Hello, Houston!

Now is the time to thrive! Because opportunity is an often overlooked benefit of the Covid pandemic.

Way back in early March, we made the decision to not think of the impending situation as hopeless or “it is what it is.” Instead, we took a hard look at how we operate our business and chose to fix the things that could be better, no matter how difficult or menial. It meant early mornings and long nights putting in the work. When all of your skin is in the game, failure is not an option. Not now, not in 6 months (when it will actually get hard, IMO), and not in 5 years.    

As you know, we’ve been through a lot over the last two years. We’re pretty scrappy. Doing nothing and waiting for this period to pass would have been an acceptable choice. But instead, we chose growth. Yes, growth!

We’ve been planning a launch into the Houston market for 6+ months. Meticulously reviewing and then selecting bars and restaurants that would be part of the initial rollout strategy that included pop-ups, activation campaigns, and even an RV. We thought draft accounts would be the best way to enter the market. Ha! Mother Nature (or a lab in Wuhan) had other plans.  

But back to the opportunity. We found ourselves with the ability to can more beer than ever before and employees that needed something to do. So, I called one of our most supportive partners in DFW, Whole Foods Market, and asked what she thought of us expanding to Houston in May.  

And here we are today, preparing for our first delivery to Houston Whole Foods stores on Friday! The delivery includes the core lineup. Half-Life, Necessary Evil, Hoppenheimer, and Plutonium-239.

This is just the beginning!