Rollertown launches tap handle to honor Dirk Nowitzki

Image courtesy of Rollertown Beerworks.

The image of a familiar fadeaway jumper will now be in plain sight at watering holes around North Texas, as Rollertown Beerworks of Celina has announced the launch of a brand new tap handle design for its popular Kölsch-style beer, The Big German.

Paying homage to the legendary Dallas Mavericks star and Rollertown investor Dirk Nowitzki, the new tap handle captures Nowitzki’s iconic one-legged fadeaway jump shot in a uniquely-crafted form.

Known for his smooth shooting and Hall of Fame career, Nowitzki has been an inspiration both on and off the court. The Big German has become a fan favorite for Rollertown, celebrated for its approachable flavor and easy-drinking style - much like Nowitzki's effortless shooting touch.

“I’ve been honored with a statue before but nothing quite like this!” says Nowitzki. “I love the tap handle...it turned out great.”

Jeff “Skin” Wade, co-founder at Rollertown Beerworks adds, “Dirk has meant so much to all of us for so long now. We had to make sure the tap handle honored his special legacy and brought a bit of his spirit to every pour of The Big German.”

The tap handles, featuring a scaled-down version of Nowitzki’s signature shot, have started rolling out to local bars and the Rollertown taproom. Fans should expect to see this tribute on display as they enjoy the beer that’s as smooth and reliable as Nowitzki’s fadeaway.

A look at 2024 North Texas production numbers

Click to enlarge.

This is an update of the annual breakdown of brewery sizes in North Texas, with 2024 production data added as reported to the Brewers Association and published in the May/June 2025 issue of The New Brewer.

Note, not all brewing companies provide their numbers, and some report statistics combining multiple locations. Data also includes production from breweries that closed during the course of 2024, but ignores production from companies whose output was consolidated and moved out of state (Deep Ellum Brewing Co., Revolver Brewing). As a result, the number of entities represented in the chart is not equal to the total number of breweries open and operating at any given time.

Inside the numbers:

The large- and mid-size brewery tiers in North Texas, based on production (shown alphabetically):

     Large

• Community Beer Co. of Dallas.
• Manhattan Project Beer Co. of Dallas.
• Martin House Brewing Co. of Fort Worth.

     Mid-Size

• Four Corners Brewing Co. of Dallas.
• Rahr & Sons Brewing Co. of Fort Worth.
• Tupps Brewery of McKinney.
• Twin Peaks Brewing Co. of Irving.
  
  

Tier movement

• Advancing from "Very Small" to "Small" tier: Armor Brewing Co. of Allen, Panther Island Brewing of Fort Worth, Rollertown Beerworks of Celina.

Year-to-year production change

• At 55%, just over half of the breweries in North Texas reported a drop in production during 2024.
• Overall production in North Texas was down roughly 3% for those reporting in 2023 and 2024. This number does not include contributions from Deep Ellum or Revolver.
• Comparison: Craft beer volume was down 4% nationally in 2024, according to the Brewers Association.

Significant year-to-year production gains (based on those reporting in 2023 and 2024)

• For the third year in a row, Manhattan Project had the largest year-to-year gain in raw barrels produced locally for 2024. Their sales have increased 5X since 2019, and they are now the area's largest producer.
• The largest year-to-year percentage gains for brewing companies with production greater than 1000 barrels were realized by (alphabetically) Armor Brewing Co. of Allen, Manhattan Project Beer Co. of Dallas, Panther Island Brewing of Fort Worth, Rollertown Beerworks of Celina, and Union Bear Brewing Co. of Denton/Plano.

Rollertown partners with National Breast Cancer Foundation for Hope Squad

Images courtesy of Rollertown Beerworks.

Rollertown Beerworks of Celina has partnered with National Breast Cancer Foundation, Inc. (NBCF) for the release of a new beer and exclusive merchandise in support of the NBCF's mission of "Helping Women Now."

