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Our Craft Beer Boom

Despite popular belief craft beer isn’t new. OUR craft beer boom is new but people have been brewing for for at least 5,000 years. The dark days of prohibition and the unnecessary restrictions on home brewing put a damper on American craft beer during the 20th century. Long before 1978, when home brewing was legalized in the United States, you had Americans secretly (and not so secretly) brewing in their basements. Once Jimmy Carter signed that glorious bill into law it further opened up the joy of craft beer to millions of Americans. In 1979 there were 89 breweries (micro and macro) in the entire country. We are now close to, or have surpassed, the 1873 all time high of 4,131 breweries in the United States. The effects of craft breweries on the American beer landscape cannot be exaggerated.


What has been noted time and time again is that the creativity and success of craft brewers are mainly limited by prohibitive laws at the state and municipal levels. We have seen in the past, and are still fighting against, archaic and restrictive beer laws in Texas. In state after state we see when lawmakers get out of the way of innovation craft breweries pop up like wildflowers. Many people ask me why Colorado has more craft breweries than Texas when it is so much smaller. The simple answer is until recently it was much more difficult to run a profitable craft brewery in Texas. Before 2013 Texas breweries could not sell beer for on-site consumption making a taproom illegal. For most craft breweries a vibrant taproom business is essential for financial success especially in the early years. Once Texas lawmakers loosened up these restrictions we began our current craft beer boom and things haven’t slowed down one bit during the past 4 years. Only around 25 Texas craft breweries existed in 2012. We are currently closing in on 200 craft breweries and brewpubs in Texas. Now that entrepreneurs can open a brewery and make money we are seeing unique microbreweries opening up across the state. At times it seems a new one opens every couple of weeks. What a time to live in Texas!


One important thing to remember is that as much as we may love craft beer, and as quickly as new breweries are popping up across the state, the majority of Texans know very little about craft beer and are happy chugging their favorite macro beer. LIGHT BEER IS KING!!! Just look at the beer selection of the average bar or restaurant.


BUD LIGHT. MILLER LITE. COORS LIGHT. NATTY LIGHT. BUSCH LIGHT.


Americans, and Texans, drink light beer and LOVE it. Most bar owners don’t help the situation either. I talk to bar and restaurant owners often and the majority of them do not care about craft beer. They are clueless. They simply put on tap what the distributor tells them will sell. They don’t know what beers to ask for and do not fight to get that keg of rare beer. On top of that most wouldn’t be willing to pay the extra cost to get that premium craft brew. So how do we share the gospel of craft beer with more people if they are happy with the light beer and every bar or restaurant they visit pushes light beer?


One person at a time.


Craft beer culture has to be grown organically. It cannot be forced. Americans, especially Texans, are fiercely independent. In my experience the easiest way to get that Michelob Ultra loving friend to enjoy a craft beer is to share one of yours with them. Who doesn’t love a free beer??? Don’t berate them with how crappy their beer is and how superior your beer is. Hand them a craft beer that is similar in style to what they already enjoy. Just showing them that someone other than AB InBev/MillerCoors can make a beer they enjoy is the first step in their craft beer awakening. I still get a tear in my eye when one particular friend who exclusively drank Michelob Ultra shows up to a gathering with a couple of 6 packs of great craft beer. It may take some work to win your friends over but it’ll be worth it in the end.

Being involved in our craft beer boom is fun! What an awesome time to be a craft beer lover in this neck of the (piney) woods! One day you will be able to tell your grandkids about being at True Vine for their first Open Taps or waiting in line to try that first pint of Moon Pool at Oil Horse. It is exciting to hear about new breweries coming to Tyler and seeing people line up to enjoy a pint at Fredonia Brewery in Nacogdoches. Remember just a few years ago when B Dubs had the best tap selection in town??? Those were dark days my friends! Don’t take for granted the privilege of being able to regularly enjoy fresh local beer around town. I damn near shed a tear when I was able to drink Landman at BJ’s. I was beyond excited to explain to the old guy next to me at On The Border that the beer he asked about was brewed right here in Longview, Texas. Going over to True Vine or hanging out at Oil Horse is always a fun time. You run into other craft beer lovers or those who are just curious about what in the heck this craft beer thing is all about. Spending hours enjoying and talking about craft beer with people from my community is something I couldn’t have dreamed of 10 years ago.


