Atlanta’s craft beer scene moves fast. One minute you’re sipping a Thai Wheat in a sun-drenched taproom on Logan Circle, and the next, the "For Lease" signs are up and the fermentation tanks are being hauled away. That was the reality for Second Self Beer Company, a brewery that didn't just sell liquid; it sold a very specific, slightly nerdy, and highly curated vibe that the city hasn't quite managed to replicate. When they closed their doors in early 2024, it wasn't just another business failure. It was the end of a ten-year experiment in what happens when you mix "dual personalities" with high-concept brewing.
Most people knew them for the colorful cans. Others knew them for the "Game of Thrones" viewing parties or the intense cornhole tournaments. But if you really looked at the Westside brewery, you saw a microcosm of the struggle facing mid-sized craft breweries in a post-pandemic economy.
The Second Self Beer Company Story You Might Have Missed
Jason Santamaria and Chris Doyle didn't just wake up and decide to make beer. They were buddies from Georgia Tech who spent years homebrewing while working corporate jobs—literally living out the "second self" mantra that gave the brewery its name. One side was the professional, the other was the creative brewer. It's a relatable hook. Honestly, most of us in Atlanta are doing the same thing, grinding at a tech firm or a law office while dreaming of our "other" life.
They launched in 2014. Back then, the Westside wasn't the polished destination it is today. It was gritty. It was industrial. Second Self helped anchor that neighborhood alongside heavyweights like Monday Night Brewing. But while others went for broad, approachable styles, Second Self leaned into the weird.
The Thai Wheat Phenomenon
You can't talk about this brewery without talking about Thai Wheat. It was their flagship, and frankly, it was a gamble. Most breweries launch with a basic IPA or a generic blonde ale. Second Self went with a ginger and lemongrass-infused wheat beer.
It worked because it was balanced. It wasn't like drinking a bowl of Tom Kha soup; it was subtle. It became a staple in Atlanta restaurants because it paired perfectly with spicy food. If you went to any decent Thai or Vietnamese spot in the city between 2016 and 2022, there was a high chance you saw that bright teal and orange can on the menu.
Why the Westside Location Mattered
The taproom was tucked away. You had to want to find it. Located at 1317 Logan Circle NW, it felt like a secret club for people who liked flavor profiles that pushed boundaries. They didn't have the massive outdoor sprawling lawns of a New Realm or the high-traffic visibility of breweries along the BeltLine. They had a warehouse.
That warehouse, though, was where the "second self" concept actually lived. They leaned heavily into the gaming community. It was one of the few places where you could sit down, grab a "Game Night" IPA—which was literally designed to be a "sessionable" beer for long board game marathons—and not feel like you were in a sports bar.
The Shift in Atlanta's Beer Geography
Atlanta’s brewing center of gravity shifted. When Second Self opened, the Westside was the place to be. Then the Eastside BeltLine exploded. Then the Upper Westside developed with the Works. Suddenly, being "near" things wasn't enough. You had to be on the path.
The brewery tried to adapt. They renovated the taproom. They launched a line of "Cirrus" CBD waters when the craft beer market started to soften. They experimented with La Peche, a peach ginger wheat that screamed Georgia summer. But the market was getting crowded. By 2023, there were over 50 breweries in the metro area. Distinguishing yourself becomes a Herculean task when shelf space at Kroger is shrinking and everyone is making a hazy IPA.
The Quiet Reality of the 2024 Closure
When the announcement came in early 2024 that Second Self was shuttering, it caught many casual fans off guard. But the signs were there for the industry at large. Rising aluminum costs. Rent hikes. A shift in younger drinkers moving toward spirits or non-alcoholic options.
The owners were transparent. They didn't blame one single thing. It was a "perfect storm" of economic factors. They had reached the ten-year mark, a milestone many small businesses never see. In many ways, they outlasted the average lifespan of a trend-heavy business.
What happened to the beer?
This is the part that bums people out. When a brewery closes, the recipes often go into a vault. While you might see some leftover stock in the back of a package store in Marietta, the fresh Thai Wheat or the Mole Porter—which was a fantastic, spicy, chocolatey mess of a beer—is gone.
There was no big buyout. No "Second Self by Anheuser-Busch." They just turned off the lights. It’s a stark reminder that even "successful" brands with wide distribution are often operating on thin margins.
The Lessons for Atlanta Beer Lovers
If you loved Second Self, or if you're looking for where that spirit lives now, you have to look at the "niche" breweries. The lesson here is that being "pretty good" at everything isn't enough anymore. You have to be "the only one" doing something.
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- Support the Weird Stuff: If a brewery makes a beer with spices or unusual adjuncts, buy it. The standard IPAs keep the lights on, but the creative brews keep the soul of the industry alive.
- Visit the Taproom: Distribution is great, but breweries make their highest margins at the tap. If you want your favorite spot to stay open, you have to physically show up and buy a pint.
- Watch the Westside: The area around Logan Circle is changing. With Second Self gone, there’s a gap in that specific industrial corridor. Keep an eye on what moves into that space; the Westside's evolution is far from over.
How to Find a "Second Self" Alternative
Since you can't get a fresh pour at the source anymore, where do you go? If you liked their spice-forward approach, check out Inner Voice Brewing in Decatur. They have a similar knack for balancing bold flavors without making them gimmicky.
If you were there for the atmosphere, Monday Night Brewing’s Westside location is the spiritual neighbor, though it’s much larger and more polished. For the gaming vibe, Joystick Gamebar on Edgewood isn't a brewery, but it captures that "nerd-culture-meets-alcohol" energy perfectly.
Second Self Beer Company wasn't just a place to get drunk. It was a place where "dual identities" were celebrated. It was okay to be a professional by day and a geeky beer enthusiast by night. That's a culture worth remembering.
Final Thoughts on the Legacy
The brewery's impact on the Atlanta food scene shouldn't be understated. They proved that craft beer could—and should—be on the table at high-end restaurants, not just in dive bars. They treated beer like a culinary ingredient. While the physical space on Logan Circle is quiet now, the fingerprints of Second Self are all over the city’s current obsession with "culinary brewing."
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They left on their own terms after a decade of service. In the volatile world of small business, that’s actually a win. It just doesn't feel like one when you're craving a Thai Wheat on a 90-degree July afternoon.
Actionable Next Steps for Beer Enthusiasts
- Check Local Inventory: Use apps like Untappd to see if any local bottle shops (like Hop City or Ale Yeah!) still have "vintage" Second Self cans in stock. Some of their stouts and high-gravity beers age surprisingly well.
- Explore the "New" Westside: Take a weekend to visit the breweries that remain in the Westside district—Round Trip, Fire Maker, and Monday Night—to see how the neighborhood is pivoting post-Second Self.
- Follow the Founders: Keep tabs on Jason Santamaria and Chris Doyle on LinkedIn or social media. In the brewing world, talent rarely stays dormant for long, and their "second self" might just manifest in a new project soon.