Courtesy photo.
SANTA BARBARA — Shalhoob Meat Company is proud to announce a new, delicious venture: Shalhoob Beer Company. To mark this new venture, a Can Cracking celebration featuring live music and FREE tri-tip sandwiches will be held at its first convenience store placement, 7-Eleven on the Mesa, at 1909 Cliff Drive on July 30 from 4:00 – 6:00 p.m.
Started by father and son team John & LJ Shalhoob, the beer carries on the tradition of excellence the Shalhoob name stands for in this region. The idea for the beer line grew out of their love for predecessor Jerry Shalhoob’s famous jerky.
LJ Shalhoob explained, “The one thing more satisfying than a fresh bag of jerky or a delicious sandwich on a nice Santa Barbara day is a cold beer to go along. It seemed like a natural step to create a drink to accompany the delicious food Santa Barbara knows us for.”
Beginning in 2015, the two immersed themselves in the brewing culture. They contacted top brewers across California to gather insight, tips, and information on what makes a good beer. Consulting these experts along the way, they began experimenting with hops and local fruits using a small artisan batch brewing system in the same cutting room that’s been operating since 1973.
“Brewing right inside our butcher shop gives us a chance to perfectly pair our beer with the flavors of our jerky and Patio kitchen,” stated Shalhoob. “We worked to create recipes that are drinkable all day, yet full of exciting flavor that speaks to the Santa Barbara locals’ inherent palate. We spent countless hours tweaking them until they met the same Shalhoob standard that’s been at the heart of our success.”
Approaching their 50th anniversary, the Santa Barbara-based company expanded their butcher shop in recent years by opening the Funk Zone Patio Eatery, where great food and a classic Santa Barbara ambiance created an instant favorite locals hang out. Now showcasing the new Shalhoob beer line up, the Patio is a one-stop-shop for people seeking to couple great food, good times, and a delicious pint.
In addition to finding their beer at 7-Eleven Mesa or on tap at the Shalhoob Funk Zone patio, a growing list of convenience stores throughout the tri-county area (Ventura, Santa Barbara, and San Luis Obispo) will offer Shalhoob Beer Co. starting August 1. In Santa Barbara, that includes The Bottle Shop, Stop & Shop, and Las Positas Liquor.
To further help spread the word about the new beer, Shalhoob’s is holding an Instagram scavenger hunt promotion. Just snap a photo of the Shalhoob Beer Co. can at any store (look for the classic white Shalhoob longhorn label). Add the hashtag #ShalhoobBeerCo and tag five friends. Show your post at the counter of Shalhoob’s Funk Zone Patio for a $1 draught beer from their tap.
Those planning to attend the Can Cracking can RSVP and invite friends at https://www.facebook.com/events/890798931304218/.
About Shalhoob Meat Co.: Shalhoob Meat Company has been a family-owned and operated staple in Santa Barbara since 1973. Originating as a butcher shop, they supply the best local restaurants, hotels, and institutions with the finest meats and provisions. They also serve up delicious food and experiences at the Shalhoob Funk Zone Patio Restaurant and Brewery, located directly in front of the Shalhoob Butcher Shop located at 220 Gray Avenue. Learn more at Shalhoob.com, or by following @ShalhoobMeatCo on Facebook and Instagram.