The North Texas Beer Festival Heads to Las Colinas, Gets Shunned by Deep Ellum Brewery

Categories: Food News

North Texas Beer Fest.JPG
The North Texas Beer Festival is coming to that far- off convention center in Las Colinas. More than 200 beers will be available for tasting, organizers say, and 50 brewers will be featured at the event, including large-market brewers Samuel Adams, New Belgium and Magic Hat, and smaller breweries like Franconia in McKinney. The Deep Ellum Brewery will not be attending the party.

Deep Ellum Brewery Brand and Sales Ninja Tait Lifto says they weren't impressed with the selection of vendors last year. "It seemed like more of the Bud Light crowd," Lifto says, and not a great fit for the craft-beer crowd. The Deep Ellum Brewery is headed to the Texas Beer Festival in Houston this Saturday, instead.

Lifto's not alone with his distaste for commercial brews. When Jesse Hughey covered the Big Texas Beer fest, a successful and independent event spurred by beer enthusiast Chad Montgomery, he noted booths for Blue Moon and Shock Top garnered a lackluster response. It will be interesting to see if the larger vendors are shunned at this larger event.

They're certainly targeting a different flavor of beer enthusiast. Moving the Savor Dallas event to the Irving Convention Center shifted the crowd's demographics, which obviously skewed more suburban. The same will likely happen for this event.

Tickets are $30 if purchased online before the event and $40 at the door, while designated drivers can attend the event sans suds for a twenty-spot.

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Irving Convention Center

500 W. Las Colinas Blvd., Irving, TX

Category: General

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Yomama
Yomama

Seems like an elitist, douchey move on the part of DEBC. Definitely gives the craft beer drinker/brewer a snobby appearance. Yes, I read the posts from the guys that work there, and to me its complete bulsh. They would rather go to Houston than be there for the LOCAL folks that they are trying to sell to and are making them money. I'll definitely be looking to support Franconia, Peticolas, and the other true Dallas breweries that didn't sell out to go to Houston instead.

G_David
G_David

That far off convention center in Irving?  The one from which you can actually see downtown Dallas?  You're not THAT new here, your geography shouldn't suck quite that badly.

todd
todd

Good point.  C'mon Reitz, Irving is part of DO's circulation area.  Just because it's too far for you to ride your Big Wheel doesn't mean you need to be dissin on it. 

Chase
Chase

Am I missing something here???? First off, the NTBF last year was successful from what I noticed. Mixed crowd, well, yeah, I too was once a Bud Light drinker..... "It seemed like more of the Bud Light crowd", if I read this back then it would have somewhat put a bad taste in my mouth about the people in the Craft Beer industry and thinking the drinkers are nothing but snob's....It's events like this and the Big Texas Beer Fest that get people to try new brews they wouldn't normally try...so why oust the Bud Light drinker? Many of us use to be one. It's those drinkers that eventually convert to better, tastier brews.  The fact Deep Ellum would rather travel to Houston for an event but ignore the local one in their back yard really surprises me. If all breweries acted like this in North Texas we never would have had our first festival last year as well as this year and prove that North Texas can pull off a beer festival. Some of the local beer enthusiast complained last year about Macro beers being at the NTBF......well, I seen some at the BTBF as well....so whats the problem?.....these festivals are about celebrating different beers...we all know who will most likely come to these events anyway, Craft Beer drinkers are those looking to see what this culture is all about.

NTBF last year= "a success", Big Texas Beer Fest= "a success"...

Nena
Nena

Chase,

Did you not read the posts from Deep Ellum? I think whoever wrote this article is trying to encourage the Houston - Dallas feud. Like John said, they participated in the North Texas event last year and they don't have the man power or beer to participate in both and since they did NOT participate in the Texas Beer Festival last year they wanted to this year. It is the author of the piece that is telling the story in the negative.

Mervis
Mervis

Well said. No horror stories like those out of Austin last month.

Matthew Tait Lifto
Matthew Tait Lifto

While I think "Shunned" was an awfully strong word for Dallas Observer to use, we do have to pick and choose where we spend our time and money as a 5 month old startup company that came on the scene to deliver on our promise of making good beer.  Sometimes, that means you might have to go to a bar or to our brewery instead of a particular event.  We just can't do everything.  In this particular case, we just didn't see a fit for us with this event where we are right now.  Maybe another year.  Nothing against North Texas Beer Festival - it just isn't for us this year.  If it's your thing, definitely go to it.  The quotes in this article are paraphrases and some liberties were taken by Scott to make a more interesting read, but I support anyone's right to CHOOSE.  We choose to do something else.  If you want our beer, it's available right here in DALLAS pretty much anytime you want it  :)  -Tait Lifto, Sales & Brand Ninja, Deep Ellum Brewing Company

This is a quote from our Brand Book: 

"Good Beer is a Choice

For toomany years, the main ingredient in most mass-produced beers has been hot air.

