Mesa’s longtime favorite Oro Brewing Co., located at 210 W. Main Street in Downtown Mesa, is shaking things up with a new name, vibe, and expanded offerings.
On August 1, 2025, the brewery officially rebranded as Oro Brewing & Vice Co., embracing a dive bar atmosphere alongside its award-winning craft beer lineup, according to Phoenix New Times. The revamped taproom will feature a red-felted pool table replacing the community table, rich red lighting, and walls decorated with art and music posters reflecting the owners’ and staff’s personal tastes.
Alongside staple brews like the tangerine wheat ale Trigo Suave, coffee blonde Cafe Oro, and American IPA Hopiphany, Oro will stock convenience store items behind the bar, including cigarettes, Pepto Bismol, Pop-Tarts, and BuzzBallz, aiming to create a “full bodega” feel for working-class patrons and industry folks. To celebrate the new direction, Oro Brewing & Vice Co. hosted a grand reopening party on August 1, featuring a hot dog cart, beer specials, and DJ LaRue spinning tunes.
Inspired by the success of its Tuesday industry nights, the brewery also plans to extend its operating hours in the coming weeks. This rebrand comes amid expansion plans as Oro prepares to launch Golden Oak Barbecue & Taproom in downtown Phoenix this September, partnering with the team behind the popular Mesa pop-up Nicky’s Barbecue. While the “Vice” in the name hints at possible ventures beyond beer, such as distilling or THC beverages, the owners remain open to exploring any legal avenues.
This rebrand to Oro Brewing & Vice Co. strategically broadens the brewery’s appeal by creating a unique dive bar atmosphere with expanded convenience offerings, attracting a diverse, working-class crowd while boosting customer engagement and positioning the brand for future growth and market expansion. It also differentiates Oro in a crowded craft beer scene by blending nostalgia with modern social trends.