Another fun aspect of our craft beer boom is the economic and community benefits. Especially with the downturn in oil East Texas needs all the revenue streams it can get. Craft breweries do more than bring in a few extra tax dollars. Their impact is exponential. As you have seen many craft breweries enhabit older parts of town and reside in repurposed buildings. I love seeing these old buildings with so much history being used for something like a brewery. The old dilapidated building that was under threat of being torn down is now a community hangout and the heart of the neighborhood. Suddenly you have people visiting a part of town they normally would not visit. They realize their are neat shops and delicious restaurants in the area as well. Now the presence of a craft brewery is impacting other businesses in the area. Soon you have young people wanting to move into the area because they can walk to their neighborhood deli, brewery and coffee shop. What used to be a dying part of town becomes a vibrant and hip community. People begin to be curious about the history of the area and soon they are appreciating the contributions of those who have lived there before. A growing trend and one of the more popular aspects of some new craft breweries are the local food trucks that serve them. The symbiotic relationship between a craft brewery and a food truck can be a beautiful thing. I cannot tell you the number of times I have chosen to go to one brewery over another simply because I know there will be an awesome food truck on site. I’ve also been to breweries such as Division Brewing in Arlington that have local craft vendors set up outside. Time and time again I’ve seen a craft brewery breathe new life into a neighborhood or community. In the case of Cedar Creek Brewery I’d argue the brewery has brought many people to their city who would’ve never had any reason to visit Seven Points, Texas. Once more Texas lawmakers realize the economic and communal benefit of craft breweries I believe we will see the restrictive laws relaxed even more. The ability for breweries to sell packaged beer and growlers for off site consumption is a must. This will help breweries to unlock new revenue streams and better serve their communities.


Our craft beer boom is only beginning and it needs your help to continue. Support your local brewers. Visit their taproom. Drink their beers when you are out on the town. Pick up a six pack from your favorite craft beer retailer. Eat at the restaurant a few shops down from the brewery before or after you stop in for a pint. Request your favorite craft beer at your regular watering hole and grocery store. Without the support of the community a craft brewery cannot survive. With new breweries soon to open here in East Texas it will be important to help bring more and more people into the craft beer family. Buy a six pack of Dankosaurus at Brookshires and share with a friend. Offer to buy a Mermaids and Unicorns for your friend the next time you are at Rotolo’s. Most importantly enjoy being a craft beer lover during the greatest craft beer boom our state has ever seen. Other states may have beat us to the punch but this is OUR craft beer boom and everyone knows everything is bigger in Texas!!!


Sláinte


Joel Patrick Heflin

8 Things I Learned Working at a Craft Beer Store

     

While I was going to school last year I had some time off to find temporary work.  After all, the craft beer hobby is an expensive one and my savings was dwindling down.  One of the beer stores I frequently visited in Louisiana was hiring and in need of a craft beer connoisseur.  Although my knowledge of whisky, vodka, rum and wine was limited, I was determined that I could be the best damn beer salesman they have ever seen.  After getting a call from the manager and a preliminary interview I was on board with the team.  I had no idea what I was getting into and how difficult it can be run a successful craft beer store.  After all, this wasn't a beer cave or a beer store run by amateurs, it was a artisan store that specialized and catered to craft beer wizards such as myself.

Here are a few things I learned while working there and what you should know the next time you go into a store and grab a beer.  I have left out the name of the shop to protect their integrity and business model.

1 || Check The Date!!!

I cannot stress this one enough!

 The average liquor store employs minimum wage employees that couldn't care less about rotating stock, especially when it comes to beer.  I was lucky enough to work at a place that did care about the date of a beer.   If it did not sell by the "drink by" date, it was returned to the distributor.  This is much worse at a grocery store where Cans are typically stocked by pushing the new product in from the front and the older products to the back... and behold it is possible to find a year old IPA.  Gross!

