It may sound unfathomable on first mention, but one of the country’s most important stores selling beer is a Shell gas station in Pasadena, California. At the corner of East Del Mar Boulevard and Route 66 you’ll find most beloved beers from across the U.S. and Europe because of Shibli Haddad.
More than one-third of craft beer dollars are spent in convenience stores, up +4% from a few years ago, as these retail locations have become a cultural hot spot for drinkers seeking novelty and single-serve opportunities in food and beverage. What Haddad has built is the epitome of this: an irreplaceable store that has been at the forefront of stocking unique craft offerings for years, at a time when convenience stores matter more than ever. In 2023, he’s capitalized on this even more, promoting a de facto private-label series called “Replicant,” which invites brewers from all over the country to fly to Pasadena and brew a signature beer from their own portfolio, although with slight tweaks to make the Replicant version a one-time offering only sold at Haddad’s store. Every release has been a hit, at least by the measurement of Untappd ratings.
Haddad represents a wondrous part of the beer industry, driven by his fandom and excitement to bring out-of-market beers and flavors to his loyal customers. Cantillon, The Alchemist, Trillium—and many more—are some of the most in-demand breweries in the world that also have beers to be found on the shelves at Arroyo Shell. It would have sounded wildly out of the ordinary five years ago—and maybe even in 2022—but Haddad’s passion has made his store a place where the who’s who would be excited to get found by craft enthusiasts—or someone who just needs a full tank and some Takis.
Words,Bryan Roth