[11] During the early 20th century, Pearl used advertisement campaigns that featured Judge Roy Bean – one of the more colorful and famous law enforcement personalities of the Wild West.

In late 1919, the San Antonio Brewing Association changed its name to Alamo Industries (1919–1921) and began operations to comply with Prohibition laws.

One thing is sure, though: when the Blaine Act ended Prohibition at midnight on September 15, 1933, within minutes, 100 trucks and 25 railroad boxcars loaded with beer rolled out of the brewery grounds.

The Koehlers paid for family members' passage to New York and travel expenses to their city of choice, which was usually San Antonio or close proximity.

[14] Pearl, as a company, did its part in the war effort, reducing can production to save on metals and producing generic beer for the troops abroad.

At the end of the war, Pearl reestablished its aggressive growth drive and shifted marketing to focus on the emerging power buyer, the postwar housewife.

The price tag of land, permits, zoning, construction, equipment, manpower, and initial operations proved to be too large for Pearl to afford.

Goetz's historic brewery would allow increased production levels and the ability to use the well-established distribution network to help Pearl reach untapped markets.

[7] For San Antonio's week-long festival called Fiesta, each company would sponsor as many floats and events as possible in an attempt to get their name out the most in the public eye.

During the annual San Antonio Stock Show and Rodeo, Lone Star and Pearl would get into bidding wars over the blue ribbon winner of each show-animal category.

Other than support for Judson, Pearl never branded their name on any of the candy products, even in an era when it was completely acceptable for celebrities and popular cartoon characters to push adult-oriented items such as alcohol and cigarettes.

[23] Pearl's purchase of Judson might not have made any sense in the form of black-and-white business strategy, but it was pure gold in the propaganda and mental war against Lone Star.

The brewery's proximity to the core of downtown San Antonio and the easy access to several highways led many to believe it would be a prime target to be razed and replaced.

The Pearl Brewery is close to a section of the river expansion, thus making it an attractive location and eligible for incentives by the city to assist business development.

[35] Fortunately, the company has big plans for many of the current structures on the brewery property, with the hopes to attract businesses as well as River Walk tourists.

In a local article,[36] Bill Shown, the development's managing director, described an area that would house an event hall, schools, and retail, office, and residential space.

[39] CFA's current building's old garage doors have been removed and replaced by large windows to show off the lines of counters, sinks, and cookware hanging from the ceiling.

The Pearl Stable is geared to compete with other event halls by offering a full commercial kitchen, easy loading access for caterers, and a state-of-the-art theatrical lighting and sound system.

The surface has been reskinned with a shiny new can depicting the brewery's retro logo, neon beer bubbles, and the phrase "Enjoy the Finer Life", all accentuated with -ime lighting.

The majority of the building is occupied by the Synergy Studio, which provides a full line of yoga classes along with Nia, pilates, and numerous other movement-based workouts.

By the end of the year, the building will house Silver Ventures, Rio Perla Properties, American Institute of Architects San Antonio, and The Nature Conservancy.

The golden cupolas and white wash are gone from the building, instead the rooftops are charcoal, their original color, and the walls have been stripped down to show their natural stone.

In Langtry, Texas, Judge Bean declared himself the "Law West of the Pecos" and ran his court in the town's tiny U.S. Post Office and bar called the Jersey Lilly Saloon.

[48] Seeing this as an opportunity, San Antonio Brewing Association for decades used the connection to Judge Bean and the Jersey Lilly as advertising focal points.

[49] In addition, an exact replica of Bean's saloon was built and placed on the brewery grounds for use in Pearl's "Wild West Shows" and as a gift shop.

[citation needed] The Texas Transportation Company (TXTC) was a class III short-line railroad in San Antonio that serviced the Pearl Brewery.

[51] Volunteers from the Texas Transportation Museum operated a steam locomotive a caboose on TXTC trackage on Pearl property from 1964 to 1977 giving train rides to the public.

The triple Xs were adopted by the San Antonio Brewing Association to portray two things: the high quality of their beers, and the pride that workers put into their products.

The triple Xs were incorporated into areas such as the chandeliers, the millwork above all the doors, massive bronze plaques above the stage and around the mezzanine, in the custom carpet, and even the rafter bracing.

The corral contained a replica of Judge Roy Bean's saloon, cactus decorations, ranching fence lines, and the center attraction — a massive mural depicting the days of the old West.