Devil’s Purse owners Mike Segerson (left) Matt Belson (right).
Attention to detail, pride, and creativity are qualities that make a good product great. They are all qualities which help to make up Devil’s Purse Brewery. Located in an unassuming building just off the beaten path in South Dennis Devil’s Purse owners Matt Belson and Mike Segerson pour their heart and souls into each of their craft brews. It began as a home-brewing hobby for the pair after being introduced by their wives in 2010. Mike had some experience in home-brewing as he had done so with wine thanks to his experience working for Truro Vineyards.
Their first foray into brewing was a Hefeweizen, a German wheat beer, from a kit. It was a disappointment for the two.
“We weren’t happy with the results from the kit,” Segerson says, “so we decided to try it from scratch. This way we had more control over the recipes.” That desire to create brews they specifically enjoyed lit the fire that eventually would lead them to opening Devil’s Purse Brewery in 2015.
Both Matt and Mike came to Cape Cod from New York. Mike had summered on the Cape with his family in Chatham from his childhood. While building sandcastles as a child on North Beach he encountered egg cases of the ocean-dwelling skate, a cartilaginous fish in the same family as the ray. Mike’s mother referred to these egg cases as ‘devil’s purses,’ and he never forgot that. Mike would make Cape Cod his permanent home in 2007.
Matt would visit the Cape with his wife beginning in 1997 when they were still just dating. His destiny became very clear during a trip back to New York.
“I remember sitting in terrible traffic heading back to New York through Connecticut,” Belson says, “I said ‘why don’t we just move there (to Cape Cod)?’” In 2004 they would do just that.
Once Belson and Segerson found the passion for brewing beer it was all systems go. The two friends got serious, developing a business plan and looking for a place where they could create their craft brews commercially. Throughout 2013-2014 Matt and Mike did their research, traveling to various breweries throughout the country and as far away as Germany. By the time they found the perfect location in Dennis they were ready to share their passion with the world.
The first test batches of beer were brewed in February 2015 with the official opening occurring in May. Their beers are now available on tap in more than sixty establishments on Cape Cod, Plymouth, and Boston. Major players on the Cape like Flynn’s Irish Pub, Chatham Bars Inn, Chatham Squire, Red Nun, Billygoats BBQ, The Ocean House, Wequassett, British Beer Company, Brazilian Grill, and Oliver’s all carry Devils’ Purse.
For all of the success that Matt Belson and Mike Segerson are having with their spectacular craft brews, many of which take upward of twenty-four days to brew, they both admit that it is tough for young professionals to stake their claim to success on the peninsula.
“The seasonality makes it difficult,” Belson says, “if your business is based on tourism it can get hard in the winter. It also comes down to affordable housing, and living wages.” Belson adds that despite the accomplishments of Devil’s Purse it was not always smooth sailing.
“The Town of Dennis has been great,” he continues, “but we still had to go through the process of starting the business, zoning, finding commercial property, and so on. It’s not just the young professionals, starting a business on Cape Cod is difficult for people of any age.”
“The best way is to find what is needed on Cape Cod,” Segerson adds, “and cater to that audience.” They cater to their audience by tracking what sells well such as their IPA’s. There are also popular brewery tours and beer tastings. Matt and Mike are very accessible and receptive to feedback and this is how they can keep in touch with what their customers like.
As they approach their two-year anniversary 2017 is shaping up to be a banner year for Devil’s Purse. They have partnered up with Isle Brewers Guild in Pawtucket, Rhode Island as of March which will help their brews reach a greater audience and allow them to keep up with the ever-increasing demand for their product.
They have recently released two new brews that are sure to be hits. Their Shiso Berry Ale contains New Zealand Pacifica hops, Shiso leaf from Punkhorn Farm in Brewster, and blackberry and raspberry puree. Secondly, released March 24th at an event at the Chatham Orpheum is their new Stonehorse IPA featuring sticklebract hops from New Zealand.
Devils Purse Advertising Shoot – advertising edits.
Belson and Segerson have become engrained in the community. They use many locally sourced ingredients in their brews and are a part of numerous events as they meet and greet their growing fan base.
“Going into our two-year anniversary,” Belson says, “we are so pleased and humbled by the support we have had since day one.” Mike Segerson sums up his feeling about Cape Cod quite succinctly.
“Great people, great communities, it’s a great place to live.”
Visit Devil’s Purse Brewery at 120 Great Western Road in South Dennis. Their hours are Tuesday – Thursday – 2 – 6pm, Friday & Saturday – 12 – 6pm. Brewery tours are Saturdays at 11:30am. Check them out on Facebook and Instagram and at https://www.devilspurse.com/home/
By Christopher Setterlund
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