ATCO, NJ – After nearly four-and-a-half years of serving its distinctive barrel-aged and mixed-fermentation brews, Whims Brewing has announced its intention to cease operations by the end of 2026. The Atco-based brewery, known for its commitment to locally sourced ingredients and unique flavor profiles, will pour its last pint in the coming year, leaving a notable void in the South Jersey craft beer landscape.
The news, delivered via a social media post on October 19th, came as a surprise to many patrons and industry observers. Owner Dorien Saunders, an award-winning homebrewer who established Whims with his father as a self-funded venture in July 2022, stated that the decision was rooted in evolving personal circumstances and a desire to align his business operations with his current life priorities.
"The way I want to run Whims isn’t currently feasible," Saunders explained in his announcement. "There is no way to continue it in a way that I would find meaningful and would satisfy me." He elaborated that Whims has "always been a deeply personal thing" and "a constant in my family’s life" since its inception. This personal connection, he noted, has grown and evolved, leading to a shift in his own "personal goal posts."
Whims Brewing occupied the space previously held by Atco Brewing, which closed its doors in late 2021, reportedly due to the prohibitive cost of renewing its lease. Saunders’ vision for Whims was to create a brewery that stood apart, focusing on the intricate processes of barrel-aging and mixed fermentation, and championing ingredients sourced from within the local community. This commitment to local sourcing and artisanal brewing set Whims apart in a competitive market, and its products were available not only at its taproom but also at various local bars, restaurants, and retail establishments.
Saunders expressed profound gratitude for the journey, acknowledging the support system that underpinned Whims’ success. "I am beyond privileged to start and end something on my own terms," he stated, emphasizing that "no one person is an island." His thanks extended to the dedicated staff who worked at the brewery, the local suppliers who provided the essential ingredients, the retailers who stocked Whims’ beers, his industry peers, and the loyal taproom regulars who became part of the Whims family.
While a definitive closing date has not yet been set, Saunders indicated that it will be announced online soon. Currently, Whims Brewing is open for business with its regular operating hours: Thursdays and Fridays from 4 to 9 p.m., Saturdays from noon to 9 p.m., and Sundays from noon to 6 p.m. Any already scheduled events at the brewery will proceed as planned, and gift cards will remain redeemable. Additionally, the brewery is looking to sell off its remaining merchandise, including hoodies and sweaters.
A Brewery’s Genesis and Evolution
The story of Whims Brewing began in July 2022, a relatively short but impactful tenure for the Atco establishment. Dorien Saunders, an individual with a proven track record in the homebrewing community, decided to translate his passion and expertise into a commercial venture. The decision to self-fund the business alongside his father underscored a deep personal investment and a shared commitment to bringing a unique brewing concept to life.
The location itself had a prior history in the local brewing scene. Atco Brewing had operated from the same premises until its closure in late 2021. The reasons for Atco Brewing’s departure were attributed to the escalating costs associated with lease renewal, a common challenge faced by many small businesses. Whims Brewing stepped into this void, aiming to carve out its own niche and contribute to the burgeoning craft beer culture in South Jersey.
Saunders’ approach to brewing was characterized by a meticulous focus on complex fermentation techniques. Barrel-aging, a process that imparts depth, character, and often unique flavor nuances through the use of wooden barrels, was a cornerstone of Whims’ offerings. Coupled with mixed fermentation, which involves the use of multiple yeast strains and bacteria to achieve intricate and sometimes unpredictable results, Whims’ beers were not for the unadventurous. This dedication to artisanal, time-intensive brewing methods required patience, skill, and a deep understanding of the brewing science.
The brewery’s commitment to the local community extended beyond its clientele. By prioritizing locally sourced ingredients, Whims aimed to foster a symbiotic relationship with regional farmers and producers. This not only supported the local economy but also ensured a freshness and connection to the terroir that translated into the distinctive character of their beers. The taproom served as the primary point of sale, offering patrons a direct experience of the brewery’s atmosphere and the opportunity to sample its latest creations. However, Whims also expanded its reach through partnerships with local bars, restaurants, and stores, making its unique brews accessible to a wider audience across the region.
