LOCAL BUSINESSES
For Thirsty Planet owner Brian Smittle, the opening of the new San Marcos brewery and tasting room represents a glass-half full outlook for a potentially untapped market.
After leaving Austin in 2023, Smittle, owner and brew master at Thirsty Planet Brewing Company, said the transition to the new MLK location has been a few years in the making, but not without challenges.
“You just have to learn to kind of to roll with the punches a little bit and just keep on fighting,” Smittle said. “It’s for the company. It’s kind of like we keep saying, it’s a new beginning.”
Located at 110 E. MLK Crossroad Center, the 21,000-square-foot facility contains 14, 60-barrel fermentation tanks, producing 130,000 cases or 10,000 gallons of beer annually.
Smittle brings 30 years’ experience in brewing after founding the company in 2010. Previously, Thirsty Planet was located on South Congress in Austin but closed in 2023.
Since then, Smittle and his crew have been looking to expand into a new area — one that reflects their values of brewing straightforward beer while becoming an active part of the community they serve.
“We had some ups and downs, like every business,” Smittle said. “We’ve kind of picked ourselves up and found a great new home here in San Marcos. So, over the years, for some time, quite a journey.”
Business ownership of Thirsty Planet is shared between Smittle and other respective parties, including brothers Justin and Jerrad Lindenmuth, who started as fans and later became partial owners.
“I think when it comes down to it, this is just a great, established product and it has been since 2010,” said Jerrad Lindenmuth. “Quality is always going to win the day.”
Thirsty Planet has 10 beers on tap, with best-selling Thirsty Goat, an amber ale known for its sweet, malty profile, being the fan favorite.
“It’s just a very approachable beer, and you know you’re going to get a consistent beer,” said Justin Lindenmuth. “It’s going to taste good and you’re going to feel good after it.”
For some, Thirsty Planet’s opening adds an element of local craftsmanship that’s authentically Texas to the downtown San Marcos area.
Lettie Mata moved to San Marcos with her husband Art Mata in 2019 after living in Austin for over 30 years.
“I miss the restaurants and the vibe of Austin, but I also like the small cohesiveness of San Marcos,” said Lettie Mata. “But I think we need more venues like this that’ll attract more older folks.”
Business expansion in San Marcos continues to be a priority for the city, as a meet and greet took place on Thursday at Thirsty Planet hosted by the new city department, Economic and Local Business Development (ELBD).
A business survey was introduced by the ELBD, whose objective is to support local businesses, strengthen the community and enhance economic growth, according to its website.
“I’m just a huge supporter of any small business coming in, so I’m really excited for them (Thirsty Planet) and hope they do amazing things and be really involved in the community,” said Tiffany Harris, community vitality coordinator for the city of San Marcos.
Business owners within the city, developers, or entrepreneurs considering San Marcos can reach out to Helen Ramirez, director of Economic & Local Business Development, at hramirez@sanmarcostx. gov or 512-393-8059.
To learn more about Thirsty Planet, visit thirstygoat.com.
Lettie and Art Mata of Kissing Tree San Marcos enjoy a beer Thursday at Thirsty Planet Brewing Company during the San Marcos Chamber of Commerce ribbon- cutting ceremony.
