Send us a text

Jack Hendler of Jack's Abbey Craft Lagers shares his journey from an ice manufacturing family to becoming a pioneering force in American craft lager brewing. His vision goes beyond recreating European styles, challenging American brewers to develop their own lager identity using local ingredients and innovative techniques while honoring traditional processes.

• Family background in ice manufacturing shaped Hendler's commitment to quality and manufacturing excellence
• Jack's Abbey initially brewed eccentric lager styles like IPL to establish craft credibility before transitioning to more traditional offerings
• Naming and marketing of beer styles significantly impacts sales, with "IPL" struggling while terms like "Cold IPA" and "West Coast Pilsner" resonate better with consumers
• Oktoberfest provides a crucial marketing opportunity for lager brewers due to its strong positive associations and consumer understanding
• Hendler emphasizes the importance of heritage barley varieties and maltsters in creating distinctive lager flavors
• Using American-grown malt varieties and American brewing techniques creates uniquely American lagers rather than simply copying German styles
• The formation of Hendler Family Brewing Company maintains craft independence while expanding portfolio diversity
• Jack believes the craft beer industry needs lager as a strong second option to IPA for long-term health and sustainability

Check out our supporter Coppertail Brewing, making Florida-inspired beers just outside Ybor City since 2014. Look for Freedive IPA, Night Swim Porter, Cloud Dweller Hazy IPA, or Unholy Triple throughout Florida.