 Next time you drink a beer that tasted like your Uncle Jimmy's first home-brew, check the date! 

General rule of thumb: IPAs, Ambers, and Pale Ales are good up to 3 months old for freshness and Double/Imperial IPAs can last longer but will lose their carbonation and bitter hop taste.  Use your judgement on searching for other styles and ask if you are unsure of how long a beer can be aged or not aged.  There are many other factors that can contribute to a bad taste or "skunk" smell, which leads us to the next point.


2 || Proper Beer Storage


It is often common to see displays setup by store windows or in a poor air circulated damp corners that are susceptible to mold or other elements that can hinder the taste of beer.

 Sunlight and Oxygen are the two biggest enemies of beer, and proper beer storage is essential to providing fresh beer to the masses.

Once a beer leaves the brewery it is at the mercy of the distributor, truck driver, and store owner to maintain the integrity of the beer and the way it was meant to be enjoyed by the brewery.  The packaging and bottle can affect the flavor.  Bottles that are completely enclosed in a packaging box or a Can are the best alternative because they allow zero light to infiltrate the beers' DNA.  Other bottles that are clearer and green are the worst for maintaining the quality that we deserve.  Check the location the store has the beer located in and look for signs of any sunlight to infect the beer.

3 || To Keep Cold or Hot?

My friends tease me constantly for my love affair with room temperature beer.  My time living in Colorado and Ireland have engrained the idea in my head that beer is designed to be enjoyed where the flavors can be tasted.  It also is a important question that I was asked at the liquor store.

 "Do you have this beer on your hot shelf?  I'm traveling with it and don't want it to lose it's hoppy flavor".  

 What in the world???  It will not hurt a IPA or hoppy beer to transfer it from cold to hot necessarily nor will it lose flavor.  A beer has already made that journey several times from the brewery to the beer store.  Again, the most important thing when transporting beer is proper storage and to monitor temperature swings.  If it's 38 degrees in a store cooler it may not be the best idea to leave the beer in your car when it's 103 degrees outside in the summer time.  The "Ice Cold" myth was developed by American big beer companies and I will agree with them 100% here.  If your drinking a light beer, please drink it as cold as possible, you DO NOT want to taste the beer!

4 || "Do you guys carry this beer?"

"Yes, I was on a trip in Florida recently and loved this beer.  Do you guys have Cigar Citys Double IPA?" 

 I got asked those questions daily and it got very very very old.  I understand that the average person doesn't understand the dynamics between distributors, State Laws, and where a beer can be purchased.  Cigar City Brewery is not distributed in Louisiana (although they where purchased by Oskar Blues, which is distributed in Louisiana).  It can be complicated trying to keep up with the ever-changing craft beer scene.

SeekABrew.Com is a helpful google docs website that is a helpful interactive map that will show you which Breweries are distributed in each state.

For comparison reasons, Louisiana has around 90 breweries that are distributed in the state and that number is difficult to count between Northern and Southern LA.  Texas has around 160 Breweries that are constantly revolving in and out of TABC permits.

5 || The Distributor 

In 1933 Prohibition was repealed under the 21st Amendment and the Three-Tier System was developed as a way for States to tax beer and have the sales monitored.  Although it varies state to state, the system is simple.

Importers/Breweries sell to Distributors,   Distributors sell to Retailers, and finally Retailers may sell to customers.

The process varies in different states but Distributors are generally tasked with keeping the beer fresh as well as strategically choosing the best method of distribution to its' clients.  The clients differ based on their needs.  The store I worked at had a large profit of sales based off craft beer purchases and was able to access the special artisan craft beers that are harder to find than at your average grocery store.  Be cautious when you see something new and do some research on it before you buy it.  If the cost is cheaper for the customer and not a high mark up, then it's a great deal.

6 || Limited Cooler Space: Who Controls It 

In a ever changing market full of beer competitors, it can be tough get a front row seat in the beer cooler space.

The "front row seat" products are what are seen first by customers and generally have the best movement of stock.

