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New report shows that Houston and Texas are making strides in wind energy

The report indicates the Lone Star State is home to roughly one-fourth of all U.S. wind power production. Getty Images

With over 4,600 energy-related businesses employing more than 237,000 people, Houston has earned recognition as the "Energy Capital of the World." But when people think of Houston's energy sector, oil and gas almost automatically come to mind, given that about one-third of the publicly traded oil and gas companies in the U.S. are based in the Houston area.

Yet wind energy is making inroads in Houston. Susan Davenport, senior vice president for economic development at the Greater Houston Partnership, says more than 30 companies in the Houston area operate in the wind energy sector.

"Houston is actively working to grow this sector, so we hope people will seriously think of Houston when they think of renewables in this new era of energy," Davenport says at an April 9 news conference in Houston where the American Wind Energy Association released its 2018 state-of-the-industry report.

That's not to say, though, that Houston is ready to cede its dominance in the oil and gas sector.

"Houston has long held the title of 'Energy Capital of the World,' and we fully intend to maintain that status," Davenport says. "As global energy forecasts continue to show an ever-increasing need for energy, we know oil and gas will be critical for years to come. But at the same time, as that energy mix gets larger, we know an increasing share of energy will come from renewables. And we're already capturing a sizable share [of that market]."

That sizable market share includes venture capital. Of the $5.2 billion in venture capital reeled in by Houston businesses from 2015 to 2017, renewable energy accounted for more than 35 percent, according to the Greater Houston Partnership.

Davenport said Houston is "uniquely suited" to support companies involved in wind energy and other types of renewable energy, thanks to its deep pool of energy-oriented talent.

The American Wind Energy Association's annual report for 2018 shows the wind energy sector employs between 25,000 and 26,000 people in Houston and elsewhere in Texas, up from 24,000 to 25,000 in 2017, with the total investment in Texas wind energy projects sitting at a whopping $46.5 billion. More than one-fifth of wind energy jobs in the U.S. are located in Texas.

In employment, investment, and several other categories, Texas rules as the undisputed leader of the U.S. wind energy industry.

"The success story in Texas continues," says Susan Williams Sloan, the Austin-based vice president of state policy for the American Wind Energy Association.

The report indicates the Lone Star State is home to roughly one-fourth of all U.S. wind power production. If Texas were a country, the wind energy group says, it would rank fifth in the world for wind power capacity, with nearly 25,000 megawatts installed. And with nearly 7,000 megawatts of wind energy projects under construction or development at the end of 2018, Texas is adding more wind energy capacity than what all but two other states actually have installed.

At of the end of 2018, nearly 13,400 wind turbines dotted the state's landscape, mostly in West Texas.

It's not just utilities that are fueling the growth of wind power in Texas. The association calls Texas the "nexus" for non-utility demand for wind power.

Today, 38 non-utility companies have bought or are planning to buy 4,900 megawatts of wind energy in Texas, including Shell Energy, AT&T, Budweiser, ExxonMobil, and Walmart, according to the association.

"Texas continues to lead the nation, with hard work and ingenuity, in harnessing this great American renewable energy resource, literally out of thin air," says Tom Kiernan, CEO of the Washington, D.C.-based American Wind Energy Association. "Texas has a long and storied history of energy production and as [our] report demonstrates, wind is an important part of the state's energy success story. In many ways, the Texas wind story is the story of American wind power."

The association released its 2018 report in advance of WINDPOWER, the wind energy industry's biggest conference, which is set for May 20 to 23 at Houston's George R. Brown Convention Center. More than 8,000 people are expected to attend.

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Building Houston

 
 

Cheers Health has expanded its product line as it evolves as a wellness-focused brand. Photo courtesy of Cheers

Houston-based startup Cheers first got a wave of brand devotees after it was passed over by investors on Shark Tank in 2018. In the years since, Cheers secured an impressive investment, launched new products, and became a staple hangover cure for customers. When the COVID-19 pandemic disrupted businesses, the company rose to the occasion and experienced its first profitable year as drinking and wellness habits changed across America.

Cheers initially started its company under the name Thrive+ with a hangover-friendly pill that promised to minimize the not-so-fun side effects that come after a night out. The capsules support the liver by replacing lost vitamins, reduce GABAa rebound and lower the alcohol-induced acetaldehyde toxicity levels in the body. The company's legacy product complemented social calendars and nights on the town, providing next day relief.

With COVID-19 lockdowns and social distancing measures, the days of pub crawls and social events were numbered. Cheers founder Brooks Powell saw the massive behavior change in people consuming alcohol, and leaned into his vision of becoming more than just a hangover cure but an "alcohol-related health company," he says.

