CoasterFanatic Posted July 17, 2006 Share Posted July 17, 2006 "We locate our breweries where we know we have an excellent source of fresh water," Muhleman said. "And, of course, Newark is no different. ... WTF! ----------------------------------------- www.thepittsburghchannel.com/news/9521026/detail.html Few things will change about Rolling Rock beer when it's brewed and distributed out of New Jersey next month, according to its new owner. Anheuser-Busch Cos. Inc., which bought the beer in May, said the Latrobe brew's iconic green bottle will stay the same, as will the taste. The label will undergo a few minor changes, but the mysterious "33" will remain. "We are going to retain as much of the history and tradition and heritage of this brand," said Andy Goeler, vice president of Anheuser-Busch's import, craft and specialty group. Based in St. Louis, Anheuser-Busch bought the famed western Pennsylvania brand for $82 million from Belgium-based InBev SA. Latrobe Brewing Co., which made the beer since 1939, was not part of the deal. InBev said it is negotiating with La Crosse, Wis.-based City Brewing Co. over the sale of Latrobe Brewing. Anheuser-Busch, the nation's largest brewer, is already brewing Rolling Rock in New Jersey and will begin bottling it Aug. 1, said company brewmaster Doug Muhleman. The company also plans to expand to other brewing locations in the United States, Goeler said during a conference call Friday. "There will be virtually no change to the brand at all," he said. "The whole mission here is to keep all the things we love about the brand and keep things that were very important to us when we went out to purchase the brand." The label will retain the enigmatic number "33" at the end of its quality pledge. But the words "St. Louis, Missouri" will be added to the pledge, which will now be preceded by the phrase: "To honor the tradition of this great brand, we quote from the original pledge." And while the beer will now be made in New Jersey, the labels will still say: "From the glass-lined tanks of old Latrobe, we tender this premium beer for your enjoyment, as a tribute to your good taste. It comes from the mountain springs to you." The water will no longer come from mountain springs, but from the Wanaque Reservoir near Newark, N.J., Goeler said. "We locate our breweries where we know we have an excellent source of fresh water," Muhleman said. "And, of course, Newark is no different. ... We are very confident we are going to produce a beer that is indistinguishable from the beer that is produced in Latrobe." Goeler said he doesn't expect a backlash against Anheuser-Busch-produced Rolling Rock. "There's no question that the Latrobe piece of the brand is part of the history," he said. "As you start to get out of Latrobe ... that becomes less of a critical factor." He said the taste, packaging "and what the brand reflects" were more important than where it was brewed. Anheuser-Busch also doesn't plan to drastically change how Rolling Rock is marketed, Goeler said. "There's definitely a niche and a sizable enough niche for us to be excited enough to make it a key part of our portfolio," Goeler said. Link to comment Share on other sites More sharing options...
BeemerBoy Posted July 17, 2006 Share Posted July 17, 2006 Yep. When I think of clean, fresh water sources, the first place that comes to mind is always Newark. Link to comment Share on other sites More sharing options...
SharkTums Posted July 17, 2006 Share Posted July 17, 2006 Wow... You know, that's probably not the point they should have made! Link to comment Share on other sites More sharing options...
TheArchfiend Posted July 17, 2006 Share Posted July 17, 2006 Ahhh... Yet another fine product coming out of the Garden State. I can drink this beer with a special pride now. Too bad I don't drink. Link to comment Share on other sites More sharing options...
DerekRx Posted July 17, 2006 Share Posted July 17, 2006 Just when you thought crappy beer couldn't get any worse they move it to Newark! Link to comment Share on other sites More sharing options...
Meteornotes Posted July 18, 2006 Share Posted July 18, 2006 I really do not get why they bought RR, but are not going to brew it in the same place. I guess they just wanted the brand name. Ah well, I don't get the fuss over some of these beers anyway. RR was the beer you bought when you had no money, and now for some reason it's "cool". I'll stick to Guinness... dt Link to comment Share on other sites More sharing options...
CoasterFanatic Posted July 18, 2006 Author Share Posted July 18, 2006 Rolling Rock isn't really any special, but the only thing it really had going for it was it's crisp and "clean" taste. Pumping water out of some nuclear pit in Newark isn't going to help that any. Link to comment Share on other sites More sharing options...
FlyingScooter Posted July 18, 2006 Share Posted July 18, 2006 ^So it will be the first 'Glowing Green' beer? Who are they going to get for endorsements, The Toxic Avernger? Link to comment Share on other sites More sharing options...
TheArchfiend Posted July 18, 2006 Share Posted July 18, 2006 Wow, jokes about New Jersey using or involving the meaning of "toxic". They just don't get old after hearing them over and over and over and over and over and over and over. Come on peeps, get some originality up in this piece. Link to comment Share on other sites More sharing options...
DerekRx Posted July 18, 2006 Share Posted July 18, 2006 ^Once Jersey changes its rep, we'll get some new material. Until then, enjoy living in the armpit of America. Link to comment Share on other sites More sharing options...