I had the pleasure of designing a few beer displays and choosing which ones would go into a cooler to replace older stock.  This is not always the case for other stores that do not have the same flexibility.

 Rotating and keeping a beer fresh is A-LOT of work! 

 I have a high respect for finding a good beer selection at a store these days.  A good bottle selection is generally not created by the distributor but by the manager working with the distributor.  A few cooler spaces are reserved for the BIG beer guys and the rest are typically chosen by the manager or employees depending on how well a product sells. Again, this varies from State to State.  If a product sells, you can be sure to see it back on the front row center for all to see.  If you don't see it, just ask a sales person if there are more, usually it will be in the back or on a hot wall.

Pro tip: be nice and front beer the next time you pull one!

7 || The Make Your Own 6 Pk Section 

The holy grail of a beer store for a Untappd user would be the Make Your Own 6 Pk section.

That is the best and most cost effective way to try as many different beers as possible without breaking the bank.

This can be complicated with the variety of SKU's and beer packaging.

Generally a SKU on a bottle has a different number then the SKU on a package and can be purchased separately.  One Can of beer however has the same SKU for the price of the entire 4 or 6 Pk depending on what you're purchasing.  This can be difficult to track and many stores choose the "$10, 6 packs" to add to the Make Your Own 6 Pk section.

Wherever you shop, always ask what the policy on splitting up a 6 Pk is.

You may be able to purchase bottles or Cans individually and save money while trying several different breweries!

8 || The King of Beer Styles

Lagers, Pale Ales, Stouts, IPAs, Double IPAs, Barley Wines, Porters, Lambics, or Hefeweizens?

In a tough market a Brewery is constantly searching for trends for the new year and how to meet the ever changing demands of the craft beer connoisseur.  In the 75+ beer styles, there is one style the prevails above the rest in America.  There is one style that is convented by store managers that specialize in artisan beer because it simply sales better then others.  The American IPA or a hopped beer easily out sell's other styles.  It's no wonder many traditional breweries are switching over to hoppy beers, and Big Beer companies are buying up craft breweries that specialize in IPAs.

The king of beer styles is ruling the craft beer world without a hint of slowing down and is revolutionizing the hops industry in America.  You support IPAs and generally you can support American Farmers. We all win!



The Happy Chappy (Jeff)  

"The only true wisdom is in knowing you know nothing"

Where Everybody Knows Your Name

"Can I draw you a beer, Norm ?"

"No, I know what they look like. Just pour me one." 

-- Hilary Norm Peterson

Like many of you, I grew up watching the show Cheers. From a young age I longed for a place where I could go, relax on a barstool, and enjoy a cold beer “where everybody knows your name”. There have been a few times in my adult life when I thought I was close to finally having my own “Cheers” but more often than not the place either closed up shop or couldn’t ever put together all the pieces.

I needed a bartender that was knowledgeable about beer and that could carry on a conversation. I needed regulars who were there to listen to me when I had a bad day. I needed a place that felt like my home away from home; a place free from judgement and negativity. We have enough of that in our daily lives. A local pub is that safe place where for the short time you are there all is right in the world.

There was the one time I had a really unique bar a block down the street from my house in the historic Ginocchio hotel. No driving! A great happy hour! Housed in a beautiful historic building! But sadly it went out of business and my dreams of living next to my neighborhood pub were crushed.

Or how about the little East Texas sports bar that had $1 craft beer every day of the week? I’ll never forget the time three of us kept going back day after day until we almost drank an entire keg of Pineapple Sculpin ourselves. We rode that one hard while it lasted but from day one we knew that place was too good to be true. We enjoyed the free chips and salsa and the free pool on Wednesdays but alas the party came to an end eventually.

Over the past few years I’ve seen several promising craft beer friendly businesses open their doors in my town. I’d try and try to force it to feel right. I’d visit time and time again even though the previous visit was a total letdown. Horrible beer selections, pathetic food and terrible service were just a few of the things I would endure in the hope I might finally find my own Cheers.

