Business specializing in frozen cocktails to open first franchise in metro-east
A frozen cocktail bar with multiple locations in the St. Louis area has announced plans to open its first Illinois location later this year.
Narwhal’s Crafted will join The Station on Main development on Edwardsville’s Main Street. The Edwardsville site will be Narwhal’s fourth location and its first franchised bar, owned and operated by Shawn and Ashley Beach. The new venue is expected to open in late October.
Co-founder Brandon Holzhueter said in a phone interview that after getting to know the Beaches over the past two years, he is confident they and the new location will be successful.
Shawn Beach said he and Ashley both worked at Gateway Classic Cars, each advancing as the company grew, before deciding they wanted to own a business together.
The couple were originally approved and prepared to sign franchise paperwork with Scooter’s Coffee. To celebrate, they visited Narwhal’s Crafted, a favorite spot for date nights, and began to wonder whether Narwhal’s offered franchising opportunities. Beach reached out through Narwhal’s franchising page on its website.
“We both want to own something we are passionate about,” he said, adding that Narwhal’s was a better fit for them than their earlier option.
Within 24 hours, Holzhueter responded, Beach said.
The project has been in development for approximately two and a half years. Edwardsville was always the top choice for their business, but finding the right location took some time.
The old fire station site downtown was ideal, Beach said, offering the vibe and walkability they wanted, with proximity to other businesses such as Sneaky’s Bar & Burger Joint, Sacred Grounds Café, Ed’s Delicatessen and the Wildey Theatre, among others.
The new, nearly 3,100-square-foot location will feature the same nautical theme found at other Narwhal’s venues, with a color palette of light blue, rich brown, and silver or gray accents.
From the customer’s perspective, Holzhueter said, protecting the brand is important and that “the vibe, product, service—everything important to us—will be carried through at the new location.”
Holzhueter said this venture will make it easier for future franchises.
Eventually we’d like to expand beyond the area and open more locations, he said. This new location is “close to home, in our backyard.”
Taking the first step in the business’s expansion, Holzhueter said the Edwardsville site is “close enough to home that we can support them. I don’t think there are going to be too many bugs” once it opens.
What to Expect
Narwhal’s Crafted specializes in frozen cocktails, all made from scratch, according to its website. The bar also offers beer, mocktails, alcohol-free smoothies, soft drinks and dog-friendly pup cups.
The establishment is family- and dog-friendly. Guests under 21 are allowed until 7 p.m., provided they are accompanied by a parent or guardian. After 7 p.m., only patrons 21 and older are permitted. Well-behaved dogs are welcome on the patio but must be leashed.
Narwhal’s Crafted does not serve food, but customers can bring their own meals or have food delivered. Existing locations sometimes partner with nearby restaurants, allowing guests to place orders via QR codes.
Salt + Smoke announced in June that it will open its first Illinois location in the same development, giving customers opportunities to visit both establishments.
“Knowing Salt + Smoke was likely going to be a co-anchor in the space was a definite advantage,” Holzhueter said, adding that Salt + Smoke plans to open in late 2025.
The two St. Louis-based businesses will share the patio area, which Holzhueter expects will foster a positive co-tenant relationship.
Other tenants at The Station on Main include Piercings on Main, a family-oriented studio at 400 N. Main St., Suite C, which opened in June. MG+M The Law Firm is also expected to move into the development soon.
About Narwhal’s Crafted
Narwhal’s Crafted was established in 2016 by Brandon Holzhueter and Brad Merten. The business’s first location opened at 3906 Laclede Ave. in St. Louis, followed by locations at 1450 Beale St., Suite 125, in St. Charles and at 17081 N. Outer 40 Road, Suite 206, in Chesterfield.
A mobile unit, Norbert Jr., is available for festivals and other events. A calendar of upcoming appearances and booking information is available on the Narwhal’s Crafted website.
The Edwardsville location will be at 400 N. Main St., Suite A.
For more information, visit narwhalscrafted.com.
