Crystal Wise
If you’ve ever messaged Martin House Brewing Company, 90% of the time, if not 100, the person answering on the other side of the screen is Sam Cole — or, as most folks like to call him, “Shugg.”
Shugg’s the guy who works behind the scenes at Martin House, juggling spreadsheets and managing the beer launch calendar (he already knows what beers are coming out in July). He collaborates with artist Donny Stevens to conceptualize each beer can’s design. And, yes, Shugg’s also the one answering the Martin House DMs.
“It should be personal,” he says. “This is Martin House. This is this dirty brewery; we make these weird beers — we just want to drink beer and have fun. That’s what it should be about.”
Shugg’s road to the brewery was about as unconventional as the Martin House beers themselves. He studied marketing at the University of North Texas but spent a stint traveling as a roadie for a country band — that’s where he earned the nickname “Shugg,” short for “sugar,” for the way he’d hide sweets under his pillow while out on the road.
Not long after college, Shugg began to develop an interest in craft beer. He became one of Martin House’s earliest employees in 2014, selling and delivering kegs out of his own car. His role has since morphed to focus on social media and events, and now, he’s taken on more of an executive position as the director of marketing.
But beer isn’t all business for Shugg. What he loves most is interacting with Martin House fans — being the guy who answers messages or greets people while they line up outside the brewery to get their hands on a six-pack of Best Maid Pickle Beer.
“I have conversations with everybody, like on Instagram, and that’s how I know them. Then they come up here, wait in line, and are like, ‘Yo, you’re that guy from Instagram,’ and we just have a beer and chill,” he says. “That’s what I think is so special. That’s what I love most about my job.”
Crystal Wise
Shugg admits sour beers aren’t necessarily his favorite (he’s more of an IPA guy), but if he were to point out the five most influential beers Martin House has ever made, he’d say Acheron, Best Maid Pickle Beer, Salty Lady, Salty Lady Michelada, and Lemon Icebox Pie.
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The Cole brothers and their dad at their annual dove hunt in West Texas.
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Shugg doing some quality control in the brewhouse.
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For Shugg, crawfish season is “the best time of the year.”
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Shugg’s dad — “Poppa Shugg” — on a visit to the taproom.
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Shugg with his nieces, nephews, and dog, Peaches.
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Shugg’s dog, Peaches, “the ultimate snuggle monster.”
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Shugg 5 Year Donny Drawing
A cartoon of Shugg, drawn by Martin House beer can artist, Donny Stevens.