A few months ago a promising new restaurant opened with 24 beers on tap. I was lucky enough to take my family to the soft opening and our server Kayden did a great job of taking care of us. I ordered a Karbach (pre sellout) F.U.N. Series 014: Roll in the Hay and it wasn’t long before one of the owners, Justin, walked over and introduced himself. Behind the bar was the familiar face of Ronnie who I had known from a couple of those other places I tried to make work over the years.

During that first week I returned 4 more times and each time had wonderful food, amazing service and fresh craft beer. With each visit I’d see new craft beers on tap and got to know the staff a little more than I did before. Over the past few months I’ve watched Rotolo’s become the premiere hangout of craft beer lovers in our area. Managers Felisha and Jess make sure we are treated as friends instead of just a customer. Dee is always there to make sure we are behaving ourselves.

Justin is one of the few businessmen around who works tirelessly to make sure his restaurant is one of the best in the area and that his craft beer selection is second to none. Do yourself a favor and check out their beer list right now. Instead of having to drive to Dallas or Austin for hard to find beers for the first time I am able to just go down to my local pub.

It is nice to walk in and not only have an whole staff that is glad to see you but also see an entire bar full of guests you see regularly. The Brew Krewe reward program has created a sort of Band of Brothers. For those making their way to 500 points there is a mutual respect that bonds us together.

Every Sunday you can find our trivia team, Talionic Justice, enjoying some friendly competition. Getting paid to have fun and drink great craft beer is something I’ll never get tired of! Even when we lose, which isn’t often, we enjoy the hell out of trivia night at Rotolo’s.





I don’t have the room to list them all but each member of the staff and all of the regulars know who you are. Thank you for welcoming me every time I walk through those doors. Thank you for always finding the perfect beer and for always bringing a smile to my face. It is because of you I have finally found my local pub. The place where I can go and all is right in the world. No one judges me when I drink a Blue Owl Professor Black for the millionth time. I only get moderately teased for all the times I order a side pasta salad with no cheese. I am accepted and made to feel as I am part of their Rotolo’s family. It is my hope that every person reading this has found or does find their own “Cheers”. It is so much fun when you are on this craft beer journey with others. The communal aspect of drinking beer is so important. The laughs I have shared at that bar are worth much more than the beers I have bought. Yes the food is great. Yes the beers are excellent. At the end of the day what brings me back (way more often than my wife probably would prefer) are the people. Without those smiling faces it would be just another restaurant with a great beer selection and while that would be a good place to visit it still wouldn’t be my “Cheers”. Between the crew and the regulars I have to say for me it really has become a place “where everybody knows your name.”

Sláinte

Joel Patrick Heflin

Beery Christmas from East Texas Brews: A few of our Favorite Christmas Brews

    
This time of year is for friends and family to get back together to catch up on life and to enjoy each others company.  It also happens to be the busiest time of the year for liquor/wine and bottle shops.  

Whether you are enjoying a glass of bubbly this Christmas or opening a special beer that was shipped to you from Uncle Joe in Connecticut, there is joy to be had by every one of us! 

So what exactly is a Christmas beer? Is it a beer full of pine tree extract and eggnog added to it?  Not exactly but it is typically a higher ABV festive beer that is a Belgium Style or a cinnamon, ginger, and nutmeg.  Basically whatever the three wiseman where bringing gifts of can be found in a Christmas beer!  Whether it's a IPA, a Imperial Stout, or a Strong Belgium, anything technically can be considered a Christmas beer for marketing purposes.  

Here is a list of a few of our Favorite Holiday beers to drink this time of year from Beeradvocate.com  


Sierra Nevada | Celebration Ale IPA














Shiner | Holiday Cheer














The Bruery | 9 Ladies Dancing
 















Great Raft Brewing | Awkward Uncle














St. Arnold Brewing | Christmas Ale















New Belgium Brewing | Accumulation 
















Rahr & Sons | Bourbon Barrel Aged Winter Warmer
















Community | Snickerdoodle
















Prairie Artisan Ales | Christmas BOMB!















Mikkeller | Santa's Little Helper























Merry Christmas from all of us at East Texas Brews and have a Happy New Year!!!

       Cheers! -Joel, Jeff, Jonathan, and Allen