This episode’s brewery derives its name from the first two atomic bombs detonated at the Nevada Test Site. These two test explosions were codenamed after the military’s phonetic alphabet of the time, making them tests “Able” and “Baker”.

The experimentation at the Nevada Test Site led to the refining of the Atomic Bomb and the ushering in of the Nuclear Age. This was a notable time in Nevada as “Atomic Blast” viewing parties were commonplace and several “Miss Atomic” beauty queens were crowned. The Atomic Age influences their artwork and concepts while allowing them to give a respectful nod to Nevada’s unique state history.

The brewery has a mascot of sorts, the Atomic Duck. Legend has it, that a duck was the only animal to survive the Atomic tests conducted at the Nevada Test Site. That duck, bested the blasts, wandered off and waddled into history, becoming forever known as … the “Atomic Duck”.

The duck has become a large part of their branding and has evolved over time.  The first thing you see when you get close to the brewery is the large grain silo on the brewery that features a duck design. It was not part of the original brewery plan but evolved since the brewery opened. 

The flight handle is in the shape of a duck’s foot and even comes with a small rubber duck you can keep. They have become a collectable for many of their customers. At the time of the podcast recording, they had just ordered 50,000 more ducks as they have become that popular. The duck is a big part of this breweries branding.

Listen in as Danielle and Travis enjoy their conversation with Kevin Lingley, Director of Marketing and Public Relations at Able Baker Brewing Company in Las Vegas, Nevada. Kevin shares with us a lot of the back story behind the name ABLE BAKER, the history, and the duck.