Spoetzl Brewery

Spoetzl Brewery
Founded 1909
Headquarters Shiner, Texas, USA
Owner

The Gambrinus Company

Founder: Kosmos Spoetzl
Website www.shiner.com

Spoetzl Brewery is a brewery located in Shiner, Texas, USA. The brewery produces a diverse line of Shiner Beers, including their flagship Shiner Bock, a dark lager that is now distributed in 49 states. The brewery is owned by The Gambrinus Company, a family-owned company in San Antonio.

History

The Spoetzl Brewery started in 1909 as the Shiner Brewing Association, founded by German and Czech immigrants who had settled around the central Texas town of Shiner. Unable to find the type of beer they had known in their home countries, they decided to brew their own. It is the oldest independent brewery in Texas and one of the oldest independent breweries in the U.S.[1][2] The leaders of the Shiner Brewing Association named Herman Weiss as the company's first brewmaster. As the brewery gained popularity in the area, the Brewing Association began to look for a trained professional brewmaster. They found one in Bavarian-born Kosmos Spoetzl, a onetime soldier who had trained as a brewmaster in his native Germany. Part of the package that lured Spoetzl to Shiner was potential ownership of the brewery. In 1914, he co-leased it with Oswald Petzold with an option to buy in 1915, which he did, giving the brewery his own name but continuing to call the brews Shiner Beers. Spoetzl had attended brewmaster's school and apprenticed for three years in Germany, worked for eight years at the Pyramids Brewery in Cairo, Egypt, and then worked in Canada. He moved to San Antonio in search of a better climate for his health, bringing with him a family recipe for a Bavarian beer made from malted barley and hops.

During Prohibition, Kosmos Spoetzl kept the brewery afloat by selling ice and making near beer. After Prohibition, only five of the original 13 Texas breweries were still intact. Following Prohibition, Spoetzl kept things small and simple, never going more than 70 miles for business.

In the 1970s and 1980s, the brewery's Shiner Premium Beer and Shiner Bock accounted for less than one percent of the Texas beer market. In 1983, Spoetzl produced 60,000 barrels of beer; in 1990, only 36,000. Sales improved after Carlos Alvarez of San Antonio acquired the brewery in 1989: Production grew to 100,000 barrels in 1994, and over the next ten years, production nearly tripled. The company now has 120 employees.[3]

As of 2015, it is the fifth-largest craft brewery and tenth-largest overall brewery in the United States.

Products

Spoetzl currently produces nine beers year round and four seasonal brews per year.[4]

Active beers

Seasonal beers

Previously offered beers

Anniversary celebration

Shiner's Centennial celebration beers

In 2005, Spoetzl began producing a yearly brew in a progressive, anticipatory celebration of its 2009 centennial anniversary. The centennial program began developing and producing one special celebratory beer in small batches. The name of each such specialty beer corresponds to the age of the brewery: Shiner 96 was the specialty beer of 2005, Shiner 97 for 2006, and so forth. For the first two years, Spoetzl brewed Shiner 96 and Shiner 97 only from September through mid-December. Shiner 98 was released four months earlier in 2007 — in May — while Shiner 99 entered the market even two months earlier, in March 2008. Shiner 100 had the longest run of all the anniversary beers, seeing production all year long in 2009. After each beer's specified production run has ended, that year's beer is retired. However, Shiner 97 proved to be so popular that in 2008 Spoetzl brought the beer back as Shiner Bohemian Black Lager and made it a permanent part of the lineup. The Spoetzl Brewery originally intended to conclude its centennial beer production in 2009 with Shiner 100, but has since decided to continue the program indefinitely. For 2009, Spoetzl also changed the neck label for all their beers. The labels proclaimed Spoetzl's 100th anniversary and include the tag line "Here's to a century of independent brewing. Prosit!"

Below is a listing of each beer and their respective style:

Shine On

Shine On & a 6-pack of Shiner 100 at the Spoetzl Brewery

Shine On is a coffee table book by Dallas author Mike Renfro, which documents the Little Brewery's history in photos as well as story. The book follows the brewery from 1909 to 2008. In addition to the history on the brewery, Shine On also includes the history of the town, as well as a look at some of the people responsible for making Shiner beer.

ACL

Working with their Austin-based advertising agency McGarrah Jessee, Shiner's guerilla marketing efforts at the Austin City Limits Music Festival have consistently promoted their brand.[8] In 2010, the company created the "Shiner Beer Local Stage", which featured a two-day lineup of local bands performing on a custom stage constructed under two billboards near Zilker Park. 2012 saw the creation of a beer garden, complete with a replica of the Spoetzl brewery facade.[9]

In popular culture

Georgia country artist Jason Aldean was forced to change a reference to Shiner Bock in his 2012 song "Take a Little Ride". The original lyric, "grab a little Shiner Bock" was replaced with "grab a couple Rocky Tops" due to the fact that he was in the process of signing a sponsorship contract with Coors.[10]

Images

References

  1. ↑ Shiner website
  2. ↑ "Shiner Introduces Limited-Edition Shiner 96 Commemorative Brew; Texas' Oldest Independent Brewery(R) Celebrates 96 Years of Brewing Tradition.". www.allbusiness.com. Retrieved 2009-08-31.
  3. ↑ Interview with Spoetzl Brewmaster; Drink Nation article;
  4. ↑ Spoetzl Brewery tour. March 20, 2009.
  5. ↑ Gubbins, Teresa (2012-06-22). "New Shiner beer, Prickly Pear, on the market in limited supply | www.pegasusnews.com | Dallas/Fort Worth". www.pegasusnews.com. Retrieved 2014-02-26.
  6. ↑ Beer description on the label. Spoetzl Brewery. October 26, 2008.
  7. ↑ Poling, Travis E. (2010-12-29). "Poling, Travis, ″Bottle & Tap″, ''San Antonio Current''. 12/29/2010". Sacurrent.com. Retrieved 2014-02-26.
  8. ↑ "Shiner Outfoxes Heineken at Austin City Limits Music Fest | Advertising and Marketing Wisdom: Adages - Advertising Age". Adage.com. 2008-10-15. Retrieved 2014-02-26.
  9. ↑ "McGarrah-Jessee builds Texas brands with advertising and more". www.statesman.com. 2010-10-16. Retrieved 2014-02-26.
  10. ↑ "Jason Aldean Changes Song Lyrics To Accomodate [sic] Beer Sponsorship « The New Bull@100.3". Kilt.cbslocal.com. 2012-07-25. Retrieved 2014-02-26.

External links

Wikimedia Commons has media related to Spoetzl Brewery.

Coordinates: 29°26′01″N 97°10′02″W / 29.433674°N 97.167227°W / 29.433674; -97.167227

This article is issued from Wikipedia - version of the Sunday, May 01, 2016. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.