Icebox Brewing

What Icebox Brewing does

Icebox Brewing Company is a privately held craft brewery and restaurant group founded around 2018 and headquartered at 2825 West Picacho Avenue in Las Cruces, New Mexico. The company operates five distinct venues across Southern New Mexico: the Picacho Brewery & Taproom (the production brewery and distillery, open seven days a week), FARMesilla (an indoor/outdoor bar with New Mexico-inspired cuisine from Chef Becky), Icebox 28 Beer Garden (a half-acre landscaped venue in Anthony with live music), Downtown Boneyard Cantina (a downtown-plaza street taco and green chile cheeseburger concept), North Main Taproom (a pizza, wings, and snack venue), and Hatch Valley Taproom (operated by independent franchisees Tim and Vonda Jackson in the Village of Hatch). The Picacho facility serves as the central brewing and distilling site that supplies beer and spirits to the satellite venues.

The business model is direct-to-consumer across three primary revenue streams: on-site beer, spirits, and food sales at the five taprooms; direct keg sales to consumers in half-barrel ($160 plus $100 deposit) and sixtel ($80 plus $75 deposit) sizes for private events; and digital gift cards sold via the Toasttab platform. The company also runs a Give Together nonprofit event program as a community engagement and customer acquisition channel. Marketing is limited to organic social media (Facebook, Instagram) for event promotion and live music announcements, with no paid acquisition, no app, and no AI-driven tooling evidenced in the source data.

Ownership is private and founder-controlled with no disclosed institutional investors, parent company, or funding rounds. At least one venue (Icebox 28 Beer Garden) was acquired from a predecessor (Public House 28) and rebranded, and the Hatch Valley Taproom operates under a franchise-like arrangement with independent operators, suggesting a hybrid corporate/franchise model that could support further regional expansion in secondary New Mexico markets. Corporate-level reported headcount is five, which likely excludes hourly service and brewing staff across the five venues.

Name

Icebox Brewing

Legal name

Icebox Brewing Company

Website

https://iceboxbrewing.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Icebox Brewing Company is a privately held craft brewery and restaurant group operating five taproom and beer garden venues across Southern New Mexico, producing beer and spirits at its Picacho facility and selling on-site, via direct keg sales, and through Toasttab-powered online ordering and gift cards.

Ownership category

akta.pro rank

Product category

Craft Brewery

NAICS

Breweries (31212), Distilleries (312140), Drinking Places (Alcoholic Beverages) (7224)

SIC

Malt Beverages (2082), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)

Keywords

• Craft brewery
• Craft beer
• Brewpub restaurants
• Taproom services
• Craft spirits

Headquarters

HQ city

Las Cruces

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. On-site beer and food sales: Revenue generated from direct sales of craft beer, spirits, and food at five taproom locations including FARMesilla, Icebox 28 Beer Garden, Downtown Boneyard Cantina, North Main Taproom, Picacho Brewery & Taproom, and Hatch Valley Taproom.
2. Keg sales: Bulk beer sales in half barrel (15.5 gallons) and sixtel (5 gallons) sizes directly to consumers for events and private use.
3. Gift cards: Digital gift cards sold through Toasttab platform for the Picacho Brewery location.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Icebox Brewing Company is a craft brewery and brewpub group that brews craft beer and distills spirits at its Picacho Brewery & Taproom production facility and serves those beverages alongside venue-specific food menus at five distinct Southern New Mexico venues. The company also sells beer directly to consumers in half-barrel and sixtel kegs, offers gift cards through Toasttab, and runs a community nonprofit event program called Give Together.

Product overview

Icebox Brewing Company is a craft brewery and restaurant group operating five distinct locations in Southern New Mexico. The core product is the Picacho Brewery & Taproom, the main production facility where beer is brewed and spirits are distilled. The company operates five sub-brand locations: FARMesilla eatery + drinkery (creative NM-inspired cuisine), Icebox 28 Beer Garden (half-acre outdoor venue with live music), Downtown Boneyard Cantina (street tacos and Mexican fare), North Main Taproom (pizza and wings), and Hatch Valley Taproom (local community taproom). Additional offerings include keg sales (Half Barrel and Sixtel sizes), gift cards, and the Give Together nonprofit event program. All locations serve Icebox craft beer alongside food menus tailored to each venue.