When the pandemic first hit, Powell and his team noticed an immediate dip in sales — a relatable story for businesses in the grips of COVID-19.

"There is a three day period where we went from having the best month in company history to the worst month in company history, over a 72 hour stretch," he remarks.

He soon called an emergency board meeting and rattled off worst-case "doomsday" scenarios, he says.

"Thankfully, we never had to do any of these strategies because, ultimately, the team was able to rally around the new positioning for the brand which was far more focused on alcohol-related health," he says.

"We found that a lot less people were getting hangovers during 2020, because generally when you binge drink, you tend to binge drink with other people," he explains.

He noticed that health became an important focus for people, some who began to drink less due to the lack of social gatherings. On the contrary, some consumers began to drink more to fill the idle time.

According to a JAMA Network report, there was a 54 percent increase in national sales of alcohol for the week stay-at-home orders began last March, as compared to the year prior.

"All of a sudden, you have all of these people who probably aren't binge drinking but they're just frequently consuming alcohol. Their drinks per week are shooting up, and they're worried about liver health," explains Powell.

Outside of day-after support, Cheers leaned into its long-term health products to help drinkers consume alcohol in a healthier way. Cheers Restore, a dissolvable powder consumers can mix into their water, rehydrates the body by optimizing sodium and glucose molecules.

For continued support, Cheers Protect is a daily supplement designed to increase glutathione — an antioxidant that plays a key role in liver detoxification — and support overall liver health. Cheers Protect, which was launched in 2019, became a focus for the company as they pivoted its brand strategy and marketing to accommodate consumer behavior.

"The Cheers brand is just trying to reflect the mission statement, which is bringing people together through promoting fun, responsible and health-conscious alcohol consumption," says Powell. "It fits with our vision statement, which is a world where everyone can enjoy alcohol throughout a long, healthy and happy lifetime,."

At the close of 2020, Cheers had generated $10.4 million in revenue and over $1.7m in profit — its first profitable year since launch.

During the brand's mission to stay afloat during the pandemic, the Cheers team was also laying the groundwork for its entry into the retail space. When Powell launched the company during his junior year at Princeton University, bringing Cheers to brick-and-mortar stores had always been a goal. He envisioned liquor and grocery stores where Cheers was sold next to alcohol as a complementary item. "It's like getting sunscreen before going to the beach, they kind of go hand in hand," he says.

"When we spoke with retailers, specifically bars and liquor stores, what we learned is that a lot of these places were hesitant to put pills near alcohol," he says. Wanting an attractive and accessible mode of alcohol-support, the Cheers team created the Cheers Restore beverage.

Utilizing the technology Cheers developed with Princeton University researchers, the Cheers Restore beverage incorporates the benefits of the pill in a liquid, sugar-free form. The company states that its in-vivo study found that the drink is up to 19 times more bioavailable than pure dihydromyricetin (DHM), a Japanese raisin tree extract found in Cheers products and other hangover-related cures.

"What we figured out is that if you combine DHM — our main ingredient — with something called capric acid, which is an extract from coconut oil, the bioavailability shoots way up," says Powell. He notes the unique taste profile and the "creaminess" capric acid provides. "Now you have this lightly carbonated, zero-sugar, lemon sherbert, essentially liver support, hangover beverage that tastes great in 12 ounces and can mix with alcohol," he explains.

The Cheers Restore beverage is already hitting the Houston-area, where its found a home on menus at Present Company. The company has also run promotions with Houston hangouts like Memorial Trail Ice House, Drift, and The Powder Keg.

Currently, the beverage is only available in retail capacity and cannot be ordered on the Cheers website. As Powell focuses on expanding Cheers Restore beverage presence in the region, he welcomes the idea of expanding nationally in the future to come. While eager customers await the drink's national availability, they can actively invest in Cheers through the company's recently-launched online public offering.

Though repivoting a company and launching a new product is exciting, the process did not come without its caveats and stressors. While Cheers profited as a business in 2020, the staff and its founder weren't immune to the struggles of COVID-19.

"I think 2020 was the first year that it really became real for me that Cheers is far more than just some sort of alcohol-related health brand and its products," says Powell. "Cheers is really its employees and everything that goes into being a successful, durable company that people essentially bet their careers on and their family's well-being on and so forth," he continues.

"It really does weigh on you in a different way that it's never weighed on you before," says Powell, describing the stress of the pandemic. The experience was "enlightening," he says, and he wants others to know it's not embarrassing to need help.

"There is no lack of great leaders out there that at long periods of their life they needed help in some way," he says. "For me that was 2020 and being in the grinder and feeling the stress of the unknown and all of that, but it could happen to anyone," he continues.

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