How Kyle Huling & Jacob Landry Balance Urban South’s Craft Credibility With Mass Appeal
For a brewery founded in a city more associated with cocktails, daiquiris and open-container tourism than beer, Urban South Brewery has leaned into a surprising comparison to help establish itself in New Orleans culture.
Co-founders Jacob Landry and Kyle Huling do not bristle when drinkers describe Paradise Park as “the Miller Lite of New Orleans.” In fact, they see it as validation that the brewery has become part of the city’s daily rhythm.
“You can’t walk down Bourbon Street and not see Paradise Park tap as you’re looking into bars and restaurants,” Huling said. “So much of our economy is tourism, and so to be a part of not only the people who live here, but when they go back home, they remember Paradise Park or an Urban South beer that they’ve had is pretty special.”
That acceptance did not happen by accident. Since opening in 2016, Urban South has balanced a craft brewery identity anchored by beers like Holy Roller Hazy Juicy IPA while strategically building Paradise Park into a high-volume, approachable brand designed to meet consumers where they already were.
Read more in our Digital Edition.
