Wynwood, known for its colorful murals, culinary delights, and designer boutiques, is now home to the authentic beer sanctuary with Argentinean inspiration, Temple. Visitors can indulge in traditional empanadas while enjoying Temple's flagship beers.
Why Miami? As Juan Nielsen, one of the four leading partners of Temple (along with Facundo Imas, Juan Chereminiano, and Bruno Ananía), stated in an interview with a media outlet in Buenos Aires (Argentina), Miami was the ideal choice for their international operations due to its friendly environment for Argentinians within the United States and its strategic location to reach the rest of the country. Additionally, the city's strong interest in gastronomic projects made it an attractive point to expand their business.
Temple's expansion strategy involves the franchise model, collaborating with strategic partners to produce their craft beer in Miami (while maintaining their independent identity as a craft brewery), and immersing themselves in the local community. Nielsen emphasizes their commitment to preserving the same spirit and quality that has made Temple successful in Argentina while developing new beer styles that resonate with the local market.
Thriving in a competitive city like Miami comes with its challenges, especially with highly sought-after locations and high rental costs. However, the Temple team remains optimistic about their prospects and projects revenues surpassing $1.5 million in the first year.
The franchise business model has allowed them to work closely with their franchisees and collaborate with a specialized agency to introduce them to a new city and culture. This approach strengthens their presence in Miami, even amidst a multitude of competitors.
Temple's vision extends beyond the borders of Miami, aiming to establish itself as a globally recognized craft beer brand. Their strategy includes leveraging the strong identity of their brand to penetrate different market segments, such as supermarkets, grocery stores, and liquor stores. This innovative approach complements their current growth strategy for other brands, such as the Feriado vermouth and Bosque gin, which focus on rapid expansion through distributors in different countries.
Undoubtedly, Lionel Messi's arrival at Inter Miami has further boosted Temple's visibility and reputation. The passionate Argentine community in Miami closely follows Messi's matches, and Temple has joined the Messi fever by organizing match viewings and collaborating with local graffiti artists to create compelling content.
Temple also proudly offers the GOAT 10 beer, created by Argentinians based in Florida Prison Pals Brewing, as a tribute to the national team captain. The city is abuzz with Messi's presence, and Temple is excited to embrace and support this thrilling movement.
With a strong presence in Miami and ambitious growth plans, Temple's "TEMPLE" of beer is ready to enchant beer lovers worldwide. As an experienced beer connoisseur in Miami, I can confidently say that Temple's craft beers will undoubtedly find loyal and enthusiastic followers in the Magic City and beyond.