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A third Growler King location opens this weekend at the corner of Elk Street and Highway 99, a mile and half northwest of Rogue Valley Mall. The new establishment differs from neighborhood-based Growler King at Quality Market in east Medford and the Fair City Market in Central Point because it is a stand-alone operation. "The tasting room at Quality Market is going well," said Jake Miller, who oversees Growler King Operations. "So we're taking that gamble. We wanted to create a spot where people could come on this side of town." The Miller family has operated Short Stop Market next door for nine years, but when the building at 21 Elk St., which formerly housed a deli, became available, they purchased it last year. In March 2016, Miller opened a 1,000-square-foot tasting room at Quality Market, and it proved popular enough that a second 24-tap location was added at Fair City Market in Central Point. But it, too, had its limitations. "That's only a growler-fill station. You can have a pint, but there's nowhere to sit," Miller said. "That was kind of a no-brainer for us, because we already owned the store. It was just like adding a department." While the Fair City Growler King merely require a cooler and added staff for busier times, the latest endeavor has its risks. "All of our Growler Kings are normally in the (convenience) stores, so if you don't come buy a beer, we're still selling candy and soda, and all that stuff," Miller said. "This is basically beer and food. We will rely heavily on the traffic, although there are some neighborhoods back here, and Beall (Lane) is expanding." Unlike the tasting room at Quality Market, however, minors will be allowed for dining with their families until 8 p.m. "We've created more of a spot where you can bring your family," Miller said. "As a company, we value families a lot, and it's a bummer when you want to have a good beer and can't bring your kids. It wasn't really family-friendly at Quality Market." The Growler King will offer 20 craft beer taps, three ciders, and one for sangria. Sampler flights will be available, along with another 40 beers from the cooler, as well as local wine by the glass or flight. A menu was put together with the help of Kyle Stenseth, a taster for a local organic food manufacturer. "We came up with some simple recipes," Miller said. "He's got a really good palate, so that helped. The menu is extensive for us, but it's not anything crazy." The new venue has additional perks, he said. "At Quality Market, we're limited on the service aspect because our clerks are helping people buy candy, buy sodas, helping with the deli and helping cook burgers, and helping with the beer, as well," Miller said. "We try to wait on people in that room as much as possible, but it's quite a jaunt." The new location's hours are 11 a.m. to 10 p.m. Sunday through Thursday and 11 a.m. to midnight Friday and Saturday. — Reach reporter Greg Stiles at 541-776-4463 or [email protected]. Follow him on Twitter at www.twitter.com/GregMTBusiness, on Facebook at www.facebook.com/greg.stiles.31, and read his blog at www.mailtribune.com/EconomicEdge.