Icebox Brewery equips ‘Ambeerlance’ for mobile service
LAS CRUCES – A beer emergency? Don’t worry, Icebox Brewing’s ‘Ambeerlance’ is equipped and ready to serve.
The company acquired a van for delivering kegs and supplies between its three locations – Picacho Brewery & Taproom, North Main Taproom and Downtown Boneyard Cantina. It even has four taps along one side with a refrigeration unit to serve from. Owner John Wright thought the van looked like an old ambulance. An “amberlance”.
“We just wanted to have fun with it,” said Brian Weidauer, general manager of Icebox Brewing. “A lot of stress in the world, obviously, these days and maybe we wanted to put a smile on someone’s face.”
The van is now a mobile advertisement for all three Icebox locations and will soon serve as a convenient way for the company to serve at parties, festivals and many other private or public events. Later, it could also be used for delivery to customers, now permitted by state law, but not at this time.
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The 2021 Nichols Ranch Cherry Festival in La Luz on June 19-20 will be one of the first events to use the mobile dining hall, along with a wedding in July. As more festivals pop up due to fewer COVID-19 restrictions, Icebox might also use its event trailer – which is also chilled and has 10 taps – although the van is much more convenient.
“Not everyone may come to the taprooms, but they can be at a festival and be exposed to Icebox for the first time. So we really like to be involved in public events,” Weidauer said.
Those interested in booking Icebox for an event can contact Gen Richards via email at [email protected] Three to four weeks notice is required to allow the company to take care of paperwork, as well as planning and staffing.
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Weidauer added that the company will soon receive its wholesale license and expand sales to more restaurants and outlets. He specifically mentioned the partnership with golf courses in the area. You can currently find Icebox products in Mesilla at Josefina’s Old Gate, Dry Point Distillers, Rio Grande Winery, and FARMesilla.