The Hard Truth About Craft Beer: 5x5s Story

Most owners confuse a tough decision with a failure. Kevin Jackson and Stan Cummins took over 5x5 Brewing Company in 2023, grew the UTRGV Vaqueros beer into half the business, and made the hard call to close the taproom so the brand could keep going. The beer is still on shelves, the partnerships are intact, and the next chapter is already in motion. #CraftBeer #VeteranOwned #SmallBusiness Life Currency sits down with Kevin Jackson, co-owner of 5x5 Brewing Company, for the real story behind one of the RGV's most recognized craft beer brands. Kevin walks through what actually happened, why the taproom is closing but the brand isn't, and how the UTRGV Vaqueros partnership, the veteran-owned culture, and a loyal fan base across HEB, bars, and restaurants are carrying 5x5 forward. Along the way Kevin shares sharp lessons on partnership, disagreeing well, spotting hype cycles versus real brand building, the sponsorship-ask trap, and the speed of trust. If you want to support 5x5, keep buying the beer. 0:00 Intro 1:19 Buying 5x5 with Stan Cummins 3:02 The tough call to close the taproom 6:44 The UTRGV Vaqueros deal 11:47 Events, community, and veteran-owned culture 26:17 Kevin's beer origin story 32:02 What's next for the brand 47:04 The team, the fans, and the sponsorship ask 1:00:10 Hype cycles vs real brand building 1:09:30 Pricing, margins, and scaling up 1:19:53 Partnerships and the biggest lessons 1:27:10 El Paso and what's ahead About Kevin Jackson: Co-owner of 5x5 Brewing Company, Army Reserves veteran, and one of the voices behind the UTRGV Vaqueros Blood Orange Kolsch. 5x5 beer remains available at bars, restaurants, and HEB across the RGV, El Paso, Corpus Christi, and beyond. About us: Bob Lozano is the CEO of F&P Group, a company involved in restaurant management, commercial real estate, and digital marketing.  Coming from a family of franchise owners, he's a passionate entrepreneur who builds successful businesses and creates positive company cultures. Bob is dedicated to exceeding expectations and making a positive impact. Interested in starting, growing, or improving your work with multi-unit franchises? Learn more below. 💻 Watch now and start earning Life Currency 📚 Learn More: https://lifecurrencypodcast.com 👍 Follow Us On Facebook: https://facebook.com/lifecurrencypodcast 📸 Follow Us Instagram: https://instagram.com/lifecurrencypodcast/ 🎶 Follow Us TikTok: https://tiktok.com/@lifecurrencypodcast  🎙️Follow Us on Amazon Podcast: https://amzn.to/3XCgUID  🎧Follow Us on Spotify: https://spoti.fi/41uBoEf Subscribe to: FOOD & PEOPLE https://facebook.com/WeAreFoodAndPeople  https://instagram.com/wearefoodandpeople  https://tiktok.com/@wearefoodandpeople  https://linkedin.com/company/wearefoodandpeople  F&P BRANDS https://facebook.com/DQRGV  https://instagram.com/fandpbrands/  https://tiktok.com/@fandpbrands  BOB LOZANO https://instagram.com/bobl_fpg/  https://www.facebook.com/BobL.FPG Produced by F&P Media *Life Currency by F&P Media features candid conversations with restaurant industry professionals sharing their personal stories and experiences. The insights, opinions, and strategies discussed are based on individual journeys and are intended for informational and entertainment purposes only. They do not constitute professional business, financial, or legal advice. Every person's situation is different, consult with qualified professionals before making business decisions based on what you hear.