HECHO EN L.A.
Actor and restaurateur Danny Trejo has become a Los Angeles fixture with the runaway success of his business ventures, including Trejo’s Tacos, Trejo’s Cantina, and Trejo’s Coffee & Donuts. New additions include Trejo’s Music (his own record label) and Trejo’s Cerveza.
After all, who doesn’t love tacos and beer?
A partnership between Team Danny Trejo and Lincoln Beer Company, Trejo’s Cerveza is a fine Mexican lager. The hops have been dialed back, alleviating any skunkiness common in other Mexican lagers.
“We added a touch more flaked maize (corn) and Munich Light (malt) to give us more flavor while still finishing clean,” says Laura Dunn of Lincoln Beer Company. “At 4.7%, this beer rounds out as perfect for pairing with anything, great in a Michelada or session-able and delightful on its own.”
An instant hit, stacks upon stacks of cases of Trejo’s Cerveza are flying out the door and into stores across L.A. County. In fact, the Burbank brewery is currently in the process of increasing capacity at its current location to supply the overwhelming demand.
Below is a conversation we had with Danny Trejo about Trejo’s Cerveza.
What made you decide to release your own beer since you’ve been sober for over 50 years?
Who doesn't love tacos and beer? Even though I don't drink, I'm not against other people enjoying beer responsibly.
Since your name and likeness is on every can of beer, how do you guarantee quality control without tasting the beer along the way?
I have my partners in the business and my agent do the tasting for me. I trust their palate.
How did you team up with the folks at Lincoln Beer Company?
One of my partners in Trejos Tacos was friends with the owner of Lincoln Beer Company. Also, they are locally based and it was important to us that it was an L.A. brewery. They also happen to make great beer and worked with us to perfect the recipe.
You’ve enjoyed so much success since the launching of Trejo’s Tacos. How have you managed to stay so far ahead of the competition?
We don't really try to compete with anyone. We know what we like and what we want to be perceived as and hope that it aligns with what customers want. Good clean Mexican food is always what we have strived for.
Your first beer is now available. What’s next with the beer line?
We are developing an Amber Lager or Vienna Lager next. At some point down the road, we may add a Light and Non-Alcoholic version. That will be one that I will be able to enjoy.
Tacos and beers go so well together. What do you want someone to take away from the experience of drinking Trejo’s Cerveza?
Crisp, clean and tasty. It also makes an excellent Michelada.
What’s next for the Danny Trejo brand?
We will probably add a couple of new stores in the next 12 months. We have a partnership with Live Nation this summer at a number of their stadiums so our fans will be able to enjoy Trejo’s Tacos all over the country.
Story By: Jose Martinez
Photography Courtesy Of: Trejo’s Cerveza