Tucumán pride: a brewing venture that puts Tucumán on top!

In a context where local products have taken center stage in consumer spending, and capitalizing on the craft beer boom of the last decade, a Tucumán-based business is shining brightly both nationally and internationally, with quality as its hallmark.

Walnuss Beer, with its distinctly German name, was born in Tucumán on November 22, 2016, almost ten years ago. It was a partnership between three associates, and even the story of its origin deserves its own paragraph. A young man heard noises coming from his neighbor's apartment and, upon asking if everything was alright, the neighbor apologized for bottling beer. "What are you bottling?" was the question that broke the ice. The answer was delightful. When the door opened, he found a machine for brewing craft beer. "I tried it a week later, and the product was excellent," says Hernán Lorusso, referring to his connection with Agustín and Zarina Paz.

“At the same time, Agustín traveled to Patagonia to learn more about the production methods in a region where craft beer is much more established, and upon returning to Tucumán, he told me he was going to open a brewery with his sister Zarina and that they wanted me to be part of the project,” Lorusso continues. That's how Walnuss was born.

From that moment on, as the business grew, they began to change the equipment they used, and Hernán points out that the biggest change was in production volume. “We were pioneers in the craft beer production movement in Tucumán. While there were already some breweries run by friends who made delicious beers, we were the first to sell beer on tap in Tucumán,” he emphasizes.

Quality and Recognition

If there's one thing the Walnuss entrepreneurs emphasize, it's their commitment to the quality of what they sell. “We don’t compromise on product quality, which is what sets us apart. It’s challenging to produce two identical batches, but our commitment is that they are always superior to the last. That has led us to a slow but steady climb in terms of quality. Our customers specifically highlight the consistency of our beer. It’s always good,” says Lorusso.

The businessman emphasized that Walnuss is the most awarded brewery in Northern Argentina. “From Córdoba northward, we are the beer that has won the most medals and recognition both nationally and internationally. Today we have 14 beer styles, more than 10 of which have won awards, so our quality standards are high.”

Aiming for Tucumán

Lorusso acknowledges that although he was born in Miramar, in a completely different environment than the north, “I’ve lived here for 18 years and Tucumán has already adopted me.” In this sense, he points out the importance of highlighting Tucumán's heritage, even through designs that emphasize Tucumán's historical significance. “All our cans prominently display ‘Product of Tucumán.’ They all feature the Marca Tucumán logo. We even have a beer style, called 1816 Lager Independiente, that features the Casa Histórica (Historical House) on the can. It's about conveying the idea of ??Tucumán pride. We wanted the people of Tucumán to have a premium, high-quality beer that is truly from Tucumán.”

The entrepreneur also explains that over the years they explored the possibility of incorporating naturally grown products from the province as a fusion. This led to the creation of the “Limoneta” variety, made with freshly squeezed juice from Tucumán lemons and essential oils. “It’s an ultralight beer with the acidity of lemon and the aromatic profile of oils. We want to make beers in Tucumán and for the people of Tucumán, so that our beers suit their palates,” he emphasizes.

Open Brewery

Regarding the initiative they recently launched, Lorusso explains that the idea was always “to bring people to the brewery so they can see how we work, learn about our processes, and see that we maintain high standards of care and best practices. It was also a way to build customer loyalty by letting them get to know us and share everything firsthand.”

That’s how this initiative was born, opening the doors of the brewery, located near the Atlético Tucumán stadium, and inviting locals and, why not, tourists, to enjoy after-work drinks on Thursdays starting at 6:00 p.m. “The idea is for people to be able to sample food prepared by renowned chefs from Tucumán, enjoy beers, and listen to live shows by bands, DJs, and, in the future, stand-up comedy, all in a very relaxed atmosphere.” Lorusso says the first events were a huge success, so he anticipates they will continue in the future. “We stand out for our beer but also for connecting with local food businesses that are doing things right,” the young entrepreneur concludes.

The entrepreneur invited those interested to follow the official social media accounts @cervezawalnuss.