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Brewery gives Bock to Shiner

Residents say 100-year-old firm helped to make name for Shiner

Brewery gives Bock to Shiner
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  • Sonny Long •
  • Originally published October 1, 2009 at 11:21 p.m., updated October 2, 2009 at 9:24 a.m.

  • SPOETZL BREWERY ECONOMIC IMPACT

    Spoetzl Brewery pays taxes on 13 real estate properties, on minerals and on personal property. On all properties in the name of Spoetzl Brewery, the amount paid to Lavaca County for 2008 taxes was $82,683.09.

    SOURCE: ...

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    • SPOETZL BREWERY ECONOMIC IMPACT

    Spoetzl Brewery pays taxes on 13 real estate properties, on minerals and on personal property. On all properties in the name of Spoetzl Brewery, the amount paid to Lavaca County for 2008 taxes was $82,683.09.

    SOURCE: Lavaca County Central Appraisal District and Lavaca County Tax Assessor/Collector's Office.

SHINER - Dallas chef Jennifer Schaertl often gets the same response when she tells people she is from Shiner, Texas.

"They almost always follow with, 'Like Shiner Bock?' For the most part, they're surprised to find out that Shiner is a real town, so I think it's safe to say that Shiner Beer is the dominating image of Shiner," said Schaertl, who after graduating from Shiner High School in 1997 has lived in Dallas and New York City.

Spoetzl Brewery, the maker of Shiner Bock and other Shiner beers, is observing its 100th anniversary in 2009.

"When I was in high school, relatively few people had heard of us and even in places like Austin, some folks assumed it was an import," Schaertl recalled. "By the time I moved to New York, people had heard of Shiner Bock, but you couldn't buy it anywhere. Now it can be found on tap in bars even in New York City."

Once confined to regional distribution, Shiner beer is now available in 38 states, including Alaska and recently began exporting to Mexico. Production has risen from 40,000 barrels in 1989 to more than 400,000 barrels today. Shiner Bock is the flagship beer, accounting for about 85 percent of our total volume, said current brewmaster Jimmy Mauric.

Spreading the Shiner name is one of Spoetzl's most valuable contributions to the town.

"Because of this name recognition, tours of Spoetzl Brewery are the mainstay for attracting visitors to our town," said Marilyn Parker, president of the Shiner Chamber of Commerce. "On many occasions brewery tourists will also go to the Wolters Museum, eat at local restaurants, tour other industries, browse our shops and thus become familiar with the many offerings that we have."

Dominic Villalpando, who owns the Country Corner Cafe, where patrons in just the right booth can see the brewery, put Spoetzl's impact simply.

"It puts Shiner, Texas, on the map," he said.

Shiner Mayor Fred Hilscher also appreciates the brewery's public relations effect.

"We're glad to have them here," Hilscher said, noting the brewery is one of the oldest businesses in town. "It helps Shiner more than anything for identity. It's a neat thing. We're more than thankful that we have them here and they participate and what they do and give back to the community."

Spoetzl is the town's second-largest employer, behind Kaspar Wire works. Along with paying hundreds of thousands of dollars in taxes each year, the brewery makes numerous charitable contributions.

Earlier this year, the brewery donated $100,000 to help St. Paul High School construct a new gymnasium. The brewery sponsors the annual fireworks display during July's Half-Moon Holidays and provides goodie bags for children during Santa's visit at Christmas in the Park.

"The generous donations made by the Spoetzl Brewery Charitable Fund have greatly enhanced opportunities for the recipients such as civic organizations and both public and Catholic schools," said Irene Cerny, who is involved with several charitable and civic organizations in Shiner.

Mauric, brewmaster since 2005 and only the sixth in the brewery's 100-year history, credits current owner Carlos Alvarez and the Gambrinus Co. for the brewery's rejuvenation. He said that in the mid-80s the brewery even experimented with a wine cooler, It's A Spritza.

"We were doing anything we could to add some production to the plant. You did what you could to keep it flowing," said Mauric, assistant brewmaster at the time.

Alvarez, who made his reputation importing Corona to the U.S., bought Spoetzl's in 1989.

"Basically he told us that we are here to make Shiner beer," Mauric said. "That was his focus. He had a vision for Shiner. We haven't looked back since."

Related stories:

Shiner carries on tradition of making kosher beer

Shiner beer's sixth brewmaster is home grown

Spoetzl Brewery timeline

Festivals abound in October

Aprill Brandon does what she does best...drink beer


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