One of the first craft beers introduced in Texas is making its way to North Texas this week. 

In 1992, brewmaster Pierre Celis opened Celis Brewery in Austin. In the process, he introduced an innovative new brew, known as witbier (white beer) to Texas palates. Twenty-five years later, Celis’ daughter, Christine Celis, is bringing this unique beer to Dallas-Fort Worth, with help from local distributor Andrews Distributing Co., which is headquartered in the area.

But, the Celis story and launch involve more than yet another craft beer coming to DFW. Rather, it revolves around a legacy stretching back more than 50 years, and the introduction of craft beer to the Lone Star State.

AN ORIGINAL BELGIAN BREW

Pierre Celis was raised in Hoegaarden, Belgium, a locale known for its witbier since the Middle Ages. By the 19th century, Hoegaarden boasted 13 breweries and nine distilleries.

In 1957, though, the last local witbier brewery closed its doors. And, less than 10 years later, Celis decided to start a new brewery. He named it Brouwerij Celis (Celis Brewery), and manufactured the product in the traditional witbier style, using ingredients such as yeast, hops, coriander, and dried Curacao orange peel.

Eater Austin noted that Celis Brewery, at the time, was arguably one of the largest influencers of the craft beer culture, not only locally, but throughout the country.

In 1992, Celis sold his stake in his now-large company, moved to the U.S., and launched Celis Brewery on U.S. 290 in Austin, with help from his daughter, Christine, and son-in-law. Celis Brewery sold witbier made from the original Hoegaarden recipe.

Eater Austin noted that Celis Brewery, at the time, was arguably one of the largest influencers of the craft beer culture, not only locally, but throughout the country. Miller Brewing Co. eventually acquired the Celis brand, and closed down the Austin operation in 2001, selling it to Michigan Brewing Co. The company continued manufacturing the witbier, under Pierre’s direction.

Pierre died in 2011, and Michigan Brewing declared bankruptcy in 2013, closing another chapter on witbier. At least, until Christine Celis set out to revive both the Celis brand and its brewery.

“It took Christine many, many years to go back and re-purchase her father’s trademarks, as well as the ingredients for the brews,” said David Holt, vice president of brand building with Andrews Distributing Co.

She succeeded, and on June 23, 2017, Celis Brewery — both operations and a tap room — opened on Metric Boulevard in Austin.

NEXT STOP, NORTH TEXAS

Holt indicated that Andrews Distributing’s standard practice when launching a new product is to first “seed” the market by rolling it out into different locations without a whole lot of fanfare. Then, the launch parties take place the following week, to introduce the public to the product. That process is currently underway with the Celis beer in North Texas.

Celis White, Celis Grand Cru, and others are currently available, on tap, in bars and grills throughout North Texas. Starting this week, is when the real party begins, with launch events taking place at locations including the Katy Trail Ice House, Flying Saucer Draught Emporiums in Addison and Fort Worth, The Thirsty Growler, and Dallas Craft Co.

“The history is what makes this such a special opportunity for North Texas beer lovers.”
David Holt

Holt said Christine Celis will be on hand at the Celis launch events, where beer tastings will also take place. Andrews Distributing has distribution rights for nine counties throughout North Texas, though beer lovers are more likely to find the brew available in Dallas, Collin, Denton, and Tarrant Counties. Holt said Celis beer will be available in area package, convenience, and liquor stores in August.

What sets the Celis brand apart from others, Holt continued, is its compelling history.

“Celis was the first craft beer of Texas,” he said. “The history is what makes this such a special opportunity for North Texas beer lovers.”

DFW Celis launch events will take place at the following dates and locations:

Wednesday, July 12

· The Thirsty Growler, 5733 SH 121, The Colony
· Jack Mac’s Swill & Grill, 19009 Preston Road, Dallas
· Flying Saucer Draught Emporium, 14999 Montfort Drive, Addison

Thursday, July 13

· Katy Trail Ice House, 3127 Routh St., Dallas
· Lakewood Growler, 6448 E. Mockingbird Lane, Dallas
· Braindead Brewing, 2625 Main St., Dallas
· Meddlesome Moth, 1621 Oak Lawn Ave., Dallas
· Strangeways, 2429 N. Fitzhugh Ave., Dallas

Friday, July 14

· Flying Saucer Draught Emporium, 111 E. 3rd St., Fort Worth
· World of Beer, 5005 S. Cooper St., Arlington
· Lone Star Taps & Caps, 6115 Camp Bowie Blvd., Fort Worth
· What’s on Tap, 201 Town Center Lane, Keller
· Dallas Craft Co., 5120 SH 121, Colleyville

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