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April 2015
| Business World
127
In late 2013/early 2014, Adelbert’s started a
microbrewmovement that encapsulates, em-
powers and opens a whole new world of pos-
sibilities for the Austin, Texas-based brew-
ery. Bottle conditioned and true to form
with the city’s hyper-localized mentality, the
sub brands create an array of unique flavor
elements that offer a new perspective – both
from a business aspect and as a beer enthusi-
ast.
“The way our sub-brands work is: we own
them. We brew it, we bottle it, and we sell
it,” Zomper Haney said. “The employees
within the brewery are the brand managers
for that. They’re the ones creating the reci-
pes, overseeing the marketing and managing
for those beers. The labels look different and
the beer output is different, but it does say
brewed and bottled at Adelbert’s Brewery in
tiny print on the label.”
During the interview with Business World,
Hovey mentioned the shifting change hap-
pening in bars and beer circles everywhere,
saying: ‘slowly but surely, people are getting
away from the Budweisers and the Millers
and the Coors. They’re seen as your dad’s
beers and non-cool.’ Adelbert’s vision for
their sub brands goes beyond becoming a
status symbol for a new generation.
“For us it’s a really cool way to create a brain
trust of brewers,” ZomperHaney said. “Every