![]() Meanwhile, there are other kraeusened beers, including one made in La Crosse.Ĭity Brewing Co., which now owns the former G. The company's Pabst Blue Ribbon brand also continues to enjoy revived sales, Hill said. That marked the company's best trend since it purchased the Stroh brands, according to trade publication Beer Marketer's Insights. Pabst's volume sales in 2008 dropped 3.3%, but its sales improved in the last six months of the year. The new push for Old Style comes a year after Pabst successfully relaunched Schlitz by going back to that beer's 1960s formula. The advertising campaign includes new package graphics that showcase the tavern shield seen on Old Style's label since the brand debuted in 1902. It will be more expensive to brew and will be sold at higher prices, similar to prices for Budweiser and Miller Lite, Hill said. The "new" Old Style will be in stores and taverns by February. Old Style, like most Pabst brands, has been sold as a bargain beer for years. "The consumer is savvy enough to know there's a multitude of ways to produce a beer," he said. MillerCoors' role as the contract brewer of Old Style doesn't undercut the brand's marketing message, Hill said. Now, the formula for Old Style will include kraeusening, a process that Stroh dropped.Ī Pabst statement said Old Style's return to its roots will appeal to 20-somethings who would rather drink "a high-quality, local beer" than a beer "from one of the big brewers."Īpparently, those drinkers don't know that Old Style, which still has cachet in Wisconsin and the Chicago area, is brewed by MillerCoors LLC, the nation's second-largest brewer, in Milwaukee Trenton, Ohio and Fort Worth, Texas. Heileman was purchased in 1996 by Detroit-based Stroh Brewery Co., which went out of business in 1999 and sold most of its brands to Pabst.īased in suburban Chicago, Pabst today is a marketing company that owns dozens of old-line beer brands but hires other companies to brew them. Heileman Brewing Co., which advertised the beer as "fully kraeusened" and made with pure artesian well water from "God's country," meaning western Wisconsin. "You're not left with as much of that full feeling after drinking two or three Old Styles," Hill said.įor nearly a century, Old Style was the No. ![]() Pabst Brewing Co., which owns the Old Style brand, said Wednesday it will soon be marketing Old Style as "authentically kraeusened." That process more thoroughly ferments beer to give it additional flavor, along with a smoother finish, said Keith Hill, a Pabst brand manager. It's no longer brewed in God's Country using water that some folks say flows underground all the way from Canada.īut Heileman's Old Style beer is again being "kraeusened."
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