In the late 1800s, an English brewing syndicate, represented by Edward York Ames(see Algiers/Security Brewing), sought to expand its market share by acquiring American breweries, particularly targeting successful New Orleans-based breweries. To counter this threat, a group of German brewers formed the New Orleans Brewing Association in 1890.
Founding Members and Breweries
Key figures Peter Blaise(Algiers/Security Brewing), JJ Weckerling, and several others joined forces to create this association, comprising six prominent breweries:
1. Southern Brewing
2. Louisiana Brewing
3. Weckerling Brewing
4. Pelican Brewing
5. Lafayette Brewing
6. Crescent City Brewing
A Unified Defense
By consolidating their resources, these breweries aimed to resist the syndicate's acquisition efforts. Although the syndicate successfully purchased breweries nationwide, acquiring the New Orleans Brewing Association proved too costly, with a price tag of $3 million for the six breweries.
The Breweries
The origins of Southern Brewing Company date back to 1858 when George Merz founded Old Canal Brewing. Merz pioneered lager production and introduced innovative cooling technology. He installed an air compression system designed by Charles Tellier, making his brewery the first to utilize air-conditioning. Although Tellier's system didn't succeed as intended, local engineer F.V. De Coppet adapted it into an ice-making machine, earning several patents.
In 1880, Merz sold the brewery to Peter Blaise, who launched Southern Brewing in 1881. The new operation expanded significantly, occupying most of a city block and featuring a bottling works across St. Louis Street. By 1889, Southern Brewing had become one of New Orleans' largest enterprises, boasting a daily capacity of 1000 barrels a day and employing 200 men. Southern Brewing merged with NOBA in 1890 but ceased operations in 1900. Today, the site is home to the Vieux Carre RV Park.
George Guth opens a Louisiana Brewery on Conti St. in 1851. His brewery was quite small by today's standards but it was quite succesful until 1861 when it closes most likely due to the Civil War and threat of Union occupation. This brewery is NOT part of the NOBA but relates to the Weckerling Brewery below.
Jacob Zoelly was a German immigrant who opened City Brewery at 139 Delord(Now Howard St), between Camp and Magazine St around 1849. He brewed City Beer which was a cheaply brewed beer made for immediate consumption. In 1872 he sells his brewery to another German immigrant named JJ Weckerling who renamed it Louisiana Brewing Co but shortend the name to Louisiana Brewery in 1877 since the name hadn't been used since 1861.
In 1884 a group of investors came together and organized the Louisiana Brewing Company(at Jackson St and Tchoupitoulas St), also in New Orleans. Because of this Weckerling decides to close the 139 Magazine St brewery and open a second, larger facility with the name Weckerling Brewing in 1885 at 945 Delord and Magazine St. His new brewery opens on Oct 13 1888.
Ultimately, in 1890 both breweries would be swept into the New Orleans Brewing Association conglomerate. Weckerling, then in his 70s, retired from the business. He died on the 23rd of December, 1908 at 87 years of age. The Weckerling branch of NOBA was in operation until 1911. In 1925 it was sold to Gallagher Transfer and Storage Company and sold again in 1995 and as of 2000 is now home to the National WW2 Museum.
Pelican Brewing
Opened by Philip Wirtz in 1870, Pelican Brewing was located at 282(now 1230) Villere St. In 1887, it was purchased by Eugene Erath and moved to a larger facility on the river side of Chartres St, between Louisa and Clouet St. Merges with NOBA in 1890 and is closed in 1910. Today it is a parking lot. A second, short lived Pelican Brewery was opened in the 1930s.
Lafayette Brewing
In 1867, Henry Bassameir opens Lafayette Brewing at 1010(now 1310)Tchoupitoulas and 9th St with Nicholas Gunther. The building was a three story building and took 6 months and $30,000 to build. In 1884 Bassameir sells to Joseph Wegmann and partners Henry Lochte, Joseph Wegmann, Th. Rothenbilder, & George T. Hodgins. They merge with NOBA in 1890 and the plant is closed in 1892. It was demolished and is now part of the Port of New Orleans as a truck and railway roadway of the port.
There was a Crescent City Brewing that was started by John Gros in 1870 and closes in 1874. This brewery is not the brewery that sells to NOBA. Crescent City Brewing Co is started by Edward Y. Ames(yes, that same guy that started Algiers Brewing) in 1887. In September of 1889 it appears the brewery was having financial difficulties and goes into receivership.(see picture below) The brewery that is descibed seems impressive. It uses the De la Vergne direct expansion cooling method which is used to provide refridgeration for beer. Crescent City Brewing Co merges into NOBA in 1890.
Pre-Prohibition Pivot
In 1900, the newly named New Orleans Brewing Company was quite successful, brewing Columbus Beer (1900-1919), Louisiana Pilsener Beer (1900-1919), Eclipse Pale Beer (1900-1919), Export Lager Beer (1900-1919) and the popular 4-X. With Prohibition around the corner though, New Orleans Brewing Association planned to shift production to vinegar and soft drinks, but this proved unsustainable and in 1923, NOBC divided and auctioned its extensive property.
Post-Prohibition Success
Wartime Challenges and Liquidation
During WWII, grain usage was reduced by 30%, limiting production for breweries and NOBC hobbled along until March 1949 when 93,000 gallons of beer were poured down drains under government supervision due to the company’s liquidation proceedings, marking a somber day for local beer enthusiasts. Part of the building still stands at Jackson and Tchoupitoulas St and you can make out New Orleans Brewing on the backside. It is currently used as a marine repair works.
SOURCES:
New Orleans Beer: A Hoppy History of Big Easy Brewing
Historic New Orleans Collection
Tavern Trove
NOLA History Guy: New Orleans Brewing – a brief history of a long NOLA tradition
Times Picayune Archives
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