Brewery
Matthew Hikory(left)
and Jeffrey Shults(right)
LaBru to maintain their unique brews.
Another huge obstacle was
introducing the Mexican market to
different styles of beer. For years the large
commercial brewers have dominated
the market and people’s perception of
beer was limited. Even before LaBru
began, Jeffrey brought an ice chest full
of home brew from Rochester, NY to
Morelia. Inside were 72 bottles with
10 styles of beer — “likely the heaviest
piece of luggage ever to be put on an
airplane” said Jeffrey with a chuckle.
Each and every restaurant owner
Jeffrey shared his beer with looked at
him puzzled especially as they tasted
the heavy stout beer. Only the German
wheat beer brought a smile — why? It
tasted most like the common commercial
beers readily available in México.
At the beginning of LaBru, Jeffrey
would show up to parties with a
Lot Number and Alcohol content
hand written on every bottle
www.mexico.is
5-gallon keg and as he says — “no
one knew a thing about this gringo
with his strange brew.” He would hang
around and take the time to share the
story of his beer, always hoping this
expensive hobby would grow into a
viable business. Slowly people began to
realize that it was quality beer, and the
growth and popularity soon followed.
Matthew’s business mind has helped
LaBru move beyond just a couple of
guys brewing beer to a company with a
plan — that plan — to get LaBru into more
mouths across México. Currently 1