Hope Squad, a hibiscus vanilla IPA (7% ABV), will be on draft and in cans at Rollertown's taproom starting on Saturday, September 21. And, to celebrate, the brewery will host “Hope Squad Launch: A Rollertown X NCBF Collaboration” event featuring live music, pizza from Cane Rosso, a bubble truck for kids, local vendors and more, culminating in an evening of live stand-up comedy.

“We are honored to team up with National Breast Cancer Foundation to help contribute to their mission in our own way,” says Jeff “Skin” Wade, co-owner of Rollertown. “Cancer has touched everyone in one way or another and we are proud to partner with our soon-to-be-neighbors in Frisco to make a positive impact on women during their respective cancer walks.”

In addition to Hope Squad, Rollertown will release a limited-edition line of merchandise to commemorate the collaboration, including t-shirts and hats. All items will be available only at Rollertown, with $1 from every draft, $1 from each six-pack, $2 from each t-shirt, and $5 from each hat sold going directly to NBCF, contributing to their shared dedication to ensuring no one faces breast cancer alone. 

“We are honored that Rollertown Beerworks has joined us in our mission of Helping Women Now,” says Kevin Hail, president and COO at NBCF. “We are grateful for their commitment to make a positive impact for women who are affected by breast cancer and we look forward to working hand in hand with them to help make a difference in the community.” 

The launch party on Saturday is family-friendly and admission is free. Rollertown and NBCF invite everyone to join them for this event and to become part of the Hope Squad.

Rollertown partners with Ben E. Keith for North Texas distribution

Image courtesy of Rollertown Beerworks.

Rollertown Beerworks of Celina has entered into a distribution agreement with Ben E. Keith Beverages, with the Fort Worth-based company set to deliver Rollertown products to both on and off-premise accounts across 37 North Texas counties beginning July 1, 2024.

"This partnership will significantly increase our availability across North Texas while infinitely improving our level of service," says Jonathan Rogers, CEO of Rollertown. "Not only is Ben E. Keith consistently recognized as being best-in-class, they have a strong track record of building brands. We are thrilled to partner with them to get our fresh, local beer out to more North Texans."

Working with Ben E. Keith will enable Rollertown to tap into a vast distribution network, significantly enhancing their ability to address the growing demand for their beers across the entire North Texas region. The 37 county territory includes all of D-FW and stretches from Bowie County at the Arkansas border to the east along the Red River to Wilbarger County on the Oklahoma border to the west and down to Johnson and Ellis counties in the south.

"We are excited to partner with Rollertown Beerworks to expand their brands in the greater North Texas area," says Steve Olkewicz, business development manager at Ben E. Keith. "As a distributor, we recognize the outstanding job Rollertown has done in creating and developing exceptional beers. We look forward to supporting their continued growth and success for many years to come."

Rollertown recently celebrated the groundbreaking of its new headquarters in Downtown Frisco. The venue will serve as a family-friendly entertainment destination, while doubling as the company's production facility. Located on Main St. near Toyota Stadium, the site is scheduled to open in the summer of 2025.

Rollertown breaks ground on new Frisco HQ

Logo courtesy of Rollertown Beerworks. Insets © Brian Brown/Beer in Big D (click to enlarge).

Officially kicking off a project first announced in November 2022, Rollertown Beerworks of Celina broke ground today on what will become the company's new headquarters in Downtown Frisco.

The principals at Rollertown include Jonathan Rogers, co-founder and CEO, along with Ben Rogers and Jeff "Skin" Wade, co-founders and hosts of The Ben & Skin Show on 97.1 The Freak. They were joined at the event by Frisco city leaders and a list of sports and entertainment celebrities who also happen to be Rollertown investors:

Dirk Nowitzki, formerly of the Dallas Mavericks.
Travis Frederick, formerly of the Dallas Cowboys.
Torii Hunter, formerly of the Minnesota Twins.
Matt Kemp, formerly of the Los Angeles Dodgers.
Dude Perfect, Frisco-based Sports and Comedy Group.

