Tina and Scott Luers have big plans for The St. George Brewing Company in Hampton.
By Jeff Maisey
Mid-April marked the 28th anniversary of The St. George Brewing Company, the Coastal Virginia region’s longest operating independent craft beer maker.
Founding owner Bill Spence Sr. was clad in his well-pressed beige pants and matching shirt (tucked-in) with the brewery’s emblem embroidered over his heart.
Like most Saturday events at the brewery, a large crowd was on hand enjoying a newly unveiled Oh Hazy Day IPA, food trucks, live music, corn hole games, and a few retail vendors.
Inside the brewhouse, which, in addition to the tasting room, is always accessible to the public, an inflatable “28” floated above a table where a display of old bottles, growlers, labels, tap handles, and cans served as a historic timeline to educate visitors on the transformation in packaging and operations (St George also contract brewed beers for Tupper’s and Olde Richmond) of the company.
Bill Spence was in his element talking beer and history with anyone showing an interest in the display.
Unbeknownst to Spence, Scott and Tina Luers had a surprise in store.
“We wanted to take the time to honor Bill for all he’s done for the craft brew industry and St G,” explained Scott Luers. “Besides being in this industry for over three decades, he’s currently the Chairman of the Virginia Craft Brewer’s Guild’s leadership council. We were recently delighted to see Virginia Senate Resolution No.34, commending St G and their 2025 best-in-show at the Virginia Craft Beer Cup.”
Virginia State Senator Mamie Locke read the resolution over a speaker system and presented the formal, framed document to Bill Spence.
Spence, of course, had a few words of wisdom to share, insisting the recognition applied to his entire staff, and then thanked his loyal customers and Hampton city council members in attendance.
What some visitors may not have been aware of was days before paperwork had been signed formally selling the brewery equipment and operations, the St. George brand, and all that goes with it to Scott and Tina Luers.
The transition had been in the works for some time and it seamlessly puts the brewery is a great position for decades to come under the new ownership of a highly professional husband and wife team bringing fresh perspectives and a love for beer while also have great respect for tradition.
In fact, the theme of the 28th anniversary event was “honoring our legacy, celebrating a new era.”
The Luers expect all the various governmental paper filings to be completed by mid-June.
The timing is ironic given Bill’s son, Billy, and often seen as “the face and voice” of St George has just recently stepped away from the company for health reasons. Head brewer Scott Batten, under whose leadership the brewery won the Virginia Craft Beer Cup and other local, state and national awards, is moving to Ohio with his wife to be closer to their grandchildren.
Bill Spence Sr. will continue in an advisor role and remain in the Virginia Craft Brewers Guild leadership position until his term concludes next year.
“We’re excited that William (“Bill”) Spence will continue at St. G as a mentor and in a support role, helping us navigate the challenges of our new positions,” said Scott Luers.
Meet Scott and Tina Luers
As shared by Scott: “Christina (“Tina”) Luers is an Archivist by profession who has worked locally since we’ve been here in the area as a volunteer at the Mariner’s Museum, as an Archivist at CNU, and at the Swem Archives and Special Collections Department at William and Mary. For the past 6.5 years, she worked as the US Air Force Air Combat Command (ACC)’s Archivist in the History Department, leaving recently to commit to St. George. She is part owner (one of two of us) and a manager of Keirden LLC, doing business as St. George Brewing Company. Tina will be the principal leader at St. G, running the operations and making the day-to-day decisions.”
Scott Luers is a career US Navy Submariner who retired after 26yrs in the Navy in 2021.
“I was the Captain of the USS BOISE (SSN 764) from 2013-2015 when we completed a six month deployment to the Central Command area of operations,” he shared. “Since 2021 I have worked at NASA as a Project Manager and Supervisor. I am part owner and a manager at St. G and will be supporting Tina in her management of St. G while I continue my role with NASA.”
The Luers were attracted by the high quality of beer, the sense of hyper-local community, and the history/legacy of St. George Brewing Company, as well as the camaraderie of the craft brewing industry in general.
“Our intention is to invigorate the St. G brand with a focus on two things: continuing to produce the St.G trademark high-quality German and English style beers while brewing innovative new recipes to stimulate beer consumers, and establishing a culture of warm hospitality in our taproom,” Scott said.
Under the Luer’s new ownership, Scott shared the brewer’s mission moving forward: “We brew exceptional, award-winning craft beer and create welcoming, memorable experiences for every guest. By combining innovation, craftsmanship, and genuine hospitality, we foster a healthy business that enriches our community, advances the craft brewing industry, and serves our stakeholders.”
The Luer’s shared vision for St. George: “As the oldest craft brewery in the region, we will lead the industry in product reputation, service quality, and sales, establishing ourselves as a destination sought-out by locals and tourists alike.”
Speaking of vision, the Luers are planning enhancements to the visitor experience while at the brewery. One immediate improvement was to complement the English-themed outdoor tent with a separate German, Oktoberfest style tent. These themes speak to and strengthen the brand of brewing traditional European styles.
With that said, word quickly spread regarding the changes at St. George. The Luers received numerous applications from all over the country seeking the head brewer position.
Turns out they didn’t need to look far as Jack Ferris, the head brewer at Big Ugly Brewing, showed an interest in large part to work closer to his home. Before brewing for Big Ugly, Ferris spent time at Oozlefinch Beers & Blending on Fort Monroe in Hampton.
As the saying goes, all’s well that ends well, and for Bill Spence Sr. a smooth transition and the comfort of knowing the legendary he built is in good hands for the future.
As Tina and Scott Luers help turn the page to the next chapter, the transition probably feels like a sequel with them serving a director/producer and bringing in a partial new cast with Spence making a cameo appearance from time to time.
And rest thyself assured former longtime brewer Andy Rathman is likely to appear if only to drink a beer and reminisce.
To borrow a slogan used by Scotland’s legendary folk group the Battlefield Band: Forward with the past.
