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A New Religion in Mecca: Memoir of a Renegade Brewery in St. Louis (Paperback)
Shortly before opening day of the 1997 baseball season, a keg of beer was paraded into Busch Stadium in St. Louis. No, the beer wasn't an Anheuser-Busch product. And no, it wasn't brought by a Clydesdale horse. Instead, a Chesapeake Bay Retriever named Sparky pulled a wagon with a keg of Schlafly Beer, produced by the upstart microbrewery whose brew was being sold for the first time in the stadium.
In this book, Tom Schlafly traces the struggles and successes of introducing a new beer in the shadow of the world's largest brewery. From his college "beer studies" at Georgetown and Oxford Universities, to his rehabbing of a crumbling downtown St. Louis building, to his legal and political struggles to set up shop, Schlafly writes about his favorite topic -- beer -- with wit and wisdom. Today, with two St. Louis locations and sales throughout the region, Schlafly is one of the nation's most acclaimed microbreweries.
Foreword by Bill McClellan of the St. Louis Post-Dispatch
"I'm proud that Chuck Berry performs at Blueberry Hill and I'm proud to serve Schafly Beer here. Chuck Berry and Tom Schlafly are both creative pioneers in their fields. We are fortunate both reside in our wonderful city - St. Louis."
Joe Edwards, Owner, Blueberry HIll