said Firetruck CEO Taylor Carter.
That will bring to four the number of Firetruck Brewing restaurants; the original, at 4746 E. Grant Road in midtown, has been open since 2014, two years after the trio of firefighters launched the brewery in their free time. The brewery opened its second restaurant in January 2019 when they took over the Stillhouse Grill and Bar at 9155 E. Tanque Verde Road.
Carter said he and his partners — Matt Gordon and Jeremy Hilderbrand — had been contemplating the name change for eight months or more before taking the plunge last month. The trio initially selected the name Sentinel Peak as a nod to not only firefighting but to Tucson; Sentinel Peak downtown is best known by its nickname A Mountain.
But the name didn’t resonate, Carter said.
“I can talk to people all day about Sentinel Peak and none of them know what it is,” he said. “We just wanted a name that reflected us better.”
Firetruck Brewing fit the bill and was an easy transition with the brewery’s logos — a fire helmet and a historic 1940 Rio Rico firetruck that the brewery bought and restored.
“Now it’s a fun rebranding,” Carter said, adding that the community response has been universally positive. “Hey it’s still us, we just changed the name. Everybody has been very, very excited for us and supportive.”
Firetruck Brewing will continue brewing its beer at Voltron Brewing Company, its joint operation with Borderlands Brewing Co. Both breweries operate a joint taproom at Voltron, 330 S. Toole Ave., that Carter said will reopen Oct. 9 after being shuttered since March due to the COVID pandemic.