In 2025, it is rare indeed to find a brand—especially one in the sales-challenged beer industry—that’s not engaged in shameless self-promotion but rather plays hard to get with writers trying to give them free publicity.

But Tree House Brewing Company doesn’t play by the rules—a fact that apparently suits its bottom line and legions of fans just fine. 

Founded in a barn in Brimfield, MA in 2011, Tree House has come to operate six facilities throughout Massachusetts and Connecticut. It pioneered the hazy IPA craze via its signature juicy brew, Julius, and has expanded its hop-centric portfolio to include a selection of cult-favorite staples plus a robust, ever-changing list of IPAs, stouts, and more. Beer-lovers from all over the Northeast drive hours to buy cans of their favorite brews, and often stick around for a pint and a pizza in one of Tree House’s expansive, modern-yet-cozy taprooms. 

And in 2023, the brand announced that it would build a seventh taproom across the street from Saratoga Spa State Park in Saratoga Springs.

The announcement incited a flurry of excitement and headlines, for good reason—not only does Tree House make good beer, but the brewery’s trickle-down benefit to the local economy is also expected to be huge; the flagship brewery in Charlton, MA alone generates an estimated $60 million in annual economic impact.

At press time, Tree House’s Saratoga location was open for curbside pickup, an operation that runs like a well-oiled machine. You order the beer online, pick a date and time to pick up, pre-pay, pull up, and hit a button to tell the staff where you’re parked. And…Presto! A cheerful employee arrives at your car door with your order. (Despite the seemingly seamless process, Saratogians’ mad dash to get cans caused a bit of a traffic pileup on Route 9 the first weekend curbside pickup was offered.)

We don’t yet know when the brewery will open for in-person dining and drinking (neither does the singular local employee I managed to get ahold of), or exactly what’s in store for the 23,000-square-foot taproom. The building, which was designed by Boston-based firm Bergmeyer, appears to stay true to Tree House’s trademark vibrant-but-cozy, light-filled design. Clues from Tree House’s other locations and sketches of the new property point to a high chance of there being fire pits, walking trails, and spaces for live music in the 11-acre outdoor space.

Already, Tree House has invested in Saratoga in more ways than one; sales from the new location’s first beer benefit both Sustainable Saratoga and SPAC. It seems that for a company like Tree House, which has a propensity for keeping quiet in the face of mounting public excitement, actions really do speak louder than words.