The East Bay Express is sticking its toe into the beer and entertainment business with the launch of EBX Bleeding Heart Lager and Club X. In keeping with the newspaper’s commitment to localism, the beer is brewed a few blocks from the Express’ office, and the 500-capacity club is conveniently located downstairs from the paper's headquarters.
Sales and Marketing Director Terry Furry explains the name of its lager: “All the proceeds from the beer go to local nonprofits of our choice, so the staff named the beer in the spirit of giving to good causes. Plus, visually, we thought a bleeding heart could make a great beer label design.” So far, the newspaper has donated its beer to nonprofit fund-raising events, but it will also be carried at local bars and restaurants. The EBX Bleeding Heart Lager is brewed by Linden Street Brewery in the same fashion as all of the Steam Beer breweries of the 19th century.
Club X is a unique partnership with the nonprofit, Oakland Metro Operahouse, a 6,000-square-foot black-box theatre equipped with a full theatrical lighting system, state-of-the-art sound reinforcement, and a full bar. Kathleen Wentz, Express manager editor, commented on the project, “I’m really excited to start booking shows at Club X. The Bay Area has such a thriving independent music scene and the East Bay could definitely use more venues, especially those that cater to the all-ages crowd. It’ll be great for the Express to become a more active part of the local music community. I think it will bolster the bands, local businesses, and the paper.”
“I’m very excited about being a part of this partnership between the Express and the Metro Operahouse,” added Marie Ortega, who books bands for Express events and festivals. “This will give us a chance to showcase local (and traveling) talent in an all-ages environment here in the Jack London Square district. We plan on bringing the best of all genres to Club X, something that the East Bay all-ages crowd has deserved more of for a long time. It will be no holds barred — everything from metal, punk, and indie rock to rockabilly, reggae, swing, and techno/electronica.”