A New Religion in Mecca: Memoir of a Renegade Brewery in St. Louis

I'm a big fan of Schlafly's beer. That it was created by a lawyer in his spare time under the shadow of the giant Anheuser Busch is amazing. This book gives some insights into how it came about, but is does ramble a bit.

Very poorly written. Very self-serving. There is nothing of interest in this book in regards to craft brewing or business success. I suspect that many of the author's friends and family purchased this book, because that's the only way it could have gotten published.It is the story of a man born into wealth who started a new business. It contains no inspiration or creativity.Also, the paragraphs in it are spaced apart, making the book seem longer than it is. Not relevant, I know, but it went along with all the other ways I felt I was deceived when I bought it.In reality this book is an autobiography packaged as the success story of a microbrewery. However, it would be equally uninspired and insipid as either.

Great read!

After about 10 years of indulging in Tom Schlafly's products and enjoying the fine food they serve at his restaurants I was excited to see that he had written a book of his David versus Goliath journey in the St Louis beer industry. I was even more excited this Friday night to get to meet him at a book signing event and have a sip with him of his new "No. 15" brew to commemorate their 15th anniversary in St Louis.Anyway enough of how I came into the possession of this fine book, which can be read in a matter of hours, and on with the review. Not only is Tom a great person and business man but he also has incredible writing talents. As the story unfolds and you are taken on journey of not only Schlafly's rise in the St Louis brewing arena but a historical recount of his beloved town, family, partners, and even his rivals at AB (or the Brewery as it is called in St Louis). Readers of biographies as well as many other reading genres will enjoy this great account of an American business triumph by the little beer company that could! Good luck Tom we hope to enjoy your products and wit for years to come!

This book is tons of fun and is filled with lots of St Louis History that I was never aware of prior to reading it. It's the kind of book that is hard to put down, you can read it in one sitting, by the time you finish you feel like you know more about beer and are a personal friend of Toms! As a business major, I also found it to be a wonderful case study in all the economic good businesses can provide to a community(while turning a profit). Restoring areas that had seen better days by setting up shop and making them vibrant thriving "places to be" again is something to be admired and commended. As a beer fan, I can't speak highly enough of this book, it has piqued my interest in homebrewing and I hope to try my hand at it very soon. God Bless Tom Schlafly! I hope he can bring his "Beer the way it used to be" to the Dallas market!

This memoir is an interesting and often amusing look at the entrepreneurial spirit of someone who turned his love of beer and entertainment into a thriving business. The book is an easy read and makes you feel as though you just sat down for a couple of beers with Mr. Schlafly and you listened to his story, with lots of sidebars. It helps if you are familiar with St. Louis and the people and workings of medium sized mid-western cities.

Schlafly's story has something for everyone. He is a gifted story teller. A real renaisance man, he brings disparate bits of knowledge together to tell the story of his brewery and so much more. His wit reminds me of Mark Twain. Schlafly is a keen student of history and culture and it shows throughout his entertaining book. Once you start, it is hard to put it down.