Texas Brewers Guild with Caroline Wallace and Chris Troutman
Episode Overview
Chris took a virtual trip and sits down with Caroline Wallace, Executive Director of the Texas Brewers Guild and Chris Troutman, Co-Founder of Good Line Beer Co., to unpack the realities of running and growing a craft brewery in today’s market especially in a state as large and diverse as Texas.
If this conversation sparked your curiosity about craft beer in Texas, Visit the Texas Brewers Guild website texasbrewersguild.org to enlist your support for the guild.
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Inside the Thriving and Evolving Texas Craft Beer Scene
Welcome to the Get Hoptimized podcast! We recently sat down with Caroline Wallace, Executive Director of the Texas Craft Brewers Guild (TBCG), and Chris Troutman, Co-founder and Head Brewer at Goodline Beer Co. in Lubbock, Texas, to discuss the dynamic world of Texas craft beer. From a massive boom to navigating post-COVID challenges, here are the key takeaways from our conversation.
A State of Growth and Collaboration
Texas is a giant state, and its craft beer industry is just as massive, ranking in the top tier nationally for production and economic impact.
Big Numbers: Texas is home to over 440 breweries, contributing an impressive $4.7 billion in economic impact, placing it third in the country.
Untapped Potential: Despite its size, the state still ranks 48th in breweries per capita, indicating significant room for growth, especially in mid-level cities and towns outside the major metro areas like Austin, Houston, and Dallas-Fort Worth.
A Friendly Community: Both guests emphasized the "really friendly brewing industry" in Texas, characterized by collaboration and a commitment to lifting each other up. The TBCG is the organized embodiment of this spirit.
The Taproom is King
A major shift in the industry, especially post-2019, is the pivot away from mass distribution and back to a focus on the taproom model. Legislative victories in 2013 (allowing brewpubs to sell over the bar) and 2019 (allowing manufacturing breweries to sell beer to-go) have fueled this trend.
Experience First: Chris Troutman noted that his brewery, Goodline Beer Co., is 90% taproom sales. Breweries are viewing their business as selling an "experience" and "community," not just beer.
Calculated Growth: The current attitude among brewers is "caution." Instead of aggressive, statewide distribution, many are focusing on self-distributing to a 15 to 100-mile radius or opening multiple, smaller taproom locations to maximize local market share and maintain better margins.
Diversified Offerings: To appeal to a wider audience and keep revenue stable, taprooms are expanding their offerings beyond beer. This includes food programs, non-alcoholic beverages, THC/hemp-based drinks, and even incorporating features like disc golf courses or coffee shops.
What the Texas Consumer is Drinking
The Texas craft beer consumer is evolving, but some trends remain dominant due to the state’s cultural roots.
Lagers Lead the Way: Due to the state’s immigrant roots, lagers have a strong stronghold in Texas and are a staple at nearly every brewery. Lower-alcohol options, often referred to as "dad strength," are growing in popularity as consumers seek sessionable options.
IPA Influence: Following the national trend, IPAs remain strong, with Hazy IPAs being particularly prominent. The influence of pioneering breweries like Jester King Brewery (wild fermentation) and Pinthouse Pizza (Hazy IPA standard) continues to shape the state's beer culture.
The Role of the Texas Craft Brewers Guild
The TBCG is a critical resource for the state's brewers, focusing its mission on four key areas:
Community Building: Fostering collaboration among brewers for advice and troubleshooting.
Advocacy: Leading legislative efforts to improve Texas beer laws (which can be slow, as the legislature only meets every other year).
Education: Hosting conferences (Annual Meeting, Texas Brewery Roundup) and informal Guild Gatherings for member learning.
Promotion: Running major events like the Texas Craft Brewers Festival in Austin every November and the Texas Craft Brewers Cup competition.
The Guild also runs the Texas Brewery Passport App, allowing craft beer fans to check-in, collect stamps, and earn rewards for visiting breweries across the state.The Biggest Industry Challenges
The industry is currently battling twin challenges
Rising Costs: Breweries are dealing with significant increases in operating expenses, with ingredients alone seeing a 10-20% jump last year. This forces a greater reliance on high-margin taproom sales and diversified products (like wine-based margaritas) to maintain a healthy business.
Impact on Suppliers: The conservative approach to growth means less expansion (fewer new tanks, canning lines), which in turn puts pressure on industry suppliers (equipment, point-of-sale, ingredients). The Guild is actively seeking new partnerships to support both brewers and the broader supplier ecosystem.
Join the Texas Craft Brewers Guild!
The future of Texas craft beer will be defined by collaboration and adaptability. If you are a brewer, a brewery-in-planning, a retailer, an industry supplier, or a tourism group, the Texas Craft Brewers Guild is the organized voice and collaborative force helping the industry grow.
Interested in joining the community, advocating for progress, or leveraging Guild resources?
Visit the official website: texasbrewersguild.org
Follow on social media: @TXCraftBrewers
