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Our Story



Once upon a time, a long, long, time ago, there was a beer called “Alamo”.   The year was 1884 and the brewery was Lone Star Brewing Company.  Well loved by locals, the beer was made with the premium barley malt, Saaz Hops and Texa rice.



The start of Prohibition dried up the supply of “Alamo” beer along with the other beers across the nation.



Prohibition ends. The “Alamo” beer brand was forgotten and the trade name went dormant.

alamo Beer co. is Born.

Meeting the rally cry, Eugene made a pledge to produce a beer called ALAMO.  


Skip ahead to the mid 1990’s and the arrival of Eugene Simor from his hometown Santa Ana, California (no relation to General Santa Anna of Mexico, but doesn’t that make a great hook!). Eugene’s legendary thirst for local brews was satisfied by the likes of Frio, Yellow Rose, and if nothing else, Lone Star… all brewed right here in San Antonio.  As most long-time residents know, Frio did not last.  Yellow Rose did not make it.  And the coup d’état and last straw was the closing of Lone Star Brewery and the layoff of over 600 hard working San Antonians.




While snacking on a box of Alamo-shaped novelty crackers, it donned on Eugene on there wasn’t an “Alamo” beer in San Antonio. The sugar buzz combined with a beer bender lead him to research the ALAMO trademark. To his surprise, the ALAMO trademark was available. Immediately, he began the legal process of securing the brand.



Armed with the trademark, Eugene was ready to fight the Texas-regional beer world.



The first batch of ALAMO beer was brewed and sold with the help of friends at Frio Brewing Company before it closed.



With the close of Frio (and Yellow Rose), Eugene was left with nowhere local to brew ALAMO. Through a story in the San Antonio Business Journal, Eugene discovered Real Ale Brewing Company in Blanco, Texas. At the time, Real Ale was brewing only a few thousand barrels of beer each year in a storefront basement just of Blanco’s town square and did not have the distribution in San Antonio.


Eugene made the 50-mile trek up Hwy. 281 to visit the brewery and learn to brew beer with Brad Farbstein, owner of Real Ale. Brewing started at 6 am each morning, and Eugene was eager to help and ready to learn.



It didn’t take long for Brad to realize Eugene and his catchy trademark weren’t going to give up without a fight, so after a few months of working out contract details, the two entered into a deal to begin brewing ALAMO Golden Ale.


October 2003

ALAMO Golden Ale was flowing on tap in San Antonio.


Since our humble beginnings, ALAMO beer has expanded its offerings to match the diverse palate of our beer drinkers. We strive to deliver a beer that is proudly local. We welcome the underdog, the polished, and the renegade who seek out beers they can proudly drink and share with friends.


That’s the history of our beer, the people who brew it, and the Alamo Defenders who inspire it – confident, bold, unrestrained, and true to itself.


Fiercely Independent.


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