Since the first widgetsever rolled off an assembly line, we’ve been sold on the notion that anythinggood could be better if we only made a few million more just like it — and ifthey were instantly available anywhere from Syracuse to Seattle. Since then,mass production has infiltrated every facet of culture—leaving a sea of cheapcommodities in its wake. Combine that with aggressive beer marketing designedto create loyalty to labels rather than quality, and you’ve got a recipe formediocrity on a grand scale. Since the end of Prohibition in America, theanswer to logistical problems of mass production, preservation andtransportation came in the form of fillers and other workarounds to compensatefor the higher cost of fresh, perishable ingredients. Along the way, in aneffort to cut costs and appeal to the lowest common denominator, we also lostthe spirit of innovation and experimentation. In craft beer, there are noshortcuts. The men of Deep Ellum Brewing Company make every barrel from scratchwith only the freshest ingredients. After all, they only plan to make what theycan reasonably sell —and it’s probably never going much further thanWaxahachie. Making craft beer is a journey. It’s about choices — both for the brewer and the patron. And in the sameway you can tell the difference between fresh meat and processed parts, it’sabout a return to quality. It’s about tasting all of the beer. Every decisionleaves its mark on the product. It’sdeliberate.  And if there’s one wordto describe Deep Ellum Brewing Company, it might be that."

Mervis
Mervis

Nicely said!

When can we expect the can with the extra indentation on the top so we can pull our keys out of our pocket to punch that indentation to help the beer will come out faster even though it probably would have taken the same amount of time if I didn't have to take my keys out of my pocket? ;)  

Mervis
Mervis

"that far off convention center in Las Colinas" - as opposed to the Plano Convention Center where this event was held last year.

Downtown Dallas to Irving CC - 14 milesDowntown Dallas to Plano CC - 20 miles

Scott
Scott

These beer festivals are great but I'm having to stop at just a couple a year anyway. For a new craft drinker, I can see the benefit to trying lots of new stuff. I can usually get just as much out of hitting a pub now and spending $40 ($80 counting spouse) or maybe just going directly to the brewery on the weekend and hitting the tasting room. The last 2 I've attented, Brewmaster International in Galveston and New Orleans World Beer Festival just a few week's ago, should hold me over for quite a while. They're fun but it's getting a bit overdone. Personally I'd like to see breweries holding their own festivals now instead, like Spoetzel used (?) to do with Shinerbocktoberfest.

CheeryBitch
CheeryBitch

Not sure the various hours of the breweries in the area, but why not a brew tour, similar to the wine trails and chocolate tours?

John Reardon
John Reardon

John here, Founder and Chief Evangelist from Deep Ellum Brewing Company. I'm not sure where this article is coming from, but our reasons for not attending are pretty simple - we don't have the manpower or the beer to be everywhere. 

We attended this event last year and weren't too impressed. In fact, Drew and I went out on the "brews cruise" the evening before and were treated to a night of Bass, Harp, and Guiness Extra Foreign Stout - oh joy. The good news, this is the event where I met Chad Montgomery and learned of his efforts of putting together a festival for all the right reasons. It was Chad's event that got our support this year. No disrespect to North Texas Beer Festival, but we will be applying our efforts at events of our choosing. 

Just because you are hosting an event in our backyard will never guarantee our support. We take this craft beer thing pretty darn seriously. We will align our efforts with those who do the same. 

Cheers and beers,

John ReardonFounder & Chief Evangelist Deep Ellum Brewing Company

Coleman
Coleman

 classy guy right here

Mervis
Mervis

Keep up the good work John and crew. Your brews are tasty.

Scruffygeist
Scruffygeist

I'm going to seek out your products whenever possible now for that.

Pennywisejc
Pennywisejc

They're just upset about missing out on your beer. It's not easy being green, yo.

WorldBeerGuy
WorldBeerGuy

Yes, Deep Ellum Brewing Company was at last year's North Texas Beer Festival, so they speak from experience.  So was Chad Montgomery who then started Big Texas Beer Festival IN DALLAS instead of a suburb.  That should tell you something.

DEBC supports DALLAS and CRAFT BEER.  If you say otherwise, you obviously haven't met them - they bleed dallas and craft beer. 

Guest
Guest

Deep Ellum Brewery is badass. They love the city (Dallas... the actual city...) and I'm glad they're not supporting the blood sucking suburbs and the boring fatasses that inhabit them.

todd
todd

yeah, because it can only be cool if it's name is Guest and south of knox henderson. 

John
John

Sounds like Deep Ellum needs a new Ninja, aren't you supposed to make people that are unfamiliar with your beer try it, even though I highly disagree with the Bud Light crowd comment, did you even attend last year? .  Deep Ellum is the closest brewery to the festival, and the only local guys not attending, way to support your local craft beer community.

Beerme
Beerme

They aren't the closest. Peticolas is on the west side of downtown. And I may be missing some other ones. Basically- if you missed Big Texas Beer fest a few weeks ago - TOO BAD BUDDY, IT WAS AWESOME!. And the other breweries were basically shaking in their boots because of how DEBC has their shit together. I actually like Peticolas's beer better, but it's fun to be a fan of DEBC, they are killing it.

Devan
Devan

A different type of beer enthusiast? Do you mean those who like to spend $9 for a beer at one of the Uptown douche bag clubs? A beer enthusiast is one who has their personal favorite crafts and is very possibly a home brewer. Oh, and we will travel for a great beer event, so what makes you think that just because this is happening in Las Colinas  instead of Fair Park is going to make you think or expect a "different" type of beer drinker is going to show up?  

CheeryBitch
CheeryBitch

Exactly. We drove over an hour for the Big Texas Beer Fest.

Kergo 1 Spaceship
Kergo 1 Spaceship

Why is ReitzFace doing this artie?  Where's Jessie?  

Dear Scott,    Stick to food trucks and Matt M-love ya!  The Kerg's

ps-I love me some Deep Ellum IPA.......good stuff.

Eric
Eric

I don't agree with the "bud light crowd" comment because Jester King won the award for best beer.

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