T or C Brewery Expanding to Las Cruces


Truth or Consequences Brewing Company is opening a taproom on East Lohman Avenue in Las Cruces. The new outlet will serve T or C brewed ales and lagers and is slated to open in late 2019. All the brewery’s manufacturing jobs will remain at their headquarters in downtown Truth or Consequences. 

Co-founder and General Manager Marianne Blaue said of the expansion, “Truth or Consequences is our mothership and inspiration. It’s the home base where the manufacturing, business headquarters, and special events take place. The Las Cruces beer bar will be about a third the size as the one in T or C and have no manufacturing facilities. The sign outside will say ‘‘Truth or Consequences Brewing Co.’’ We hope it will be an intimate space for thirsty Las Crucens to grab a pint after work and maybe learn a thing or two about Truth or Consequences.”

The brewery will need to increase their production capacity to keep the Las Cruces location supplied with beer, and two new 450-gallon stainless steel tanks will arrive in T or C in October. They have hired additional local workers to help with the ramped-up production and to deliver beer to Las Cruces. Including part-time bartenders, the brewery now employs 18 T-or-C-based workers.

“This is a great opportunity to figure out how to increase our production while maintaining the quality and consistency of our beer. Not all breweries have mastered this. Luckily for us, we’ve had great feedback from our local fans and regulars about how to provide a great product and we are focused on making sure we maintain that,” said the brewery’s co-founder and Chief Beer Officer John Masterson.

Exterior of the T or C Brewing’s new beer bar location
in Las Cruces at 2001 East Lohman Ave.

Building codes are requiring the company to remodel what was once a small ice cream shop, including adding a second bathroom and updating the electrical and plumbing systems. Permits are in place and the renovations will begin later this month. A patio shade structure will be added over the winter months.

Hillsboro-based Black Range Construction and T or C’s First Savings Bank are the contractor and commercial loan provider respectively, each having previously worked with T or C Brewing in the build-out of their downtown headquarters in 2017.

Truth or Consequences Brewing Company is a family-owned brewery and taproom based in Truth or Consequences, New Mexico. They are open seven days a week and always have 10+ house beers on tap. All their beer is brewed in Truth or Consequences. Live music, beer tastings, and tours are offered regularly. For more information or the brewery calendar visit their website at: https://www.torc.beer.