Schlafly

What Schlafly does

Schlafly, legally The Saint Louis Brewery, Inc., is an independent craft brewer founded by Tom Schlafly in 1989 and operational since the December 26, 1991 opening of the Schlafly Tap Room — the first microbrewery licensed in Missouri and the first brewery in St. Louis since Prohibition. The company brews 70+ beer styles spanning ales and lagers, including a year-round portfolio (Pale Ale, Kölsch, Just A Bit Hazy IPA, Raspberry Hefeweizen, Oatmeal Stout, NA IPA, NA Pale Ale), seasonal and special release lines, and the value-oriented Shorty's Line. Its technical differentiation centers on an authentic Kölsch yeast strain gifted in 1995 by Privatbrauerei Gaffel of Cologne, Germany, which underpins the brewery's award-winning hybrid-fermentation Kölsch.

Schlafly operates three on-premise brewpub locations — the Tap Room (midtown St. Louis), Bottleworks (Maplewood, opened 2003), and an airport concession at St. Louis Lambert International — alongside a recently added Highland Square site. Packaged beer reaches retail and on-premise accounts across 16 states and Washington DC through roughly 20 named regional wholesalers, and the company entered international distribution in Sweden via the state-run Systembolaget.

Revenue is generated through packaged beer sales (bottles and cans), on-premise food and beverage at brewpubs, brewery tours ($10/person), and a loyalty program integrated with Untappd. Pricing is unit-based at brewpubs (menu items ranging from $5 to $30) and competitive/retailer-set for packaged SKUs. Customers are general craft beer consumers and wholesale distributor accounts, with community programming (Louligan Street Party, Sundaze markets, Art Outside, Classic Bike Night) serving as a top-of-funnel acquisition engine.

Name

Schlafly

Legal name

The Saint Louis Brewery, Inc.

Website

https://schlafly.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Schlafly is an independent St. Louis craft brewer founded in 1991, brewing 70+ beer styles and operating three brewpubs plus packaged distribution across 16 states, DC, and Sweden for craft beer consumers and wholesale accounts.

Ownership category

akta.pro rank

Product category

Craft Brewing

NAICS

Breweries (31212), Drinking Places (Alcoholic Beverages) (7224), Beer and Ale Merchant Wholesalers (424810)

SIC

Malt Beverages (2082), Retail-Eating & Drinking Places (5810), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Regional & National Breweries (THAFALAD), Craft Beer Bars & Taprooms (THAFAEAG)

Keywords

• Craft beer brewing
• Brewpub dining
• Craft brewery
• Packaged beer distribution
• Brewery tours

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Packaged Beer Sales: Sale of bottled and canned beer through retail distribution in 16 states and DC. Products include 6-pack and 12-pack bottles and 8-pack 16oz cans of year-round beers.
2. Brewpub Food & Beverage: On-premise sales at Tap Room, Bottleworks, and Airport brewpubs including draft beer, food menu items, and private event bookings.
3. Brewery Tours: Public tours at Bottleworks ($10/person) and VIP tours at Tap Room. Revenue from tour tickets.
4. Loyalty Program: Schlafly loyalty program through Untappd integration where members earn points, receive bonus points for signing up, and double points during promotional hours.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Schlafly brews and sells a portfolio of 70+ craft beer styles (year-round flagships, seasonal, special release, and a value Shorty's Line) as packaged bottles and cans distributed across 16 states and DC. The company also operates three brewpub locations (Tap Room, Bottleworks, Airport) offering draft beer, full restaurant service, brewery tours, and a community events calendar, and recently expanded packaged beer internationally to Sweden.

Product overview

Schlafly is St. Louis' original craft brewery offering a diverse portfolio of beer products alongside brewpub dining experiences. The core product portfolio includes year-round flagship beers (Pale Ale, Kölsch, Just A Bit Hazy IPA, Raspberry Hefeweizen, Oatmeal Stout, NA IPA, and NA Pale Ale), seasonal and special release beers, and the value-oriented Shorty's Line. The company operates three brewpub locations (Tap Room, Bottleworks, and Airport) providing full-service restaurants with craft beer on tap, plus offers brewery tours at Bottleworks. Schlafly also hosts regular events including Louligan Street Party, Sundaze at Schlafly, Classic Bike Night, and Pints & Pages.