As for Rollertown's future home, it will be built on 2.9-acre tract at the northeast corner of Main St. and John Elliot Parkway. Buildings will be designed with an industrial look meant to play off their proximity to the BNSF railroad, while also paying homage to mills that once occupied the land.

Exterior views of the brewhouse, taproom and event lawn (Rollertown Beerworks, City of Frisco, PGAL).

Among the features are over 6,350 square feet of air-conditioned indoor hospitality space, including a two-level taproom with large porches and multiple bars, a 4,320 square foot outdoor beer garden, a 25,200 square foot great lawn connecting Frisco’s historic grain silos to the taproom’s porches (fronted by an 800 square foot performance stage), and a 15,000 square foot production hall featuring three different sized brewhouses (30-bbl, 7-bbl, 1-bbl).

"We are absolutely thrilled to be planting our flag in what is consistently recognized as one of the finest cities in the country," says Jonathan Rogers. "To join the family of companies based in Frisco that includes the Dallas Cowboys, the Dallas Stars, the Frisco Roughriders, the PGA of America, and Keurig Dr Pepper among many others is a true honor.”

Interior views of the two-story taproom (Rollertown Beerworks, City of Frisco, PGAL).

Rollertown Frisco will be equidistant from Toyota Stadium and Frisco’s Historic Downtown. This family and dog-friendly venue is meant to be a cornerstone of Frisco’s Downtown development plans and a beacon of community engagement.

“We’ve been brainstorming for years about how to find the best project for the silo tract to incorporate into our plans to redevelop historic downtown,” says Mayor Jeff Cheney. “We believe Rollertown Beerworks fulfills our vision to bring destination entertainment to the heart of our city. Research shows our residents want live music, brewery experiences, and historic downtown settings – all while being family friendly. Rollertown delivers."

Look for Rollertown Frisco to open in the summer of 2025.

Rollertown breaking out The Cypher for upcoming B-Boy Battle

Image courtesy of Rollertown Beeworks.

Rollertown Beerworks of Celina has teamed with Battle Grounds, a community-based group rooted in hip hop culture, for the Second Annual Rollertown B-Boy Battle, an incredibly unique, high-energy event taking place at the brewery on Friday, October 20 at 6 p.m.

According to a press release, organizers are looking to elevate the experience by building off the success of the inaugural event last year while celebrating breaking’s inclusion in the 2024 Olympics. Attendees can expect incredible dance-offs, world-class technique, and one-of-a-kind performances by talented breakers from across the state. The event will take place outside under a large tent to increase visibility for spectators, and there will be a 3 vs. 3 competition with a larger grand prize of $1,500.

“This event embodies why we wanted to start Rollertown in the first place,” says Jeff "Skin" Wade, co-founder of Rollertown. “We have a long history of fusing together things we’re passionate about. And providing our guests with the essence of true Hip-Hop culture fills us with so much pride and excitement.”

To commemorate the event, Rollertown will release a new beer called The Cypher (10% ABV) as part of its Back to the Lab Experimental IPA Series. This imperial hazy IPA is made with copious amounts of wheat and oats, a clean American pilsner base malt and a mix of Bru-1, Citra and HBC-586 hops. The result is said to present with a velvety body and powerful hints of pineapple, mango and lychee.

Appropriately, the beer is named as a tribute to a "cypher," an open-circle warmup prior to the battle where the group communes while people take turns executing freestyle moves. The cypher (or cipher) has deep cultural roots in hip hop culture and beyond.

Leo J, a prominent figure in the breaking community who will perform at the event, also expressed his enthusiasm for the upcoming festivities.

"After the huge success of last year's event, I am happy to partner with Rollertown for a second year in a row," adds Leo J. "With breaking making its debut in the 2024 Olympics, it makes events like these even more important for the breaking community as fans of the culture can get an up close and personal view of the artform."

The B-Boy Battle is free for attendees. Apart from breaking and music from DJ Leo J, there will be food from Cane Rosso and Cheddr Wheel, and pop-ups from Josey Records, DFW Vintage Swap Meet and more. Rollertown encourages early arrival to ensure a good viewing spot, as the event is expected to draw a very large crowd again this year.

