February 20th 2024.
In a ground-breaking move for the City of Houston, Jonathan Brown and Carl Roaches Jr have brought the first Black-owned brewery, For The Culture, to the scene on October 21, 2023. But this brewery has a twist that sets it apart from the rest - it's a "craft-culture exchange" that shares its space with another brewery, Ovinnik Brewing, owned by women, Janine Weber and Jen Mathis. As reported by ABC 13, this concept is the only one of its kind in both the State of Texas and its flagship city, Houston. The arrangement benefits both parties as they share ownership and work together in a cooperative and supportive environment.
It's no secret that this has been a passion project for Brown and Roaches since the devastation of Hurricane Harvey. In fact, they have a video version of their journey that will be airing this afternoon, Friday the 16th, at 4pm on Channel 13 Houston. Be sure to tune in and witness their inspiring story. The team at For The Culture is grateful to ABC 13 for sticking with them and telling their story to the world.
As their popularity grows, For The Culture is gearing up for an exciting weekend ahead. On Thursday, they will be hosting a "Hoppy Hour" from 4-7pm, followed by a visit from their new friends at Napulee Pizza on Friday from 3-8pm. And on Saturday, they will have the pleasure of having El Comal Taco Eatery serve up their delicious tacos from 1pm to 8pm. It's a weekend you won't want to miss, so make sure to stop by and join in on the fun!
But this isn't the first time For The Culture has hosted tasty treats. In fact, they have had the pleasure of working with other local businesses, such as Powerhouse Wings, who served up their mouth-watering wings last Saturday and Sunday. And let's not forget their upcoming Super Bowl party on Sunday, starting at 4pm. It's the perfect place to enjoy delicious food, great company, and of course, their amazing beer selection.
Roaches spoke to ABC 13 about the collaborative atmosphere within the brewery, stating, "They've become like a family to us," to which Weber, also the head brewer at Ovinnik, added, "To see people smile and sit around a table like a whole family, like, eight people sitting around a big picnic table laughing and toasting. That's what we want. We just want people to be happy and enjoy each other's company. And beer, it's better than cocktails."
Before securing their brewery space, Brown and Roaches had been operating their business out of Brown's garage for four years. As Brown explains to ABC 13 in 2022, "That's where we've been for the last four years. My wife is so excited about this, so I can get out of her garage. Hers. Not ours. I have so much equipment there, and she's been awesome."
Starting a brewery is no easy feat, with estimates placing starting costs anywhere from $250,000 to $2 million, depending on the size and type of drinks offered. Brown and Roaches chose to operate out of a garage not only to keep costs low, but also because obtaining an alcohol permit is no easy task - it requires a physical building and equipment.
Enter Michael "Mufasa" Ferguson, who serves as a mentor and consultant for For The Culture and is also the company's brewer emeritus, making him one of the first Black master brewers in America. It was Ferguson's idea to merge the two companies together, as they both faced challenges during the COVID-19 pandemic. As he explains to ABC 13, "Oh, and COVID happened and made everything much more expensive. Both of them are saying, 'We need a lot more investors.' And it's like, 'Here's the plan. Why don't you two get together and open up under the same roof? It's a woman-owned brewery and a Black-owned brewery, and it's a joint venture, and it's just never been done in Texas before. So, let's do something new.'"
Ferguson also sheds light on how advertising campaigns have limited the exposure of Black and other people of color to craft beers, instead associating them with malt liquor. "I blame that on advertising and the way that they advertise differently for people of color when it came to beer and things like that...Billy Dee Williams on Colt 45 billboards," Ferguson explains. "It's like, 'OK, you're people of color. You're drinking malt liquor, right? OK, you aren't people of color. You're drinking Hamms and Olympia.' The fact is, there was no avenue for people of color to get into this industry because it wasn't one that presented itself to the community at large."
One of the driving forces behind the merging of For The Culture and Ovinnik was the shared experience of Hurricane Harvey, which caused widespread flooding and destruction in the city. Roaches reflects on this experience, telling ABC 13, "It's like, 'Well, yeah, we could die today. So, if we live tomorrow, why not?' And so that was kind of our impression of how we went about it. And it was something that we put our minds to."
Roaches also highlights how their beers bring people from all walks of life together, especially in a diverse and global city like Houston. "For us, it's just about being able to present not only some classic takes on beer, but also some remixes," Roaches says. He also emphasizes that their breweries are sending a message to the larger Houston community - they are here, and regardless of whether you look like them or not, you are welcome to come and enjoy their brews.
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