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    Real World Business School

    Alcohol Wiz: Heights hard cider company started by underage entrepreneur goesnational

    Darla Guillen
    Dec 26, 2012 | 2:08 pm
    • The newly expanded lineup, including Pomegranate
      Photo courtesy of Leprechaun Cider Co.
    • Jake Schiffer
    • Leprechaun's Dry Cider bomber
      Photo courtesy of Leprechaun Cider Co.
    • Golden Cider is a slightly sweeter option.
      Photo courtesy of Leprechaun Cider Co.

    While some undergrads might require their parent’s signature when purchasing a new car or leasing an apartment, Leprechaun Cider Company founder Jake Schiffer needed mom and dad to sign for a start-up company.

    Leprechaun is Texas’ first hard cider company and was founded by a then-underage, aspiring entrepreneur who has since became an of-age business pro.

    The Houston born-and-raised founder admits that it’s been challenging and exciting diving headfirst into entrepreneurship rather than pursuing a formal business education.

    “This is my business school . . . I can’t learn business in a book. I have to get out there and do it,” Schiffer says.

    “All we do to add sweetness is add back crushed fresh apple juice. We don't add back sugar."

    Cider has yet to see the craft beer industry’s ubiquity, which is good news for Schiffer, who entered the market and signed a distribution deal with Duff just in time to catch the hard cider wave that’s about to hit the national market. The Texas-made tipple is currently in four states and is in talks with 10 other states as well as Canada.

    It’s not just good timing that has lead to the company’s rapid expansion. Unlike the concentrate-rich, mass-produced Woodchuck Ciders of the world, Leprechaun refuses to take cost-saving shortcuts, opting instead to use fresh apples hand-picked at their peak, and limiting themselves to only two varieties of apples.

    “[The competition] uses very cheap apple concentrate, dozens of varieties of apples, shaken off the tree or crushed — it’s not cared about,” Schiffer says. “They heat it up to the point where it breaks down all of the bacteria. They ferment it . . . they add water, which dilutes it.

    "And because it doesn’t taste like apple anymore, they add back bags of sugar.”

    In contrast, Schiffer says Leprechaun takes an artisanal approach to retain the unprocessed flavors of their apples, resulting in a product that is natural and gluten-free, completely devoid of preservatives and concentrate.

    “All we do to add sweetness is add back crushed fresh apple juice,” Schiffer says. "We don't add back sugar."

    While the cider’s tap handles are side-by-side with beer and often served in pint glasses, the seven-percent alcohol by volume cider ­­­­­­­­­is more closely related to a lighter wine than beer. Schiffer says that after extensive travel through Europe, where he sampled a variety of ciders, from drier British versions to the sweeter, more carbonated ciders of Spain, he could taste the difference with the big American brands.

    He wants to present a purer cider that is true to its history.

    “We crush the champagne yeast, which gives it a more light-bodied wine or prosecco-like flavor and mouth feel. Not as beer-like or as syrupy [as comparable products],” Schiffer says.

    This makes it flexible in terms of cooking and mixing. Schiffer also says he’s a fan of shandies made with Leprechaun and local beer.

    “This is my business school . . . I can’t learn business in a book. I have to get out there and do it,” Schiffer says.

    Even in the midst of expansion, the company is making big moves to continue honoring its home state. While the cider’s apples are currently grown in Oregon, Schiffer plans to establish an apple orchard in West Texas very soon. The central business office and company has also found itself a new home in the Houston Heights.

    For the time being, Lepechaun won’t be doing tours, choosing instead to focus on a cautious national expansion and maintaining its high quality standards in the expanding line.

    Pomegranate, which began as a seasonal variety, will soon proliferate the market as a year-round option for those seeking a fruitier, dessert-like pint. It will join Dry and Golden, making for a well-balanced lineup.

    Even well before the company was signed over to him on this 21st birthday, Schiffer worked hard to provide a cider that makes him and his state proud.

    “We’ve worked our butts off to get where we’re at,” Schiffer says. “We’ve done everything we can to grow, so I feel like we’re right on schedule.”

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    in like the rose

    Elevated Mexican American cocktail bar blooms in historic downtown space

    Eric Sandler
    Jun 11, 2026 | 5:05 pm
    Concrete Rose interior
    Courtesy of Concrete Rose
    Concrete Rose is now open in downtown Houston.

    The creative mind behind Monkey’s Tail and Trash Panda Drinking Club is stepping things up for his new project. Concrete Rose, the new bar from Greg Perez, is now open in downtown Houston.

    Located on the ground floor of the historic Purse building (1701 Commerce), Concrete Rose is an elevated cocktail bar that’s inspired by Perez’s heritage as a Chicano and first generation Mexican American. It’s a big change for the bar owner, who’s best known as one of the founders of Mexican American sports bar Monkey’s Tail and the proprietor of Trash Panda Drinking Club, the Lindale Park bar known for its quirky sense of humor and creative pop-ups.

    Perez tells CultureMap that’s Trash Panda’s success paved the way for Concrete Rose. With the bar running smoothly, he was able to travel for the first time in five years. When the property’s owners presented him with the ability to open a new concept, the inspiration from those travels helped fuel the design, menu, and overall direction of Concrete Rose.

    “After my London trip, I started to feel comfortable with executing an ambitious project. I decided to go back to what I know best, which is myself,” Perez says. “When you walk in, you’ll see a lot of callbacks to me and Trash in a very elegant way.”

    Rather than a conventional bar, Concrete Rose takes much of its design inspiration from streetwear boutiques. Framed photographs honor different aspects of Chicano culture, such as low riders and religious imagery.

    “We have a really dope picture of an altar. It’s a little bit of a show stopper,” Perez says.

    That streetwear theme continues with Concrete Rose’s cocktail menu. Styled after a lookbook, it uses lifestyle photography that shows the drinks but doesn’t make them the image’s sole focus. One section consists of eight, “boundary pushing” cocktails that are inspired by The Rose That Grew from Concrete, a posthumous collection of poems written by Tupac Shakur. For example, the “No One Else Cared” puts a spin on guacamole by using avocado ice cream, fried avocado skins, and tomato.

    Another section, dubbed “Kickbacks,” features more familiar flavors, including one drink inspired by the guava danish at Perez’s favorite bakery in Mexico City. Classics are just that,r efined versions of staples like the margarita and ranch water.

    Soon, the bar will roll out a food menu of dishes that blend various global culinary traditions with Mexican flavors and techniques. It’s created by chef Fernanda Alamilla, who worked for Perez as sous chef at the short-lived, critically-acclaimed Mexican American restaurant Chivos. Dishes include beet tacos, fish crudo, and the “BJ Sandwich.”

    “The execution is there. And the creativity is there. You won’t see us trying to catch a trend. We put a lot of attention into the details. There’s a lot of Easter Eggs,” Perez says.

    Concrete Rose won’t be Perez’s only new concept at the Purse building. In the coming weeks, he’ll introduce Uncle Charlie’s Athletic Club, a Mexican American sports bar that applies the lessons he learned from Monkey’s Tail in a new format.

    Concrete Rose interior

    Courtesy of Concrete Rose

    Concrete Rose is now open in downtown Houston.

    “I wanted the feeling to be your cool uncle’s bar,” Perez says.

    For now, bar goers can head downtown to meet Concrete Rose, which is open daily from 4 pm-1 am.

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