SETX Whiskey Fest
Image Credit: SETX Whiskey Fest, 2023. Chris is in this photo at the Stranahan’s booth - do you see him?
Liked
Strong inaugural event for a great cause
Lacked
Pre-event communication of logistics/floorplan
Loved
Diversity and quality of distilleries represented
The premier whiskey experience of Southeast Texas
For the unaware, the Texas liquor store scene is dominated by a small number of chains with significant presence followed by a long tail of individual stores or those with a handful of locations. Some of those larger chains that you may know by name (like Spec’s and Total Wine) demand the most attention given both their geographical reach across Texas and their annual sales, allowing them to better manage relationships with distributors and the distilleries that work with said distributors. There is a lot to unpack in how Texas’ liquor laws function (or don’t), and the impacts it has on all parties involved, but at Distillery Reviews we focus on the good - not through ignorance or avoidance of the bad but through a desire to highlight positive experiences and the people that make them possible.
And Longhorn Liquor is a chain bringing the good to a new level.
Somewhere around September 2022 we became aware that something different was coming to the southeast Texas (SETX) whiskey scene with a new event sponsored by Longhorn Liquor. We have family in the area and have been patrons of Longhorn stores for years, and some of our rarer bottles from Scotch to allocated bourbons to Texas whiskies are from their stores despite us driving past 30 other stores to get to the closest Longhorn location. They have personable employees, a great selection, fair prices, and a focus on SETX (though stores do reach the West side of Houston). The idea of them hosting an event had us cautiously optimistic. Longhorn has the relationships, the reputation, and the swagger to pull off something great, so we did what any other fan would do and asked for VIP tickets as a Christmas present (no seriously, we did). Santa delivered, and in January of 2023 we made our way to Beaumont, TX for the inaugural SETX Whiskey Festival.
First Impressions
An event like SETX Whiskey Festival is best enjoyed with a little bit of planning, and after stressing if a polo fit the dress code (it did) and how early to show up (we settled on about 40 minutes before the VIP start time of 5pm), we had a rough outline of something viable to start with. Longhorn Liquor had some in-store tastings planned for the same day, so early in the afternoon we drove to the Beaumont location to meet Mario, a rep for Andalusia Whiskey that was sampling their new Longhorn pick of the Revenant Oak Peated Single Malt Whiskey. Mario gave us some insights into the upcoming festivities from his view as someone working it (all positive), and we headed home to change and chug some water before heading back to the main event.
The Beaumont Convention Center has good parking, but we did the smart thing and had a designated driver drop us off so we could responsibly enjoy ourselves. The extra time allowed us to scope things out and get a sense of how attendees would flow into the event space. A few signs around the far side of the building indicated we were in the right place, but in case we were unsure there was a shining silver winnebago out front being run by War Wagon Cigar Lounge. This was definitely the right place. After waiting around for ten minutes or so a few other eager VIPs had shown up and the crowd was enough to warrant starting the ticket check and wristband handout process. We formed a semi-orderly, excited mass and waited to be let in.
By 435pm we were inside the initial set of doors and able to get a glimpse of the vendor map for the first time where it was perched on an easel in the waiting area. We took a picture to begin refining our plan of attack, noting that the Sazerac booths were in the back corner and the rumor was they would have Pappy pours available for the VIPs that booked it over there as quickly as possible (they did and it was delicious). On our left we were greeted by an impressively long set of tables holding swag bags and our etched Glencairn whiskey glasses to be reused during the event. At 455pm the friendly staff were ready to let us in, and we quickly moved into the main convention hall to shoot a few quick videos before heading to the back. After some Pappy we realized that we didn’t have any other plans. Oh well!
For the next four hours we sampled a fraction of the available spirits from probably three dozen of the booths between us. At times we stayed together and played more of a rep role, helping introduce people to some of our favorite Texas distilleries and their offerings while sampling them ourselves. At other times we split up to wander the overwhelming number of booths, stopping for a quick pour here and there, or spending 15 minutes at one place learning about a brand or even getting a few special pours that may have been kept under the table instead of on it. There were QR codes throughout the space and at various booths that let you review the spirits and purchase your favorites for a future Longhorn liquor pickup, but often we were too engrossed in conversation to remember. At various hours we made our way to the excellent buffet run by Bando’s catering, a local Beaumont business. There was plenty of water available and restrooms were easily accessible off of the same area that the food was served in. Tables were a bit hard to come by, however, and part of our group ended up standing against the wall to quickly eat before returning to the main convention center floor.