Differentiator

Problem solved

Functional benefit

Products and services

• Schlafly Pale Ale English-inspired classic session ale and flagship beer of Schlafly, brewed with UK-origin hops and yeast, featuring mild spice, copper color, fruitiness, and balanced hops and malt; sold as year-round packaged bottles and cans and on draft at brewpubs.
• Schlafly Kölsch Golden ale fermented with authentic Kölsch yeast gifted in 1995 by Privatbrauerei Gaffel in Cologne, Germany, using a hybrid warm-fermentation/cold-conditioning process; winner of a World Beer Cup Gold Medal for German-style Kölsch. Features dry finish, subtle maltiness, and clean lager-like character; year-round packaged and draft offering.
• Just A Bit Hazy IPA Refreshing hazy IPA brewed with six hop varieties delivering tropical and citrus hop flavors; golden colored, slightly hazy ale with balanced hoppy aroma and approachable character; year-round packaged and draft offering.
• Raspberry Hefeweizen True fruit beer made with real raspberries added during primary fermentation (not fruit-flavored), yielding natural pink color, citrus aromas, tart flavor, low bitterness, and an un-sweet profile; year-round packaged and draft offering.
• Oatmeal Stout British-style stout, dark, smooth and slightly sweet with roasted malt, coffee, cocoa, and dried fruit notes; oatmeal creates a creamy, nourishing character; year-round packaged and draft offering.
• NA IPA (Non-Alcoholic IPA) Non-alcoholic IPA delivering juicy, tropical character with aromatic notes of mango and guava and a crisp finish; contains less than 0.5% ABV; year-round packaged offering.
• NA Pale Ale (Non-Alcoholic Pale Ale) Non-alcoholic English-inspired Pale Ale, copper-colored with smooth balanced character; bready, caramel malt flavors with subtle fruity esters from yeast; year-round packaged offering.
• Seasonal Beers Rotating selection of seasonal and limited-time beer releases including Summer Lager, Oktoberfest, Pumpkin Ale, Vanilla Pumpkin Ale, and other special offerings aligned to calendar seasons.
• Special Release Beers Limited edition and special release beers including vintage releases, collaboration brews, and experimental styles.
• Shorty's Line Value-oriented beer line including Shorty's Lager and Shorty's Lemon Wheat, positioned as approachable session beers at a lower price tier.
• Tap Room Brewpub Original brewpub at 2100 Locust Street, St. Louis (built in 1902 as the Lambert Deacon Hull Printing Company), open daily with full restaurant menu, bar, and craft beer on tap; hosts trivia nights and the Louligan Street Party for St. Louis CITY SC home matches.
• Bottleworks Brewpub Second brewpub at 7260 Southwest Avenue, Maplewood, MO, featuring a full restaurant, bar, covered patio, and hosts community events including Sundaze artisan markets, Classic Bike Night, brewery tours, and the Art Outside festival.
• Airport Brewpub Airport brewpub at St. Louis Lambert International Airport, Terminal 1, Gate 2C; open daily 4:30am–8pm for travelers, serving draft Schlafly beer and food.
• Brewery Tours Guided tours of the Bottleworks brewing facility on Saturdays and Sundays at 11am, 12pm, and 1pm; each tour runs 50 minutes at $10/person. VIP tours also available at the Tap Room.
• Private Events Private event booking services at brewpub locations (Tap Room, Bottleworks) for celebrations, corporate events, and gatherings, with dedicated event coordination.