A Personal Journey: More Than Just Beer
Saunders’ reflections on the closure reveal a deeply personal motivation behind the decision. He described Whims Brewing as "a deeply personal thing" and "a constant in my family’s life" since its establishment. This sentiment highlights the emotional and familial investment that went into building and sustaining the brewery. The business was not merely a commercial enterprise but an extension of his personal journey and his family’s experiences.
The "ever-changing, evolving, shifting and growing" nature of Whims mirrored, in Saunders’ words, the natural progression of life itself. As individuals mature and their responsibilities and aspirations evolve, so too can their professional endeavors. Saunders indicated that the demands and focus of his life have shifted, necessitating a reevaluation of his commitment to the brewery. The growth of "people and things I have to nurture" has led to a recalibration of his personal objectives.
This profound introspection has led Saunders to a point where continuing Whims in its current form no longer aligns with his personal fulfillment. His desire to operate the brewery in a manner that is both meaningful and satisfying to him has become paramount. The announcement underscores a mature and self-aware approach to business ownership, prioritizing personal well-being and integrity over continued operation that might compromise those values.
The ability to "start and end something on my own terms" is a sentiment of immense privilege for any entrepreneur. It speaks to a sense of agency and control over one’s professional destiny. However, Saunders’ poignant addition, "but no one person is an island," serves as a powerful reminder of the interconnectedness of business and community. His acknowledgment of the support received from staff, suppliers, retailers, and patrons is a testament to the collaborative spirit that often defines successful local businesses. This gratitude, expressed sincerely, signifies a deep appreciation for the collective effort that contributed to Whims’ existence.
Navigating a Challenging Brewing Landscape
The closure of Whims Brewing is not an isolated incident within the New Jersey craft beer industry. In recent years, several other local breweries have also ceased operations, signaling a challenging period for the sector. This trend reflects a confluence of factors, including rising operational costs, evolving regulatory landscapes, and the lingering economic impacts of the COVID-19 pandemic.
The Brewers Association, a national trade group representing independent craft brewers, provides valuable data on the economic footprint of the industry. According to their statistics, New Jersey generated an estimated $1.5 billion in economic impact in 2025, ranking it 18th nationally. While this figure demonstrates a significant contribution, it also highlights the competitive environment in which breweries operate.
The period between 2019 and 2025 has seen a notable decline in the number of breweries across the state, with roughly one in five establishments closing their doors. A significant portion of these closures, over two-thirds, have occurred since the summer of 2020, indicating a concentrated period of difficulty. The Brewers Guild of New Jersey has voiced concerns about these trends, pointing to the need for measures to support and nurture the state’s craft brewing industry.
Recent examples of breweries that have closed include Jersey Cyclone Brewing in Franklin Township and Eight & Sand Beer Co. in Woodbury. These closures, alongside Whims’, underscore the economic pressures and market shifts that brewers are currently navigating. The industry is grappling with increased costs for raw materials, labor, and distribution, while also adapting to changing consumer preferences and the ongoing need for innovation.
However, the narrative of the New Jersey craft beer scene is not solely one of decline. In some instances, struggling or closed breweries have found new life under different ownership. Brotherton Brewing Co. in Atco, which closed in March 2025, has since reopened under the stewardship of Eric De Angelis, a seasoned veteran of the hospitality industry. Notably, Brotherton Brewing is located less than two miles from Whims Brewing, suggesting a close proximity of brewing operations within the Atco area. The reopening of such establishments indicates a resilience within the industry and a continued demand for local craft beer.
The challenges faced by Whims Brewing and others are indicative of a broader industry evolution. While the craft beer market has experienced significant growth over the past decade, it is also maturing. This maturation often involves consolidation, increased competition, and a greater emphasis on efficiency and profitability. For smaller, artisanal breweries like Whims, maintaining profitability while adhering to their core values and brewing philosophies can be a delicate balancing act.
Saunders’ decision, while marking the end of an era for Whims Brewing, also serves as a case study in the personal and professional considerations that shape business ownership. It underscores the importance of aligning one’s business with one’s life goals and the courage it takes to make difficult decisions for the sake of personal well-being and fulfillment. The legacy of Whims Brewing, in its dedication to quality, local sourcing, and unique brewing methods, will undoubtedly be remembered by its patrons and the wider South Jersey craft beer community. As the brewery winds down its operations, the focus shifts to celebrating its contributions and the memories it has created.