Some of the vendors were happy to share their own experience working the event, and we got insights into the size and costs of booths, the logistics of working with the organizers and Longhorn Liquor, and a sense of how much relationships played a part in their attendance at an event that some were pleasantly surprised to see be such a success in its first year (others were not surprised because they believed Longhorn could pull it off all along). We were even able to see the “Vendor Event Exit Info” survey given to each booth, and every copy we saw had the same responses on it - no issues, 10/10 for “food & food service”, and positive comments (if any) provided in the written suggestions sections. It is one thing to throw a great event for attendees - it is another thing entirely to consider the wellbeing and experience of the workers making it all possible. Smiles abounded, new relationships were made, and lots of great spirits were sampled. What a time.
And speaking of wellbeing, a prominent fixture at SETX Whiskey Festival was their connection to Cure Rare Disease as the charity organization that all proceeds were going towards. We found out later in 2023 that the event raised over $300,000 for Cure Rare Disease - an impressive donation that further highlights the positive impact that Longhorn Liquor and other sponsors of the event have on the larger community.
Lasting Memories
The inaugural event was a blast, even if things got a bit hazier towards the end. Looking back at our photos and notes we were still inside the convention center at 915pm when vendors were already packing up. The crowds - manageable throughout the evening - thinned quickly at the planned closing time and gave us a chance to catch up with friends of our group that we struggled to connect with throughout the event.
After making our designated driver stop several times for food (and after a solid night’s sleep), we regrouped Sunday morning to discuss our experience. We rifled through business cards, swag, and progressively blurrier photos of bottles while looking back at our Instagram posts to further jog our memories. In the end we agreed that there was plenty of space to physically move around in (something not to be taken for granted at big events), that none of us remembered to scan QR codes and complete purchases, and that the steep price for VIP was worth it when you considered the exclusive pours and an extra hour of time. An odd list, to be sure, but an honest one nonetheless.
Wrapping up this post almost a year later, the thing that we remember most is simply how much we enjoyed ourselves. We left laughing - not because we drank too much but because it was an excellent experience from start to finish. We met new people, tried new spirits, and created a new tradition that we look forward to continuing each year for as long as we can. What more could you ask for?
Looking Forward
Longhorn has promised that the 2024 event on January 6th will be even bigger than last year, with a planned ~105 booths (up from ~93) filling the Beaumont Convention Center. Bando’s is back to handle catering, the War Wagon Cigar Lounge will be in full force out front, and live music will be available outside in between. The Longhorn Liquor booth itself will once again have some excellent pours, and the Beaumont location may have some additional allocated offerings around the same weekend of the event if the stars align. Be on the lookout!
The organizers and sponsors learned a few lessons from 2023 that are leading to adjustments in 2024. Michael Wright shared on a recent video interview with The Functional Gentleman that the QR codes will not be making an appearance in 2024. Per Michael, “…it didn’t go off exactly without a hitch… …it’s something that we intend to continue to work on. Build that infrastructure and be able to offer that to the vendors so they can capture some sales in real-time.” From our experience Longhorn is a relationship-driven company, and our expectation is that they’re looking to make the event as beneficial for all parties as possible. We’re curious to see what more real-time sales opportunities will look like in coming years. The outdoor covered tents are supposed to be doubling in size in response to their popularity last year, and heaters will be in place if the weather stays cooler. There are even talks of an official after-party in Beaumont for those interested in spending more time together after the event ends at 9pm.
Where Longhorn wants to take SETX Whiskey Fest depends on the demand, and organic growth is the ideal approach according to Michael Wright’s same Functional Gentleman interview. Creating a destination event in southeast Texas is no small feat, but heading into the second year of SETX Whiskey Fest we can already see the beginnings of something that may outpace what the Beaumont area can sustain. When and if that day comes then what approaches will the festival and its organizers take to keep pace with demand without sacrificing ties to the local community that it loves? We don’t envy the challenges that may arise in the coming years, but we look forward to seeing how they are overcome. For now, we are happy to make the trip to Beaumont and celebrate with other fans of the Longhorn brand and the great distilleries that it has partnered with, both from Texas and beyond.
Summary
With more vendors to compliment an already impressive lineup, and with a strong partnership raising funds for Cure Rare Disease, SETX Whiskey Fest is a must-experience event that we’re thrilled to be attending again for its second year. Longhorn Liquor is continuing to expand its experience offerings in the Beaumont area and beyond, and the community is continuing to support. VIP sold out quickly this year, but general admission tickets are still available one week out - remember to secure your designated driver ahead of time, and always drink responsibly!
Our Stats
First Visit: January 2023
Visit Count: 1
Spirits Sampled: We have no idea
Favorite Brand Interactions: Nine Banded, Desert Door, Maker's Mark