CoasterFanatic Posted July 18, 2006 Author Share Posted July 18, 2006 My favorite quote from Fletch Lives: Fletch: What do you mean, toxic waste? Frank: Well, it's some special stuff. There's only eleven places in the country that makes this shit. Fletch: Where?... Frank, just give me the ones that aren't in New Jersey. Frank: Uh, there's only one. Link to comment Share on other sites More sharing options...
TheArchfiend Posted July 18, 2006 Share Posted July 18, 2006 I guess the toxins are why our tomatoes taste so good in the Garden State. Link to comment Share on other sites More sharing options...
BeemerBoy Posted July 19, 2006 Share Posted July 19, 2006 Until then, enjoy living in the armpit of America. I was always under the impression that it was Buffalo. Link to comment Share on other sites More sharing options...
Jon Sabo Posted July 19, 2006 Share Posted July 19, 2006 Yep. When I think of clean, fresh water sources, the first place that comes to mind is always Newark. I would add to the point that the Williamsburg (VA) brewery is in close proximity to the "Rhine River" BGE. I wonder if they use that swamp water..... Link to comment Share on other sites More sharing options...
USRoadTripper Posted July 19, 2006 Share Posted July 19, 2006 Until then, enjoy living in the armpit of America. I was always under the impression that it was Buffalo. So neither of you have been to Nashville, huh? -Julie Link to comment Share on other sites More sharing options...
PhishyBrewer Posted July 19, 2006 Share Posted July 19, 2006 Doug Muhleman was actually was at our brewery last week and really didn't discuss anything about the Rolling Rock brand. Which is weird, because when the company takes on a project like that it's usually big news. I did ask him if the painted bottle would go away and would be replaced by a APL(Adhesive Plastic Label) label, like what is used on Bud Light, and he said, "No, but that doesn't mean it won't in the future." And our brewery thought that we would be brewing Rolling Rock by August and we were told that not unless Rolling Rock's volume picks up on the west coast. Which doesn't make any sense to me because the cost of bottling 10,000cs or so a week would be a hell of a lot cheaper than shipping it across country. But what do I know... I'm just brewer. Link to comment Share on other sites More sharing options...
mcjaco Posted July 19, 2006 Share Posted July 19, 2006 Until then, enjoy living in the armpit of America. I was always under the impression that it was Buffalo. So neither of you have been to Nashville, huh? -Julie I've always thought it was Gary, IN. Yuck.... I've had RR once, ranked it right up there with Keystone, Coors, Beast....yuck.... Link to comment Share on other sites More sharing options...
Chris Benvenuto Posted July 19, 2006 Share Posted July 19, 2006 well, AB really sucks. I know people who worked at the plant in Latrobe, since I have family and friends living there. I hate AB so much....They ruined a great beer....really, in the small towns of PA, it had a great rep. Burn in hell AB! Link to comment Share on other sites More sharing options...
CoasterFanatic Posted July 19, 2006 Author Share Posted July 19, 2006 ^ You gonna take that Wally! Anyway, I really don't have anything against AB, but what they are doing with RR is just silly. How can you change the process, the location and the source and still label the beer as "From the glass-lined tanks of old Latrobe, we tender this premium beer for your enjoyment, as a tribute to your good taste. It comes from the mountain springs to you."? Mister Rogers (Latrobe Native) is rolling in his grave as we speak. Link to comment Share on other sites More sharing options...
PhishyBrewer Posted July 19, 2006 Share Posted July 19, 2006 ^I would comment, but I'm a afraid to. There always tracking names and company info on the net. So since I kind of still need my job, I'm not going to say anything. Brewing my own beer should give you a hint at it though. Link to comment Share on other sites More sharing options...
PhishyBrewer Posted July 19, 2006 Share Posted July 19, 2006 Until then, enjoy living in the armpit of America. I was always under the impression that it was Buffalo. So neither of you have been to Nashville, huh? -Julie Don't forget Toledo Link to comment Share on other sites More sharing options...
N'at Man Posted July 19, 2006 Share Posted July 19, 2006 ^ You gonna take that Wally! Anyway, I really don't have anything against AB, but what they are doing with RR is just silly. How can you change the process, the location and the source and still label the beer as "From the glass-lined tanks of old Latrobe, we tender this premium beer for your enjoyment, as a tribute to your good taste. It comes from the mountain springs to you."? Mister Rogers (Latrobe Native) is rolling in his grave as we speak. I was hoping they'd take all Latrobe references off the bottles. That's an insult. Change it to "the swamplands of New Jersey" and see how that works for marketing. But I guess if this had to happen AB is the place for RR as it always gave me a headache just like any Busch beer. Link to comment Share on other sites More sharing options...
Recommended Posts
Create an account or sign in to comment
You need to be a member in order to leave a comment
Create an account
Sign up for a new account in our community. It's easy!
Register a new accountSign in
Already have an account? Sign in here.
Sign In Now