Rollertown partners with Rangers.Nation for playoff pilsner

Image courtesy of Rollertown Beerworks.

Rollertown Beerworks of Celina, the brewery owned by Ben Rogers and Jeff “Skin” Wade of The Ben & Skin Show on 97.1 The Freak, announces a collaboration with the grassroots fan group led by superfan Jake DuPre known as “Rangers.Nation” on Instagram. The result of this partnership is a beer that "celebrates the passion and dedication of this pioneering group of local baseball fanatics."

Following Jake’s lead, Rangers.Nation concentrates the team’s most energetic and vocal fans in Section 133 of Globe Life Field. Creating an infectiously-raucous environment, this group has had a tremendous impact on the in-game environment and has brought a playoff-like atmosphere to regular season home games in Arlington. 

To celebrate this group’s passion and impact on the local baseball culture, Rollertown is releasing a commemorative beer called “The 133 – A Celebration of The Nation.” A crisp, clean, crushable premium pilsner, this beer was brewed in Celina and is designed to go perfectly with a ballgame.

Commenting on the release, Roger says, “I’ve been a diehard fan my entire life. From Jeff Burroughs to Oddibe McDowell to Juan Gonzalez to Michael Young to Adolis Garcia. And now, to be a part of a magical baseball beer that embodies the glorious energy of a full-stadium “NA-PO-LI” chant on a brisk October night in Arlington is truly an honor.”

DuPre adds, “This beer is the perfect symbolization of the rowdy, enthusiastic, and exciting culture of Section 133. What better way to celebrate a victory than with a cold can of The 133? I know how I’ll be celebrating my 21st birthday while watching the Rangers this October!”

"The 133" will be available on tap an in cans starting October 6 at Rollertown's taproom in Celina. Four-packs of cans will be also available exclusively at the Frisco H-E-B, allowing fans to sip on this beer as they rally behind their favorite team.

Rollertown tracking a new future in Frisco

Image courtesy of Rollertown Beerworks.

Over the past year, the City of Frisco has been actively working to secure a brewery (or breweries) within its borders. And, while two projects have already been announced, the most ambitious yet may come from a newly-formed partnership with Rollertown Beerworks of Celina.

Founded by Ben Rogers and Jeff 'Skin' Wade, hosts of "The Ben & Skin Show" on 97.1 The Freak, Rollertown is a relatively young company, having just opened in April 2020. Even so, an eye towards expansion has been in place from the very start.

"When we originally opened this spot in Celina, it was always meant to be a temporary location," says Jonathan Rogers, CEO of Rollertown. "Eventually, we were planning to move and occupy another building on this block, but once the pandemic hit, we realized a lot of the people coming to the brewery are traveling to get here."

With that in mind, Rollertown began considering its options. Factoring into the equation was the idea that just like I-635 is considered "The Wall" for downtown dwellers, US-380 presents as a similar sort of barrier for suburbanites. In other words, patrons are perhaps only willing to go so far in the pursuit of better beer.

The talk then turned to Frisco as a destination, especially in light of the fact both the Dallas Cowboys and PGA Tour have recently relocated their headquarters to the city. Now you can add Rollertown to the mix, as the brewery looks to join those entities in being a draw for out-of-town entertainment traffic.

So, what will a new Rollertown HQ look like? Concepts are early in development, but Rollertown's vision for the future will be realized on a roughly 2.6-acre tract of land along Main St., between John W. Elliot Dr. and First St. in Frisco's Rail District. Active tracks run alongside the site, which shares space with the Frisco Grain Elevators. It's a fitting locale, given how the Rollertown name stems from when the railroad was built, and local businesses had to literally roll their buildings closer to the rail line in order to survive.

Once work is complete, the multi-faceted facility will represent quite an upgrade compared to Rollertown's current digs. In addition to a dedicated 11,000 square foot production space anchored by a 60-barrel brewhouse (up from the seven-barrel system employed in Celina), plans call for the construction of a separate 13,000 square foot, two-story structure to house the brewery's taproom and a rooftop deck.

