Texas Beer Culture
Beer is the third most popular drink consumed in the world. Damn you water and tea. Pub crawls, beer festivals, pub games bar billiards all make up what is now beer culture. Our lives are inundated and bombarded by social media and infomercials daily. No longer is the bar or tavern the local hangout for the old and crotchety where we get our information or news. No longer is the bar a dimly lit smoke filled room. Now, taverns and pubs are both male and female friendly and sometimes family friendly establishments ready to serve up artisan foods and artisan beers. Pop art neon signs brightly proclaim come in sit down, have a few. No longer is beer your dads swill from 70’s. O no it isn’t.
Look at Sam Adams who is looking to release Utopias a very humble 28% ABV beer that will set you back $200.. In return you get to drink a beer built from beers aged over 20 years and blended together. For example, Art of The Brew, an Austin tradition that combines beer and art to create art that reflects their beer. The beer culture is driven by youth, and conservation, living green, living within your means, and being healthy. Beer drinkers today are sometimes looking for the next big thing; the weekly trip to the beer store to grab the newest beer off the shelf. If you tend to follow specific breweries you look for newest one-off beer or specialty brew that has been aging in a barrel.
Our beer culture was once actually a living thing but war and prohibition drove smaller breweries out of business. Up until the 1920’s there were over 2000 thousand breweries in the United States. Prohibition closed all but the most successful. By the time Prohibition was repealed in 1933 only a fraction could reopen. Brewing and brewers have always been held in high regard. brewers were the wizards that made us feel better. They took handed down recipes and tools and created for us the drink of life. Many times gatherings would be held at the local brewery, pub, or similar establishment. A social network for people that thrived throughout the industrial revolution. However, while at its peek, the decline of the local brewery happened. Whether it was loss of popularity or brand popularity local brewing lost its foothold.
Texas as of November 11, 2015 is experiencing a resurgence in local brew. With well over 150 breweries in Texas, patrons across the state are clamoring for the next big beer. Drink local, support your community, cries throughout the state as people strive to make their breweries succeed. Texas is a big state and with over 26 million people making this state their home local goods and services means big money. Today with social media, self-promotion and marketing is a full time job in itself and many local brewers are hitting the ground running; often promoting their beer before it is even for sale.
With the growing population and the need for Texas to be self sustaining growers are adapting. Much of the grain used for malt was grown in Idaho, North Dakota, Montana, Colorado and Wyoming. For the local breweries however, their success depends upon attaining local ingredients. Black Lands Malt, located just outside Austin, Tx, has found its niche and is that provider for locally malted grain. For all the beer brewed in Texas how much of the grain was actually grown here in Texas? Many brewers will brew a beer with a specific malt in mind for flavor profile. Now the need to maximize profits a create a sustainable product from farm to table is necessary. Black Land Malt is at the forefront of an industry needed in Texas. Not only are cereal grains used for beer but they are the base on of many products on the market today. Wheat is one of the top ten cash crops in Texas with a little over three million acres harvested every year. Locally malted grains for brewing should be on the minds of every Texas Brewery.
Black Land Malt is where a sustainable beer culture begins and where I begin. In the next articles I will introduce or attempt to introduce every brewery in Texas, a major undertaking I think. I don’t want to merely collect all the information from the interweb, my goal is to photograph and document each location as historical information.