Aberdeen Holds Ribbon Cutting For Town's New Brewery, Alt. Ending

ABERDEEN, NJ — Aberdeen officials held a ribbon cutting Thursday for the grand opening of the town's new brewpub, Alternate Ending Beer Co., located in the former Strathmore Cinema at 1057 Highway 34.

Patch has profiled the new brewery multiple times: Talula's of Asbury Park will run the kitchen and the brewery will produce all different varieties of craft beer.

Owner Scott Novick (he's a local who grew up in Monmouth County, and lives nearby) and his team totally transformed the former "BowTie" into a gathering place, offering signature craft beers made on site plus cocktails and pub grub. The contemporary interior of Alternate Ending includes remnants from the former movie theater, including original seats and light boxes, and a model diorama of the cinema that’s set into the wall.

Alt Ending is also keeping the movie atmosphere alive, with a theater room where patrons will be able to enjoy a movie, food and drink once COVID-19 restrictions are lifted — which unfortunately won't be any time soon, as Gov. Murphy just announced Friday that New Jersey is in a second wave and any indoor dining reopenings are now stalled.

In the meantime, in accordance with state restrictions, 25 percent of the pub’s main indoor dining area is open to the public (with reservations suggested). Outdoor dining remains available on a first-come, first-served basis for as long as weather conditions allow.

"It gives me great pleasure to welcome the Alternate Ending Beer Co. family to the Aberdeen business family," said Aberdeen Mayor Fred Tagliarini. "The fruits of your labor have paid off with this exciting grand opening. The way you have incorporated the movie theater history of the past with your recipe for the future will certainly earn you an Oscar for best new brewery of the year. This is truly a great re-use of a cherished theater that was unable to survive the changes in how people view movies.”

Pictured at Alternate Ending Beer Co. ribbon-cutting are (l. to r.): Aberdeen Council members Margaret Montone and Arthur Hirsch; building owner Harry Rosenblum; business owner Scott Novick, his wife Jennifer and their children; Mayor Fred Tagliarini; Aberdeen EBC Chairman Carmine Visone; Deputy Mayor Joseph Martucci, and Council Member Connie Kelley.

To mark its opening, Alternate Ending earmarked a share of profits from its grand opening period to a local non-profit designated by Mayor Tagliarini. A total of $828 was donated to the H.A.M. (Hazlet/Holmdel/Aberdeen/Matawan) Therapeutic Recreation Program, which serves individuals with developmental disabilities from the four towns.

Alternate Ending Beer Co. is open Wednesday and Thursday from 3 pm to 10 pm; Friday, from 3 pm to 11 pm; Saturday from noon to 11 pm; and Sunday, from noon to 10 pm.

Keep reading: Take A Tour Of Aberdeen's New Craft Brewery At The Old Bow Tie

Aberdeen Brewery Opens Wednesday; Talula's Will Run Kitchen