Spoetzl Brewery

Spoetzl Brewery
Founded	1909
Headquarters	Shiner, Texas, USA
Owner(s)	The Gambrinus Company
Website	www.shiner.com

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Shiner Bock, Shiner Light, Shiner Blonde, Shiner Hefeweizen, and Shiner Black Lager

Spoetzl Brewery is a brewery located in Shiner, Texas, USA. Also known as the "little brewery in Shiner",^[1] the brewery produces Shiner Bock, a dark beer that is now distributed in 41 states. The brewery is owned by The Gambrinus Company.

[edit] History

Spoetzl was founded in 1909, and is the oldest independent brewery in Texas.^[2] A group of businessmen incorporated Shiner Brewing Association and placed Herman Weiss in as the company's first brewmaster. In 1914 a German immigrant brewer named Kosmas (or Kosmos) Spoetzl co-leased with Oswald Petzold with an option to buy in 1915. 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, Kosmas 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. When the Prohibition laws were repealed larger beer plants, such as Anheuser-Busch, moved to Texas making life harder on the smaller independent breweries, but Spoetzl kept things small and simple never going more than 70 miles for business.

In the 1970s and 1980s the brewery's Shiner Beer and Shiner Bock had less than 1 percent of the Texas 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.^[3] The company has 66 employees.

As of 2011, it was the fourth-largest craft brewery and tenth-largest overall brewery in the United States.^[4]

[edit] Products

Spoetzl currently produces eight beers year round and four seasonal brews per year.^[5]

[edit] Active beers

Shiner Bock — Spoetzl's flagship beer. Bock has been brewed since 1913, almost as long as the Spoetzl Brewery has been in business. However, it wasn't until a few decades ago that Shiner began producing Bock year-round. Bock was considered a lent beer, and therefore was only made around that season. Today 73% of the beer made at the Spoetzl Brewery is Bock.
Shiner Blonde — Blonde is the direct descendant of Spoetzl's earliest brew. Although Blonde has carried numerous names, such as Shiner Special, Shiner Premium, and Shiner Texas Special, the recipe has been virtually unchanged since it was first brewed in 1909. For this reason, Blonde carries Brew Kettle No. 1 on its label.
Shiner Bohemian Black Lager — Originally a limited edition schwarzbier for the Spoetzl Brewery's 97th anniversary, it became a permanent part of the brand portfolio in late 2007. Black uses imported Czech Saaz and Styrian hops and dark-roasted malts.
Shiner Kosmos — The original Shiner Kosmos was available in 1999 with a higher alcohol content and a different taste. This re-release is an American Pale Lager style beer available only in Shiner Family Packs, one bottle per six-pack.
"Shiner Old-Time Alt" — is available in Shiner Family Packs (1 bottle per 6-pack) and is the first in the "Brewer's Pride" Limited Edition series.
"Shiner Ryes & Shine" — is a rye lager available in Shiner Family Packs (1 bottle per 6-pack) and is the second in the "Brewer's Pride" Limited Edition series.
"Shiner Light Blonde" — A light beer with only 99 calories, for people who want a light beer with character.

[edit] Seasonal beers

Holiday Cheer — Cheer is an "old world dunkelweizen" brewed with Texas peaches and pecans. Malted barley and wheat are used.^[6] Holiday Cheer replaced Shiner Dunkelweizen as the brewery's winter seasonal.

Smokehaus — Spoetzl's smoked 'sommer' beer is brewed with pale malt that's been smoked with native mesquite. Smokehaus has an alcohol content of 4.89 percent by volume and an IBU of 16.

Dortmunder — Spring Ale Dortmunder Style has the malt profile of a Helles, the hop character of a Pils, but is slightly stronger than both. The brew is a renamed version of Shiner Fröst, and was released as the new Spring seasonal in 2011.^[7] First brewed in Dortmund, Germany for the hardworking coal miners of the town, this distinctive blend has something you might not expect– a touch of sweetness that quickly fades to a crisp hoppy flavor.

Fröst — Shiner Fröst uses Two-Row Malted Barley, Malted Wheat and Munich Malt for a full bodied flavor. Hallertau Tradition and Spalter Select Hops contribute to the noble aroma. Fröst has an alcohol content of 5.5% by volume, a bitterness of 25 IBU and color of 8 SRM.

Ruby Redbird — This is Spoetzl’s summer seasonal for 2011 and it’s brewed with Texas Ruby Red grapefruit and ginger. This beer uses Munich malt and Mt Hood, Citra and Cascade hops and it is 4.01% ABV.

[edit] 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 on indefinitely.

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

Shiner 96 — Märzen/Oktoberfest
Shiner 97 — Bohemian Black Lager
Shiner 98 — Bavarian Style Amber
Shiner 99 — Munich Style Helles Lager
Shiner 100 Commemorator — Starkbier
Shiner 101 — Czech-style Pilsner
Shiner 102 — American Style Double Wheat Ale
Shiner 103 - Wild Hare Pale Ale

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!" All the neck labels are similar, but each beer's label mimics the beer's signature colors.

[edit] 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 document's 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.

[edit] Bocktoberfest

Shiner Bocktoberfest was an annual music festival held each October in Shiner, Texas. Bocktoberfest featured a concert line-up that blended Texas Country, Modern and Alternative Rock with Blues, Pop and Americana.

The Shiner Bocktoberfest Concert began in 1994 as the “Thanks a Million” concert, a tribute to the first million-case sales year achieved by the Spoetzl Brewery. Thousands of people attended the concert as the city of Shiner celebrated. The following year, the concert name was changed to the Shiner Bocktoberfest Concert. Bocktoberfest, originally on the brewery grounds, moved to Green Dickson Park, just one mile east of the brewery, to accommodate growing crowds.

The 2006 Bocktoberfest was the last. In early summer 2007, the Gambrinus Company announced that the annual concert would be discontinued.^[8] According to Alvarez, the financial and administrative costs of the festival had become excessive, and the company needed to shift its energies toward its beers.^[9]

[edit] ACL

Working with their Austin-based advertising agency McGarrah Jessee, Shiner’s guerilla marketing efforts at the Austin City Limits Music Festival have consistently achieved notoriety.^[10] Most recently, 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.^[11]