Dirk Nowitzki and Dude Perfect Share a Texas Connection

A Brewing Success in North Texas

Craft beer has been experiencing a tough time. Last year marked the first time in 20 years that more craft breweries closed than opened nationwide. In Texas, spots like Black Star Co-op Pub and Brewery, Elder Son, and North Shepherd Brewing shut their doors in just the last six months. The success stories have been harder to find. However, not all is bleak in North Texas. A brewery is expanding with a new location that will serve as its headquarters when it opens this fall. This facility aims to be a central hub for its chosen city.

Rollertown Beerworks, which started in the height of the COVID-19 pandemic in April 2020, confirmed it will open its 50,000-square-foot, $12 million brewery and taproom in Frisco in October. According to reports, the company recently posted job opportunities on its Instagram, seeking a bartender, barback, shift lead, and retail salespeople. “Our brand new headquarters on Main Street in Frisco will be opening in October, and we're building a new crew to match the hype,” read the post.

Co-founders Ben Rogers and Jeff Wade are known in the Dallas-Fort Worth metroplex as the hosts of 97.1 FM's "The Ben and Skin Show." Recent shows include deep dives into the story of the Harris County deputy under investigation for some viral social media content, and the poorly executed MLB Speedway Classic in Bristol, Tenn. Rogers and Wade started Rollertown with the former’s brother Jonathan. The radio personalities, who according to D Magazine would host shows from breweries, caught the bug to get into the business themselves, leading to the 2020 launch.

Among their first beers was an ode to Dallas Mavericks legend and Pro Basketball Hall of Famer Dirk Nowitzki called The Big German. And that Big German has helped them along the way, becoming an investor in the brewery along with several other notables, including former Los Angeles Dodgers star Matt Kemp, former Minnesota Twins star Torii Hunter, former Dallas Cowboys star Travis Frederick, and the Dude Perfect troupe—you know, the Texas A&M guys who turned making trick shots on YouTube into a multi-million-dollar enterprise.

The brothers Rogers and Wade opened the first Rollertown location in Celina, about 40 miles north of Dallas. In 2022, the brewery announced a partnership with the city of Frisco to develop a brewery and taproom, kitchen, and event space. The city's hope is that Rollertown will become the center of community activity.

“We believe Rollertown Beerworks fulfills our vision to bring destination entertainment to the heart of our city,” Frisco Mayor Jeff Cheney said in a 2022 statement. “Research shows our residents want live music, brewery experiences, and historic downtown settings—all while being family friendly. Rollertown delivers.”

Community Hub and Expansion Plans

Rollertown Beerworks’ expansion is more than just a new location; it's a commitment to creating a vibrant community space. The new facility in Frisco is designed to be a gathering place for locals and visitors alike. With a focus on live music, family-friendly events, and a variety of food and drink options, the brewery aims to provide a unique experience that aligns with the city’s vision.

The expansion also highlights the growing popularity of craft beer in North Texas. Despite the challenges faced by the industry, Rollertown has managed to carve out a niche for itself. Their dedication to quality, innovation, and community engagement has set them apart from competitors.

In addition to the new Frisco location, the brewery continues to grow its presence in the region. The original location in Celina remains a popular spot for beer enthusiasts, and the new headquarters in Frisco is expected to further solidify Rollertown’s reputation as a leader in the craft beer scene.

Future Prospects

With the upcoming opening of the Frisco location, Rollertown Beerworks is poised for continued growth. The company’s strategic approach to expansion, combined with its strong community ties, positions it well for future success. As the craft beer industry evolves, Rollertown’s commitment to quality and customer experience will likely play a key role in its long-term viability.

For those interested in following the latest developments, the brewery regularly updates its social media platforms with news about events, promotions, and new products. Whether you’re a local resident or a visitor, there’s always something new to discover at Rollertown Beerworks.