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Austin's original microwbrew comes home: Celis Brewery returns to Texas thisfall
My head is in the oven, and the oven is on. It's summer in Texas and the thermometer in my rearview mirror is reading a nightmarish 107 degrees. It is 4:45 p.m., I have left the office and all that is running through my boiling brain is the image of a frosty beer. While the Coors Light silver bullet train commercials carry some appeal, a light, generic and utterly tasteless brew from Colorado is not what I have in mind.
Texas breweries like Real Ale, Independence, Live Oak, Thirsty Planet, and even my hometown honey Southern Star (Conroe, TX), provide locally-crafted, unique and tasty alternatives to corporate whistle-wetters. And soon, the list of 30 breweries that reside in the state of Texas will welcome another to the mix: Celis, the original Austin microbrew.
After a decade-long stint with the Michigan Brewing Company, the Celis brew brand is returning home. Originally founded by Belgian brewer Pierre Celis, the brand was recently acquired at auction by Pierre’s daughter, Christine Celis. Christine Celis will begin brewing in Austin again this fall, bringing her father's famous recipes back to where it all started.
Celis is teaming up with boutique branding and interactive agency, The Ampersand Agency, to provide an exciting marketing plan for the newly acquired brand and its champion brews, including Celis White. Celis White, which Pierre Celis began brewing in his father's stables over 50 years ago, received an overall rating of 86 on beeradvocate.com with shining reviews from beer experts.
Ampersand CEO, Cindy Holladay noted “I was a huge Celis fan back in the mid-nineties when Celis rocked the craft beer community nationwide and created the fun, lively brand that made them famous. Christine and her dad Pierre produced exceptional tasting beer at a level of expertise and quality that I’d never seen before."
Though details still are still in the works for Celis's celebrated return, Holladay did hint that the Celis personality will be in full force. "For those who remember the famous parties at the brewery and Pierre’s famous accent, all I can say right now is hold on! You’re in for a real treat."