So, it’s more than a trend. Whole Foods brews its own beer
on 30/03/14 at 9:52 amBeer
North America’s 360-some Whole Foods Markets already sell beer made by more than 500 different breweries. But one location set to open on Houston’s Post Oak Boulevard this summer plans to pour beer under a label never before sold at Whole Foods, or anywhere else: its own.
Last week, the Austin-based supermarket chain started soliciting applications for a brewmaster to head a brewery at the new location — a first for the company and, perhaps, for the American supermarket industry. Though several other grocery chains sell their own beer, they usually subcontract the actual brewing of the liquid to outside companies.
In a phone call with The Huffington Post, Nichole Becerra, who oversees the beer programs for all the Whole Foods in the Southwest, described the brewery as an outgrowth of Whole Foods’ experimentation with building bars at locations around the country.
“As we developed our beer program and made it better, putting beer bars in our stores and offering growlers in our stores, it just seemed like a natural evolution for us,” she said.
For now, details on the brewery remain fuzzy. Becerra’s team is currently inviting employees around the region to send in suggestions for the label’s name; she says the name will ultimately be “something really fun” rather than the “365″ brand that Whole Foods currently uses for most in-house products.