The program aims to help cities drive “craft beer tourism,” the release states, supporting local hospitality and manufacturing businesses.
The details
The program, which launched in March, looks to showcase Texas as a “premier craft beer destination,” its website states. It is facilitated by the Texas Craft Brewers Guild, a statewide nonprofit trade organization.
The Brew City, Texas program focuses on the economic development as a result of craft beer tourism. The state has more than 400 breweries, and craft beer contributes $4.5 billion each year to the state’s economy, according to the release. The industry also supports more than 30,000 jobs.
The state still has room for growth in the craft brewing sector, the release states, noting that Texas ranks 47th for breweries per capita.
"The Brew City, Texas program represents a significant milestone in the Texas Craft Brewers Guild’s efforts to support and elevate the state’s craft brewing industry," said Caroline Wallace, executive director of the Texas Craft Brewers Guild, in the release. "By collaborating with cities like McKinney who are committed to celebrating the unique culture and flavors of Texas craft beer, we aim to drive tourism, stimulate local economies and further establish Texas as a world-class beer destination.”
Cities in the program are classified as either a “craft beer destination” or an “emerging brewscape,” its website states, and 25 cities have joined the program including Cedar Park, Denton, Galveston, Sugar Land and Pearland.
Cities in the program are featured in the Brew City, Texas directory and have access to promotional materials and other resources offered by the organization.
The context
McKinney has two local breweries—Tupps Brewery and Franconia Brewing Company.
Tupps Brewery recently moved into its new larger space downtown at 402 E. Louisiana St., relocating from its prior facility at the McKinney Cotton Mill. The family-friendly brewery spans about 4 acres and features a taproom, scratch kitchen and outdoor beer garden.
“We started Tupps 9 years ago in the great city of McKinney and it has been an amazing experience,” Tupps Brewery owner Keith Lewis said in the release. “From the beginning, the city teamed with us to help us grow and welcomed us to participate in all major events and celebrations.”
Franconia Brewing Company, located at 492 McKinney Parkway, brews German-style beers and offers packaged beer for sale as well as a beer served in its tap room. The organization recently shared that it will relocate in a post on its Facebook page. The brewery’s new location has not been announced.
McKinney will also soon have another option for craft beer downtown. Union Bear Brewing Co. is set to open its new location at the corner of Virginia and Church streets later this year, the release states.
The location will feature a dining room, patio and chef-driven menu. The restaurant will not brew beer on-site but will offer its craft brews on tap and for purchase from a walk-in cooler, according to the release.
Quote of note
"We're thrilled to join the Brew City, Texas program, a new initiative that helps strengthen our community's economy and tourism efforts via recognition at the state level,” Visit McKinney Executive Director Aaron Werner said in the release. “This designation and partnership underscores McKinney’s commitment to supporting local businesses while inviting visitors to experience the unique flavors and hospitality our city has to offer.”
Learn more
For more information on the Brew City, Texas program, visit www.texascraftbrewersguild.org/brew-city-texas-program.
