When it came time to finally distribute its hoppy concoctions, Busted Sandal Brewing Company, based out of the city's Medical Center area, knew canning was a no-brainer. They followed the examples of Branchline Brewing Company, which was the first brewery in town to can and, of course, Freetail Brewing, which is distributed by Silver Eagle and found just about anywhere great beer is sold.
Choosing what beer to can was also simple. According to Roland Tamez, director of marketing and communications for Busted Sandal, the brewery went with their most accessible offerings, the 210 Ale and the Slippery Rock IPA. The former carries a 6.1 percent ABV and pairs with just about anything (from burgers to ceviche), making it a perennial beer to sip whether by a fire or while on the Guadalupe River come spring.
"It's also named after our area code so we wanted to give people something to enjoy and hold in their hand," Tamez said.
The latter he described as a middle of the road IPA suitable for beer drinkers who are trying to dabble in craft. Once the beers were chosen, the matter of designing the can began. Busted Sandal worked with Aaron Mendiola, now with Mad Pecker Brewing Co., to help land on a winning label that was simple but represented the brand and who the brewers are.
"That was by far the longest part of the process. You have to nail it when you go to market," Tamez said.
The canning plates donning the laid-back namesake chancla in either a bright forest green or silver, were printed in Toronto, which were then turned into cans at a canning company, and now the small staff at Busted Sandal fills them with beer sporadically. The resulting cans are modest, with nods to both the city's skyline and the Spurs. Cans were officially on shelves on January 8, though a can unveiling party was held in early December.
"Everything we're doing, we do on site, which is funny because no one would think you can brew beer here, let alone can it," Tamez said.
Pick up a sixer of Busted Sandal's first two releases at select area H-E-Bs, Gabriel's and Spec's.