Old Style is one of my “it’s summer, it’s hot and I want a cheap beer” beers. Don’t know why, just do. An interesting article from the Milwaukee Journal-Sentinal talks about where the brand is going:
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.
“You’re not left with as much of that full feeling after drinking two or three Old Styles,” Hill said.
For nearly a century, Old Style was the No. 1 brand for La Crosse-based G. Heileman Brewing Co., which advertised the beer as “fully kraeusened” and made with pure artesian well water from “God’s country,” meaning western Wisconsin.
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.
Based in suburban Chicago, Pabst today is a marketing company that owns dozens of old-line beer brands but hires other companies to brew them. Now, the formula for Old Style will include kraeusening, a process that Stroh dropped.
A 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.”
I’m intrigued by the description of Pabst as a “… marketing company that owns dozens of old-line beer brands.” While I’d not characterize Christian Moerlein as a marketing company (not that’s there’s anything wrong with being a marketing company), the parallel of buying up older brand names is interesting. Or am I drawing a parallel where there isn’t one?
(A lifted mug to Beer Dorks for the pointer to the article)