Will Fans Forgive Location?
Anheuser-Busch has made it official. Next month, they begin brewing Rolling Rock and Rock Green Light using the brands' same time-honored recipes, maintaining the craftsmanship and heritage that Rolling Rock fans have come to expect and appreciate.
With one exception: Instead of being brewed "in the glass-lined tanks of old Latrobe," the beer will be brewed elsewhere. According to an article in the Houston Chronicle, "water for the beer will come from a reservoir near Newark, N.J., rather than mountain springs in Pennsylvania."
Company official emphasize "Though the brewing location will change, the taste will not."
"Our priority is to honor the Rolling Rock brand and its traditions," says Andy Goeler, vice president, Import, Craft and Specialty Group, Anheuser-Busch, Inc. "One way we're doing this is through our packaging. The Rolling Rock pledge is an historic part of this brand, along with the mysterious '33' and the label's other features. We wanted to take all steps possible to honor this tradition, so we plan to quote the pledge on the label in a tribute to this rich, proud history," Goeler said. The label will say:
To honor the tradition of this great brand,
we quote from the original quality pledge:
"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."
Rolling Rock bottles will continue to have a two-color painted label on green glass from the same supplier in Pennsylvania. The front label will continue to recognize Latrobe Brewing Co., along with a required geographic designation. Anheuser-Busch will first brew Rolling Rock in the northeast, but expansion to other locations is expected. Therefore, the company is opting to place its St. Louis headquarters on the bottle.
This, following a line of corporate buyers, is not boding well for some fans of the old-time brewery. Check out SaveRollingRock.org.
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