Brewery owner brings change to Central Jersey establishment she once managed

Maddie Bowen officially became the sole owner of Lions Roar Brewing Co. in downtown Westfield in January, marking a new chapter for the community gathering spot.

The 29-year-old Union County resident, who managed the brewery since it opened, took over ownership when the two original owners relocated out of state.

Last week, the Greater Westfield Chamber of Commerce held a ribbon cutting to celebrate the milestone at the six-month mark of her ownership.

Since taking over, Bowen has renovated the space and launched a rebrand that includes new logos, colors and cans. The brewery, intended to feel comfy, features an indoor taproom and outdoor beer garden, where she added more comfortable seating, picnic tables and TVs to create what she describes as a true biergarten atmosphere.

Lions Roar maintains five to six staple beers on tap alongside seasonal offerings. Summer brings wheat and fruited beers along with lighter varieties, while fall features German-style beers and Oktoberfest selections. Winter showcases spiced beers.

There are also options for those who don’t drink beer. The brewery also offers hard seltzers, mocktails and non-alcoholic options.

“You must create good beer, people have to like the product you’re creating, but you have to give people what they want,” Bowen said. She regularly asks people what they’d like and works to accommodate their requests.

Bowen believes giving the community what they desire has contributed to the establishment’s success. The brewery hosts private events such as birthday parties, corporate events and showers, runs monthly karaoke nights, holds sport watch parties for events like the World Cup and on football Sundays.

“There is no sports bar here in Westfield, so I try to fill that void when I can,” Bowen said, noting that many residents prefer to stay local for their entertainment.

The downtown location benefits from foot traffic, as diners stop in for a beer before or after meals at nearby restaurants. Because New Jersey law prevents breweries from serving food, Lions Roar encourages patrons to bring their own meals or order delivery.

The brewery welcomes children, especially on Sundays, which are designated as family days. Dogs are encouraged on “Waggin’ Wednesdays” and are welcome in the beer garden other days with advance notice.

Bowen, who praised her staff of two back-of-house employees and 10 “beer tenders,” noted that she is the sole owner. She said she wants women her age to know that entrepreneurship is achievable.

Lions Roar, located at 517-519 South Ave. W., is open Tuesday through Sunday, with hours varying by day.

Reservations are recommended for large groups on Friday and Saturday nights.

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