Shiner Brewery, renowned for its iconic Texas beer, has embarked on a spirited evolution, adding a new dimension to its legacy with the introduction of a new line of distilled spirits.
This initiative marks an expansion for the century-old brewery, now known as K. Spoetzl Brewery & Distillery, as it ventures into the vodka, gin, and whiskey game.
Since 1909, Shiner beer has been exclusively brewed at the Spoetzl Brewery in Shiner, Texas, a town with a population of 2,173 as of 2022. Presently, the brewery distributes over 6 million cases of Shiner beer to various states throughout the nation, according to the brewery’s website.
Considering the saturated market, the decision to venture into the world of spirits might raise eyebrows. With a keen eye on its Texan roots, the brewery has launched its new line exclusively in Dallas-Fort Worth, a strategic move meant to test the waters before broader distribution.
For reference, according to the annual economic report from the Distilled Spirits Council of the United States, revenue from spirits in the United States experienced a slight uptick of 0.2% last year, reaching $37.7 billion. While this increase may seem small, it surpassed the growth rates of both beer and wine sales.
“The spirits sector showed resilience in 2023, navigating through the choppy wake of the pandemic and maintaining our market share lead of the total beverage alcohol market,” said Chris Swonger, president and CEO of the Distilled Spirits Council of the United States, per CNBC.
The unveiling of Shiner’s spirits line took place at the Waters Restaurant in downtown Fort Worth, allowing connoisseurs to be treated to an array of cocktails ranging from classic martinis with Shiner Craft Gin to concoctions featuring Shiner ‘Shine Corn Whiskey. The event aimed to introduce consumers to spirits that matched the standards associated with the Shiner name, according to the Fort Worth Star-Telegram.
Tom Fiorenzi, director of brewery and distillery operations, stressed to the news outlet that Texas is the heart and soul of Shiner, reflecting in every aspect of the production process. From sourcing ingredients like pecans and juniper to utilizing artesian water discovered in Shiner over a century ago, each element of the new spirits aims to pay homage to the brewery’s heritage.
With plans to introduce the new spirits to additional markets and welcome summer guests, Shiner seems to be embarking on a journey to expand the company’s revenue stream with liquor while maintaining production standards.
On a positive note for whiskey consumers and producers alike, as previously reported by CNBC, an agreement was reached between the United States and the European Union to prolong the suspension of EU tariffs on liquor until March 31, 2025, providing significant tax relief to U.S. distillers shipping their liquor to Europe.