Differentiator

Problem solved

Functional benefit

Products and services

• Picacho Brewery & Taproom Main brewing and distilling facility at 2825 West Picacho Avenue, Las Cruces, NM, where all Icebox beer is brewed and spirits are distilled. Open 7 days a week as a taproom serving burgers, chicken sandwiches, hot dogs, pizza, and wings.
• FARMesilla eatery + drinkery Eatery and drinkery at 1840 Avenida de Mesilla, Las Cruces, NM, with indoor bar and outdoor patio. Chef Becky creates New Mexico-inspired cuisine. Limited hours until full kitchen remodel is completed.
• Icebox 28 Beer Garden Half-acre landscaped beer garden at 10092 New Mexico 28, Anthony, NM, with air-conditioned indoor taproom, multiple patios, live music most weekends, event space, and family-friendly atmosphere. Food includes pizzas, nachos, and pretzels.
• Downtown Boneyard Cantina Cantina at 139 Main Street, Las Cruces, NM, located off the Downtown Plaza, serving street tacos, quesadillas, nachos, and green chile cheeseburgers paired with Icebox craft beer and cocktails.
• North Main Taproom Taproom at 3231 North Main Street, Las Cruces, NM, serving pizza, wings, mushroom bites, and snacks paired with Icebox beer. Online ordering for pickup is available through Toasttab.
• Hatch Valley Taproom Local taproom at 119 E Hall St, Hatch, NM, operated by Tim & Vonda Jackson, bringing Icebox craft beer and spirits brewed in Southern New Mexico to the Village of Hatch.
• Keg Sales Direct-to-consumer bulk beer sales in Half Barrel ($160, ≈120 pints) and Sixtel ($80, ≈40 pints) sizes with refundable shell deposits ($100 and $75 respectively). 48-hour notice required to transfer beer to appropriate size keg; premium and higher gravity beers priced slightly higher. Orders coordinated via [email protected].
• Gift Cards Digital gift cards purchased online through the Toasttab platform, redeemable at Icebox Brewing locations including the Picacho Brewery & Taproom.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Tim & Vonda JacksoncoreChannel Partner/ Reseller/ DistributorTim and Vonda Jackson own and operate the Hatch Valley Taproom location. They bring craft beer and spirits brewed in Southern New Mexico to the Village of Hatch, extending Icebox Brewing's regional footprint.
• Chef BeckyminorStrategic or Co-development PartnerChef Becky continues at FARMesilla creating amazing NM-inspired cuisine, maintaining continuity of culinary expertise following the space's transformation from a produce market.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• Santa Fe Brewing Company: Long-established New Mexico craft brewery with taproom locations, distributing across the state. Comparable in core brewing-plus-taproom model and geographic focus on New Mexico craft beer drinkers.
• Tractor Brewing Company: New Mexico craft brewery operating multiple taproom locations (4+) in Albuquerque and surrounding areas with on-site brewing, food service, and live events — closely mirrors Icebox's multi-venue taproom-plus-food model in the same state.
• Marble Brewery: Albuquerque-based New Mexico craft brewery operating multiple taprooms with on-site food service. Closely comparable multi-location craft taproom operator competing in the same regional New Mexico market.
• Sierra Blanca Brewing Company: New Mexico craft brewery with taproom and spirits offerings located in Moriarty. Comparable as a regional NM craft producer with on-premise retail in a small-town setting similar to Icebox's Hatch Valley Taproom.
• Ex Novo Brewing Company: New Mexico craft brewery with taproom, food service, and rotating experimental beers. Mirrors Icebox's brewpub-style on-premise experience and craft focus within the same state market.
• Bow & Arrow Brewing Co. Albuquerque craft brewery with taproom and small-batch brewing. Comparable as a New Mexico-focused craft producer serving local on-premise and to-go consumers.

Broad incumbents

• Deschutes Brewery: Established regional craft brewery operating multiple pub/taproom locations with food service across the Pacific Northwest. Comparable multi-venue craft brewpub model, though at materially larger scale and broader geographic footprint than Icebox.
• Boston Beer Company: Large publicly traded craft brewer (Samuel Adams, Dogfish Head, Twisted Tea) with national distribution and a portfolio of acquired craft brands. Operates in the same broad craft beverage category as Icebox but at vastly greater scale and through wholesale channels rather than local taprooms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/iceboxbrewing
• LinkedInlinkedin.com/company/icebox-brewing

Revenue estimate

Valuation estimate

Number of profiles

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 Icebox Brewing