Tennessee Brewery

Tennessee Brewery was a historic brewing enterprise and brewery complex in Memphis, Tennessee. The surviving building stands at the intersection of Butler and Tennessee streets on the bluff above the Mississippi River. Although the brewery is no longer operating, the site remains an important part of Memphis industrial and architectural history and has subsequently been considered for several redevelopment uses. The business began in 1877, when George H. Herbers organized it as the Memphis Brewing Company. In 1885, the enterprise was acquired by J. W. Schorr, Casper Koehler, and their associates. Under the new ownership it expanded into one of the largest breweries of its period. The brewery operated in an era when American beer brands were often identified primarily by their style and place of production rather than by modern-style standalone brand names. Its early portfolio therefore included Pilsener, Export, Budweiser, Tennessee Pale, and Bavarian beers. Later offerings included Columbian Extra Pale and Erlanger. The brewery’s scale made it a significant regional industrial employer. At its height, more than 1,500 people reportedly worked there, and production had reached approximately 250,000 barrels annually by 1903. That output made the operation the largest brewery in the American South at the time, according to the referenced account. The principal brewery building still visible today was erected in 1890 and has remained substantially recognizable despite later work intended to preserve it and prepare it for possible redevelopment. A bottling plant was added in 1938. Prohibition interrupted the company’s brewing operations. After the repeal of Prohibition, J. W. Schorr’s son, John Schorr, reopened the plant. The business returned quickly to production and developed Goldcrest as its best-known Memphis beer. In 1938 the beer was renamed Goldcrest 51, a reference to the brewery’s more than 51 years in the brewing business. Goldcrest 51 was sold in bottles until 1947, when the brewery began using cans. The brewery nevertheless continued using returned bottles for some local distribution until operations ended. The brewery ceased production in 1954. The surviving property then passed through several ownership and redevelopment phases rather than continuing as a beer manufacturer. Proposals at different times envisioned condominiums or retail space. Renewed public interest followed the 2014 Untapped event, which brought people into the historic structure, and a second event, called Revival, took place in 2015. After the renewed attention, Billy Orgel acquired the property, and modification work began later in 2015 to convert the building into apartments. The current owner of record identified in the reference material is 495 Tennessee LLC. Thus, Tennessee Brewery is best understood today as a defunct Memphis brewing brand and historic brewery property, with its principal legacy preserved through the building, its former regional beers, and its role in the development of the southern brewing industry.

The enterprise that became known as Tennessee Brewery was organized in Memphis in 1877 by George H. Herbers under the name Memphis Brewing Company. Its location on the Memphis river bluff placed it near the city’s commercial and transportation infrastructure. In 1885, J. W. Schorr, Casper Koehler, and associated investors purchased the operation. The change in ownership preceded a period of significant expansion, during which the brewery became one of the largest in the region. Early production reflected the naming conventions of nineteenth-century American brewing. Beers were often marketed by style and brewery rather than through distinct consumer brands. An 1890 advertisement identified Pilsener, Export, Budweiser, Tennessee Pale, and Bavarian products. The company later added Columbian Extra Pale and Erlanger. These products placed the brewery within the broad lager and beer traditions of the period while also giving it a recognizable local and regional identity. The physical complex expanded alongside production. The principal structure that survives today was built in 1890. By 1903, annual output had reportedly reached 250,000 barrels, making the brewery the largest in the South. The operation also employed more than 1,500 workers at one point, making it a substantial Memphis industrial employer. A separate bottling addition was constructed in 1938, reflecting the continuing importance of packaged beer distribution. Prohibition brought brewing to a halt. After Prohibition ended, John Schorr, the son of J. W. Schorr, reopened the plant. The brewery returned rapidly to production and established Goldcrest as its leading Memphis beer. In 1938, the product was renamed Goldcrest 51 to commemorate the company’s more than 51 years in brewing. The beer was bottled until 1947, when cans were introduced. Despite that modernization, the brewery continued to use returned bottles for some local sales until it closed. Brewing operations ended in 1954. The building, however, survived and remained substantially intact. Later owners and interested developers considered converting it into condominiums or retail space, but those early proposals did not immediately come to fruition. The property’s historic character and prominent riverfront location made it a recurring subject of preservation and redevelopment discussions. In the twenty-first century, the former brewery received renewed attention as an underused historic property. An Untapped event in 2014 brought visitors into the building and helped generate public enthusiasm. Billy Orgel subsequently purchased the site, and a follow-up event called Revival was held in 2015. Later that year, work began to adapt the structure for residential use. The current recorded owner identified in the reference material is 495 Tennessee LLC, and the property has been associated with apartment reservations. The brewery therefore survives primarily as an architectural and redevelopment landmark rather than as an active beer company.

• 2015

  Revival event and apartment conversion plans

  [1]Tennessee Breweryen.wikipedia.org

  The Revival event was held, followed by redevelopment work intended to convert the building into apartments.