Additional indoor features will include upwards of three resident food vendors, these set up in a miniature food hall-type environment. There will also be a seven-barrel brewing system installed in the taproom for the exploration of more offbeat recipe designs from the mind of head brewer Tommy Miller and potential collaborators.

"We're going to build a very experimental setup in the main taproom, with foeders and other kinds of tanks to brew with different techniques," says Miller. "We'll probably have about 50 taps, just doing tons of crazy stuff in there, while the big production facility in the back is going to be pumping out lagers."

Miller also hopes the small-batch system can be used as a tool to help reconnect with homebrewers. The purpose being to dedicate time to the culture and community that got the industry started in the first place, with the ultimate goal to help foster the next generation of North Texas craft brewers.

"Nobody has really taken up the mantle of the homebrewer since the demise of Brew Riot and Deep Ellum's Labor of Love, and that's kind of a shame," says Miller. "We want to have homebrewing clubs come in to brew a batch together and put it on tap, and we want to get back to having bigger homebrew competitions."

Regarding the makeup of the exterior grounds at Rollertown in Frisco, much attention will be paid to outdoor amenities as well, with the intention of giving patrons and their pets plenty of room to move around.

"Between two green spaces, we'll have about 30,000 square feet of turfed-off area," says Rogers. "It'll be fantastic for families, with an outdoor biergarten, a stage/pavilion and more, and it will allow us to host bigger and better events."

Naturally, concerts and large-scale beer festivals (think curated events like Festicle at Braindead, but on a grander scale) are on the agenda, but to hear Rollertown tell it, they have aspirations to leverage the venue to produce even crazier, spectacle-like gatherings.

As for the motivation behind it all, clearly such a move will make Rollertown much more available and accessible to a wider audience. Beyond that, though, it comes down to demonstrating a commitment to a couple of core concepts at Rollertown: inclusivity and opportunity.

"We'll have greater opportunities to team up with the right kinds of partners to celebrate the culture behind our events, like with the Japanese consulate for our Sumo wrestling exhibition, or the German consulate for Oktoberfest," says Rogers. "We want to do things the right way, because it allows for education and enrichment, which is what we're all about."

A timeline for the design and construction of Rollertown Frisco is still being established. The Celina brewery and taproom is expected to continue operations as normal throughout the development cycle and beyond.

Rollertown launching “Hazy Gonna Set it Off” Turkey Day beer program

All images courtesy of Rollertown Beerworks.

It's already been a big year for fans of D-FW radio personalities Ben Rogers and Jeff 'Skin' Wade. The duo first debuted a new "Ben & Skin" show on 97.1 The Eagle in February, following that with the April opening of their own brewery and taproom, Rollertown Beerworks in Celina. Now, they're looking to generate even more excitement with the announcement of a special beer program meant to take Turkey Day to the next level.

Rollertown is launching its First Annual "Hazy Gonna Set it Off" program, a tribute to Rogers' legendary “Gravy Gonna Set it Off” story of personal Thanksgiving failure. Rogers retells the story on the air every year, and it has created a cult following among D-FW radio fans that, for many, signals the start of the Thanksgiving holiday.

“This story represents personal holiday failure on a grand scale,” says Rogers. “It has been a great way to make fun of myself over the years to lift people’s spirits and to get them ready for the Thanksgiving holiday.”

The program is headlined by two new beers, limited edition merchandise tied in to the story, and limited edition 22-ounce bottles of three brews crafted to act as a tasting companion to your Thanksgiving meal. Beers is the program consist of:

Belgian Barnyard (4.2% ABV, 24 IBU): a crisp table saison with a sweet, light body and a hint of tartness. Bursting with flavors of pomegranate, yuzu, and lemongrass, Belgian Barnyard is designed to act as a Thanksgiving appetizer.

