Southern Breeze 2007 Holiday Issue

W Collector Pierre McGraw (center) boasts the world’s largest collection of Dixie memorabilia. From signs, bottles, bottle openers, coasters, trays, matchbooks, clocks, and more, it chronicles the history of Dixie Beer. 48 s o u t h e r n b re e z e . c o m a history of hops When Dixie Brewery first opened on Tulane Avenue in 1907, it faced tough local competition. At one time, as many as 13 breweries dotted the city, and local brands such as Jax, Union, Regal, and National each claimed legions of passionate fans. Jax Brewery occupied facilities along the Mississippi River in the French Quarter starting in 1890. Along with its popular Jax Beer, the company—once the largest independent brewer in the South—produced brands such as Sabana, 4X, and Tex. Union Brewing Company capitalized on the American patriotism of the early 20th century. After a false start in 1907—which, ironically launched Dixie Brewery—Union reemerged in 1912, producing Old Union Lager. The revolutionary company built a fireproof brewery, used motorized trucks for delivery, and, in 1914 installed a state-of-the-art Meyer bottling machine. Falstaff also called New Orleans home. Started in St. Louis in 1903, Falstaff once reigned as one of the country’s best-selling beers. In 1937, Falstaff purchased the former National Brewery, which had been built in 1912, in New Orleans’ Mid-City neighborhood. Over time, Dixie’s competition dwindled. Prohibition claimed some breweries. Corporate mergers and acquisitions squeezed out others. Union closed in 1939. The local Falstaff plant shut down in 1978. Jax Beer disappeared in 1974, and in the 1980s, developers converted the abandoned Jax Brewery into a retail shopping center. A museum on the second floor still pays tribute to Jax history. Eventually, only Dixie remained from the old days. a brewery’s rebirth Dixie held on, but not without its share of hard times. A string of owners struggled to keep the brewery afloat. Bad-tasting beer in the 1970s drove away drinkers. Coy International purchased the brewery in the early 1980s and positioned Dixie as a discount beer. Before long, the brewery faced bankruptcy, and it looked as though New Orleans’ brewery era was over. Along came Joe and Kendra Bruno. At an age when most couples are considering retirement, the Brunos purchased the ailing brewery and brought new energy to the Dixie brand. “Dixie was on the verge of going under when we bought it in 1985,” says Kendra. “It was literally 15 minutes from going into bankruptcy when we signed the papers.” Over the next decade, they re-engineered the company into a profitable venture. At first, they focused on resurrecting Dixie’s namesake lager. “We had to change the perception of Dixie,” says Kendra. “We had to convince buyers that it was not a cheap beer.” http://southernbreeze.com

Table of Contents Feed for the Digital Edition of Southern Breeze 2007 Holiday Issue

Editor's Letter Contributor Gumbo Words & Notes Coastal Calendar Storefronts Sweet Dreams Art of Living Fixtures Our Backyard Make Yourself at Home Beach Bam! A Big Easy Christmas Upwardly Mobile Can't Drive Old Dixie Down Rock On! The Play's the Thing Cheers Dish Chef's Table Let's Eat Reader Services Last Bite

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