February 12, 2024
Deborah Gray, a marketing professor at Central Michigan University, and friends hit the links for some competition and socializing.
About a year ago, NBWA learned that the Alexandria, Va., building that housed its headquarters for 20 years was sold and slated for a residential conversion. Without hesitation, NBWA President and CEO Craig Purser welcomed the chance to create a space that fosters creativity, collaboration and the hospitality that the beverage industry promotes.
The association represents more than 3,000 independent beer and beverage distribution companies that provide a scalable way for manufacturers to get their products on store shelves nationwide. Members include distributors of Coors, Miller and Budweiser, Purser said, as well as newer brands by craft breweries. In the past 20 years, the number of U.S. craft brewers has increased from fewer than 50 to more than 9,000 — an American success story, Purser said.
Still, NBWA’s membership is not limited to beer distributors. It also includes distributors of bottled water, soft drinks, wine, spirits and energy drinks like Monster and Red Bull.
With the ability to get more space for the money in Alexandria than D.C., NBWA chose to stay in the area. The association moved into its new space at the end of July. Its modern, industrial interior mirrors the beer distribution warehouses that members work from each day.
“We wanted a place representative of what our members do that we can all be proud of,” Purser said.
The new headquarters is comparable in size to its previous 11,000-square-foot office condominium at 1101 King Street. But it’s built to accommodate a flexible, hybrid work schedule. Staff are required to work three days a week in person and two days remotely. But most employees come into the office four or five days a week, Purser said.
Early in the moving process, Purser and his team surveyed their staff of 26 to find out what they wanted in a new office. Staff cited the ability to work independently (behind a closed door as needed) and collaborate as must-haves. The new office delivers that and more.
Location: The Atrium, 277 S. Washington Street, Suite 500, in Alexandria, is adjacent to the King Street corridor that’s bustling with restaurants, bars and retail stores.
Fun Fact: The Atrium is the former headquarters of Time Life, Inc.
Bringing the outdoors inside: Light and airy first-floor atrium features comfortable seating, large-screen TVs and free Wi-Fi. On weekends, it can be utilized for large-scale events.
Length of lease: 11 years, 11 months
Designer and architect: HGA
Builder: Pizzano
Real estate team: Eric Berlin and Jessica Miller of Cushman and Wakefield
Nickname: The new office is dubbed “The Warehouse” because it resembles the distribution warehouses where members work each day.
99 bottles of beer on the wall and counting: Behind the reception desk is a wall containing 1,400 repurposed glass beer bottles backlit by LED lighting. The reception desk overlooks the “living room,” an area decked out with soft seating that continues to the draft bar.
Pour yourself a drink: The draft bar has beer on tap as well as coffee and other non-alcoholic beverages. A communal high-top table with stools makes it ideal for serving food and drinks. NBWA frequently hosts members, industry partners and policymakers at its headquarters for meetings and events. An artful wall of keg lids behind the bar is a nod to the draft beer that members distribute.
Take a break: A second bar features news and sports playing on large-screen TVs, an ice tub, clear refrigerators stocked with packaged beer and a pantry filled with snacks.
Building amenities: The pet-friendly building boasts a golf simulator, bank, restaurant, full-service wine bar, two boutique gyms, bike storage and rooftop deck. The rooftop deck is fully furnished and available to rent for conferences and catered events.
Branding: The NBWA logo is displayed on the glass doors to the reception area and conference rooms. Materials used in the design of distribution warehouses — brick, wood, metal and glass — are incorporated throughout the office.
Get to work: Eighteen private offices (one hoteling), five workstations and three conference rooms (the largest seats 20) are wired for technology to host virtual meetings. All of the offices and workstations have sit/stand desks. Individual offices are glass-facing with doors, enabling employees to see each other but still have private conversations.
Breathtaking views: Large Palladian windows throughout the fifth-floor suite bring in an abundance of natural light and fantastic views of Old Town Alexandria. To the east is the Potomac River, to the south is Mount Vernon and to the west is the George Washington Masonic National Memorial.
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