• 2014

  Untapped event revitalizes interest

  [1]Tennessee Breweryen.wikipedia.org

  A public event at the former brewery helped renew interest in preserving and redeveloping the property.

• 1954

  Brewing operations cease

  [1]Tennessee Breweryen.wikipedia.org

  The Tennessee Brewery stopped operating as a brewery.

• 1947

  Goldcrest 51 moves to cans

  [1]Tennessee Breweryen.wikipedia.org

  The brewery began packaging Goldcrest 51 in cans after previously selling it in bottles.

• 1938

  Bottling plant added and Goldcrest renamed

  [1]Tennessee Breweryen.wikipedia.org

  A bottling addition was built, and the leading beer was renamed Goldcrest 51 in recognition of the brewery’s brewing history.

• 1903

  Production reaches regional leadership

  [1]Tennessee Breweryen.wikipedia.org

  Reported annual production reached approximately 250,000 barrels, making the brewery the largest in the South.

• 1890

  Surviving brewery building erected

  [1]Tennessee Breweryen.wikipedia.org

  The principal building that remains at the Memphis site was constructed.

• 1885

  Schorr and Koehler acquire the brewery

  [1]Tennessee Breweryen.wikipedia.org

  J. W. Schorr, Casper Koehler, and associates purchased the operation, beginning its emergence as a major regional brewery.

• 1877

  Memphis Brewing Company organized

  [1]Tennessee Breweryen.wikipedia.org

  George H. Herbers organized the brewery under the name Memphis Brewing Company in Memphis, Tennessee.

A large regional Memphis brewery positioned around traditional lager and ale styles, local production, and later the strongly identified Goldcrest 51 beer.

• Beer

  Pilsener

  Pilsener was the first beer marketed from the brewery. It represents the company’s early lager-oriented production and was identified primarily by beer style and brewery rather than by a separate modern brand identity.

• Beer · 1890

  Export

  Export was one of the beer styles listed in an 1890 advertisement for the brewery. The available reference identifies the style as part of the historical portfolio but does not provide a detailed recipe, packaging format, or separate brand history.

• Beer · 1890

  Tennessee Pale

  Tennessee Pale was an early beer style associated with the brewery and promoted in its nineteenth-century advertising. Its name tied the product directly to the company’s Tennessee origin and regional identity.

• Beer · 1890

  Bavarian

  Bavarian was included among the brewery’s historically advertised beer styles. The reference does not specify whether the name denoted a particular recipe, a stylistic interpretation, or a broader marketing description.

• Beer

  Columbian Extra Pale

  Columbian Extra Pale was a later addition to the brewery’s portfolio. It was presented as a named beer rather than solely as a generic style, but detailed information about its formulation and distribution is not available in the supplied reference.

• Beer

  Erlanger

  Erlanger was another later beer associated with Tennessee Brewery before Prohibition ended the original operating era. The reference confirms its production but does not provide additional product specifications.

• Beer · 1938

  Goldcrest 51

  Goldcrest 51 became the brewery’s best-known post-Prohibition beer and was described as the leading beer sold in Memphis for many years. Originally sold in bottles, it entered cans in 1947. The name commemorated the brewery’s more than 51 years in the brewing business. Returned bottles continued to be used for some local sales until the brewery closed.

• 2015Revival

  Memphis

  Revival was a follow-up public event staged at the historic brewery after the success of the 2014 Untapped event.

  Outcome. The event preceded redevelopment work focused on adapting the building for residential use.

  Source
• 2014Untapped

  Memphis

  Untapped was a public event held in the former brewery building. By opening the largely unused property to visitors, it stimulated renewed civic and commercial interest in the site.

  Outcome. The event was followed by increased redevelopment attention and the property’s purchase by Billy Orgel.

  Source

• 2015

  Adapt the former brewery for residential useStrategy

  Background

  After public events revived interest in the vacant historic property, redevelopment proposals again focused on giving the building a viable contemporary use.

  Action taken

  Modification work began to convert the former brewery into apartments.

  Aftermath

  The property became associated with apartment reservations and adaptive reuse rather than brewing.

  Source

• 1947

  Introduce canned packaging for Goldcrest 51Other

  Background

  Goldcrest 51 had previously been sold in bottles, while packaged-beer distribution was increasingly adopting cans.

  Action taken

  The brewery began selling Goldcrest 51 in cans.

  Aftermath

  The brewery continued local use of returned bottles until its eventual closure in 1954, so canning supplemented rather than immediately replaced all bottle distribution.

  Source

• 1938

  Rename the leading beer Goldcrest 51Strategy

  Background

  After the brewery resumed operations following Prohibition, Goldcrest became its leading Memphis beer. The company used a new name to mark its brewing history.

  Action taken

  The beer was renamed Goldcrest 51, commemorating more than 51 years in the brewing business.

  Aftermath

  Goldcrest 51 became the brewery’s best-known product and remained associated with the company until operations ended.

  Source

1. 1Tennessee Breweryen.wikipedia.org