Hazy Gonna Set it Off Double IPA (9% ABV, 65 IBU): the program's namesake is double dry-hopped with Galaxy, Sultana, and Nelson Sauvin hops, along with Sauvignon blanc grape must. With notes of wine grapes, ripe pineapple, mango, grapefruit, and blood orange, Hazy Gonna Set it Off is designed to complement the main Thanksgiving course.

War Daddy (10% ABV, 55 IBU): a dark-as-night imperial stout with strong flavors of chocolate, coffee, vanilla, and cacao nibs. Cold-brewed through coffee roasted by KLLR Coffee, Wardaddy is designed to be served as Thanksgiving dessert.

Tune in to 97.1 The Eagle on Friday, November 20, where Ben & Skin will unveil the program live on-air around 2:05 p.m. They will retell the Thanksgiving story during Friday's show from 4-5 p.m., and then again during a socially-distanced event at the brewery on Wednesday, November 25.

Sales of the program elements go live at 2:05 p.m. on Friday by way of the brewery's website (click here), with customers able to pick up their purchase during taproom hours through Wednesday.

Collectible Hazy Gonna Set it Off bottles are $20 and limited to 750 units. Each bottle features a wax-dipped closure, a custom sticker designed by local artist Mik Jimenez, and is personally signed and numbered by Ben & Skin. Those who miss out on this limited bottle can still acquire 16-ounce crowlers of the namesake beer for their holiday enjoyment. Wax-dipped Belgian Barnyard and Wardaddy bottles will sell for $15.

For fans seeking the full production, the brewery is offering 100 “Set it Off” packages for $50. Packages contain one bottle each of Hazy Gonna Set it Off, Belgian Barnyard and Wardaddy, along with two Hazy-branded red reusable cups (a key component of the Gravy story). All of which is bundled in custom Hazy Gonna Set it Off carriers.

A portion of proceeds from Hazy Gonna Set it Off will go to benefit Grace Bridge, a Celina-based charitable organization providing food, clothing and other necessities to those in need. Rollertown also encourages consumers to donate directly to Grace Bridge via the organization's website at www.gracebridge.us.

Rollertown rolls on, opens in Celina

Rollertown rolled out Wardaddy Vanilla & Coffee Imperial Stout, along with three
other beers during its Grand Opening Weekend (© Brian Brown/Beer in Big D).

Pulling up to the car line for the drive-thru debut of Rollertown Beerworks on Friday, I couldn't get the Steve Winwood song, "Roll With It," out of my head. Naturally, the word "roll" in the title had some measure of influence, but there was more to it in my mind. I mean, what else is there to do but 'roll with it' when you're faced with opening a brewery during a pandemic?

Yet, that's the call co-owners Ben Rogers and Jeff 'Skin' Wade, a.k.a. the guys behind The Ben & Skin Show on FM 97.1 The Eagle, had to make when they decided to open the doors to Celina's first brewery. Except it was car doors they were opening in order to deliver the goods on Rollertown's first day.

Of course, none of this was part of the plan. Not just having to open during a pandemic, mind you, but the whole idea of cans as well. The original intent was for Rollertown to be a taproom-focused operation. Hence, packaging was a pivot, requiring the acquisition of a can seamer, along with a few late-night canning runs to make it all happen.

Despite the change of direction, opening weekend seemed to go off without a hitch. Lines moved quickly as local residents, and likely more than a few radio listeners, lined up to grab "Inaugural Brew" pre-orders that sold out beforehand. Offerings included Rollertown Light lager, The Big German Kölsch, Juice Serum Juicy IPA and Wardaddy Vanilla & Coffee Imperial Stout.

Of those, the one referring to 'The Big German' himself, Dallas Mavericks legend Dirk Nowitzki, was probably my favorite (the stout was a close second). Clean and refreshing, The Big German is a kölsch with some complexity, being a bit bready with notes of honey and lemongrass.

As for what's next on the to-do list for head brewer Tommy Miller, another round of the first four beers is on the agenda, as is a pilsner fermented with a strain of kveik yeast. For updates on when they'll be ready, follow Rollertown on social media for details (Facebook, Instagram, Twitter).