Alamo Beer Firm’s new homeowners are planning updates to the brewery’s model in San Antonio and past.
Australia-based personal fairness agency SKJ Capital closed on a deal to purchase Alamo Beer Firm in December. Now, SKJ Capital is updating the downtown brewery’s taproom, planning a model refresh and bringing that model abroad.
Meaning the taproom on Burnet Road is closed in the intervening time. It’s going to reopen mid-year, stated Melody Selby, a advertising and marketing supervisor for SKJ Capital and Alamo Beer Firm.
“We’re beginning off with a taproom refresh,” she stated. “We’re not doing something drastic.”
SKJ Capital purchased Alamo Beer Firm out of Chapter 11 chapter proceedings, closing a deal Dec. 25, 2025. Alamo Beer Firm was based by Eugene Simor in 1997. It hit uneven waters as bills rose and alcohol shoppers’ preferences shifted and the brewery filed for Chapter 11 chapter one yr in the past.
SKJ Capital’s facelift will embrace some portray and redecorating, Selby stated. That refresh will lengthen to the beer firm’s model within the close to future, she added.
Although SKJ Capital plans to maintain the corporate’s well-known “Alamo” lettering, Selby stated, Alamo Beer Firm might get new distribution supplies and promotional materials.
“That’s not going to occur for some time,” she stated. “Proper now, we’re determining the place we wish to go along with the model.”
SKJ Capital’s plans will not be confined to San Antonio. Whereas that is the agency’s first foray into america, it owns Brendale Brewing in Brisbane, Australia.
Vacationers might quickly take pleasure in Alamo Beer on the opposite aspect of the planet. Selby stated SKJ Capital plans to rename Brendale Brewing, turning it into an Alamo Beer Firm.
“We’re bringing Alamo Beer recipes to Australia,” she stated. “It’s going to be an Alamo Beer Firm with an Aussie aptitude to it.”
Selby stated they are going to be sister breweries, not precise copies, in an effort to match the Australian market. The connection might additionally convey Australian flavors and recipes the opposite manner.
“We do have some glorious brewmasters on either side,” Selby stated.
Whereas a number of adjustments are deliberate, Selby stated native occasions and staffing will stay the identical. The brewery is hiring extra gross sales managers and has a brand new CEO, Jason Pond, however received’t change its native staffing.
Selby stated native trivia and karaoke nights will even stay, as soon as the taproom reopens.
Selby stated Viva Beer and ShotGun Seltzer, two manufacturers acquired by Alamo Beer Firm, will nonetheless be accessible.