Quantifiable outcome

• 34 years in business as St. Louis' original craft brewery
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• German Embassy (Washington DC)flagshipGTM or Marketing Partner · 1 January 2013Schlafly Kölsch has been the only American beer served at the annual German Unity Day celebration at the German Embassy in Washington DC since 2013, promoting transatlantic beer culture.
• Privatbrauerei Gaffel (Germany)flagshipStrategic or Co-development Partner · 1 January 1995Gaffel Brewery in Cologne, Germany gifted authentic Kölsch yeast strain to Schlafly in 1995 for use in brewing their Kölsch. This partnership created a unique product using traditional German brewing methods and yeast.
• Keg 1 MissouricoreChannel Partner/ Reseller/ DistributorMissouri-based distributor handling Schlafly beer distribution in the state.
• Central States BeveragecoreChannel Partner/ Reseller/ DistributorMissouri wholesale distributor for Schlafly beer products.
• Louis Glunz BeercoreChannel Partner/ Reseller/ DistributorIllinois-based distributor specializing in craft and import beers including Schlafly.
• St. Louis CITY SC / St. LouliganscoreStrategic or Co-development PartnerSchlafly Tap Room is the official spot for St. Louligans, the largest club of soccer supporters in St. Louis. Hosts Louligan Street Party for all home games.
• St. Louis Shakespeare FestivalminorGTM or Marketing PartnerSchlafly is a proud sponsor of the St. Louis Shakespeare Festival. Tom Schlafly serves on the board.
• Roger Dean Stadium (Jupiter, FL)minorChannel Partner/ Reseller/ DistributorSchlafly beer served at Cardinals spring training venue in Jupiter, Florida during baseball season.
• Systembolaget (Sweden)minorChannel Partner/ Reseller/ DistributorInternational distribution partnership bringing Schlafly APA (American Pale Ale) to Swedish market through government-owned liquor stores.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Bell's Brewery: Michigan-based craft brewery (founded 1985) with comparable Midwest concentration, broad style portfolio (60+ beers historically), and similar independently-owned structure. Closely comparable on size, regional focus, and family-controlled craft heritage.
• Founders Brewing Company: Michigan-based craft brewery with comparable Midwest regional focus and broad IPA/porter/stout portfolio. Recently took investment from Mahou San Miguel, illustrating craft consolidation trends and the relevance of independent craft scale peers.
• Harpoon Brewery: Boston-based craft brewery founded in 1986 with similar multi-state Northeast distribution, brewpub operations, and seasonal portfolio approach. Provides a comparable independently-owned craft model with established East Coast/Mid-Atlantic presence similar to Schlafly's footprint.
• Great Lakes Brewing Company: Cleveland, Ohio-based craft brewery founded in 1988 with similar Midwest regional positioning, brewpub-and-distribution model, and comparable portfolio breadth. Directly comparable on size, history, and family-owned craft heritage.
• Boulevard Brewing Company: Kansas City-based craft brewery founded in 1989 with similar brewpub heritage and comparable Midwest distribution footprint. Acquired by Duvel Moortgat in 2014, providing a relevant precedent for valuation and exit dynamics for regional craft peers of comparable scale.
• Deschutes Brewery: Oregon-based craft brewery founded in 1988 with comparable portfolio diversity, multi-state distribution, brewpub operations, and family-controlled ownership. Comparable on scale, history, and craft diversification strategy.
• Summit Brewing Company: St. Paul, Minnesota-based craft brewery founded in 1986 with similar Midwest heritage positioning, multi-state distribution, and comparable portfolio breadth (year-round, seasonal, and specialty releases). Acquired by Tilray Brands in 2023, illustrating regional craft M&A precedents.

Broad incumbents

• New Belgium Brewing Company: Fort Collins, Colorado-based craft brewery acquired by Kirin in 2019. Significantly larger than Schlafly but operated a similar combination of brewpub, multi-state distribution, and broad style portfolio. Provides a relevant scale-up reference for a similar business model.
• Sierra Nevada Brewing Co. California-based craft pioneer (founded 1979) operating a larger multi-state footprint with similar style diversity and brewpub operations. Larger and more established than Schlafly, but operates in the same craft category with overlapping distribution channels.
• Anheuser-Busch: St. Louis-headquartered macro-brewer and Schlafly's largest local competitor. Recently launched its own craft offerings (e.g., craft acquisitions and platform brands) that compete directly with Schlafly in the home market and across overlapping distribution geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SchlaflyBottleworksMaplewood
• Instagraminstagram.com/schlaflybottleworks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schlafly