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KEEP DRINKING LOCAL

Deep Ellum Brewing Company Expansion Plan

This Sunday marks four months from when our first keg hit the market. Maybe it had something to do with the good 11/11/11 omen or maybe, just maybe, we had some clue what we’d been preaching for the last few years. Dallas is not a dumbed down beer market. There’s a strong presence of beer folk who are highly invested in seeing our craft beer community succeed, and succeeding it is.

I’m not certain of the current tally, but it’s my guess that we have somewhere close to 10 breweries in planning around the metroplex. That’s pretty awesome. It’s a constant question of whether or not we are worried by the coming influx of breweries, and while I understand people’s reasoning to ask, the answer is always a resounding no. Unlike other industries in this world, we are working towards a common goal – to educate the consumer that choice exists in the beer world – and a better choice at that. I am a bad beer convert – a corporate bitch, who was stuck in the autonomous habit of grabbing the cheapest sixer on my way to the checkout. And while I used to argue which piss water was better than the other, I now find myself enjoying a promiscuous beer lifestyle – one that involves cheating on even my own brewery, so long as the choice is about quality, craft, and local.

I welcome the new breweries (spoken like some seasoned veteran, which I’m clearly not). Nope, I’m just a cowboy, holding on to the rollercoaster, just trying to keep up. I’m okay with that. But the demand in the market is sometimes not so forgiving. We need more breweries to help even the load. In other words, we can not supply what this market can drink – probably not today, tomorrow, or at any foreseeable point in the future. Pardon my french, but it’s a big fucking market. And what we’re doing, as a community of craft beer lovers, is working. People are wising up to the “triple hopped, and drinkability” bullshit. What used to be about marketing and price is now about quality and flavor – it’s a tipping point, and one that is firmly here to stay.

I say all this, as a ramble of such, to inform you that we are expanding. We have doubled our keg float, doubled our fermenters, and have acquired a small bottling line to help get us on down the road. It’s an aggressive move, I agree, but a necessary one if we have any chance of maintaining a (somewhat) consistent supply. We’re also just about to begin construction on our beer garden, which will take the place of our busted concrete and razor wired warehouse yard. It’s a bright future for Dallas craft beer. And one that I’m proud to be a part.

I will say this, however, expansions are expensive. And we could use some help. So if you have some money, and want to give it to us, give me a call. And there’s the rub.

Keep drinking local.

JR

5 Responses to KEEP DRINKING LOCAL

  1. Jonny5 says:

    I would love to give you all my money, but it all seems to go towards your beer instead. It is a predicament. 

  2. Colin Alsheimer says:

    Theoretically speaking, what’s the going rate for a % stake in the brewery?

  3. The strategy reflects the nation’s growing thirst for boutique beers from independent breweries that simply can’t produce enough to meet the demand of a larger market – so they’re putting local customers first.

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