Posted on 05/31/2006 10:51:25 AM PDT by NorthEasterner
Signatures rolling in to support Rock brewery By Eric Heyl TRIBUNE-REVIEW Wednesday, May 31, 2006
Rolling Rock about to be brewed in New Jersey?
The thought struck Jeremy Evans as hard as the first rays of morning sunlight hitting the eyes of someone with a monstrous hangover.
(Excerpt) Read more at pittsburghlive.com ...
Ping to what we discussed last week.
"On May 19, Anheuser-Busch bought the Rolling Rock brands from Belgium's InBev for $82 million..."
Never will another drop ever cross my lips. A-B will turn it into pisswater. Go ahead, move it to Joisey, for all I fricking care!
That beer is made with corn, Bud is made with rice. Beer should be made from malted barley, yeast, hops, and water.
Rolling Rock helped me get through Penn State. Closing the plant destroys an age. Iron City, Duke and others were loses to the Pittsburgh fabric and image.
Bring in Yuengling!
its a burgh thing
This Rolling Rock consumer will switch to another brand come August, and from what I gather from talking to others, Rolling Rock will immediately lose the vast majority of it's customers in primary market -- Western Pennsylvania -- once the brand moves to New Jersey.
I have no idea what Auggie Bush and the suits at AB are thinking but it makes absolutly no sense to me to pay $82 million for strong regional brand and immediately and permanently alienate the vast majority of your customers in that very region. It sure appears to me that if AB does not change their mind and keep the Rolling Rock brand in Latrobe, they have just blown 82 big ones.
I would venture to say there are still one or two people in this country who don't know about Rolling Rock beer. Too bad. It is a brave little brew with many shining qualities to recommend it. Among them:
(1) It's got a taste with some gravel to it, at least on occasion--the flavor is notoriously variable.
(2) They print the ingredients on the label, unlike most brewers. (They use water, malt, rice, corn, hops, and brewer's yeast, in case you're interested.) But most important of all:
(3) It's got an undeniable mystique, which derives mainly from the enigmatic 33.
The official explanation for the number, which is not entirely coterminous with the REAL explanation, is that 33 signifies two things: the year Prohibition was repealed (1933), and the number of words in the legend printed above the number on cans and returnable bottles. I quote:
"Rolling Rock from glass lined tanks in the Laurel Highlands. We tender this premium beer for your enjoyment as a tribute to your good taste. It comes from the mountain springs to you."
Now, this is a touching sentiment, and there is no question it has 33 words in it. But from the standpoint of intellectual satisfaction, it sucks.
Therefore, I hunted up James L. Tito, who at one time was chief executive officer of Latrobe Brewing, the maker of Rolling Rock beer.
Mr. Tito's family owned Latrobe from the end of Prohibition until the company was sold to an outfit in Connecticut in 1985. After some prompting, he told me the sordid truth.
Based on some old notes and discussions with family members now dead, Mr. Tito believes that putting the 33 on the label was nothing more or less than a horrible accident. It happened like this:
When the Titos decided to introduce the Rolling Rock brand around 1939, they couldn't agree on a slogan for the back of the bottle. Some favored a long one, some a short one. At length somebody came up with the 33-word beauty quoted above, and to indicate its modest length, scribbled a big "33" on it.
More argument ensued, until finally somebody said, dadgummit, boys, let's just use this one and be done with it, and sent the 33-word version off to the bottle maker.
Unfortunately, no one realized that the big 33 wasn't supposed to be part of the design until 50 jillion returnable bottles had been made up with the errant label painted permanently on their backsides. (I suppose this bespeaks a certain inattentiveness on the part of the Tito family, but I am telling you this story just as it was told to me.)
This being the Depression and all, the Titos were in no position to throw out a lot of perfectly good bottles. So they decided to make the best of things by concocting a yarn about how the 33 stood for the year Prohibition was repealed.
In retrospect, this was a stroke of marketing genius. Next to cereal boxes, beer labels are probably the most thoroughly scrutinized artifacts in all of civilization, owing to the propensity of beer drinkers to stare morosely at them at three o'clock in the morning.
The Rolling Rock "33" has baffled beer lovers for generations, and accordingly has become the stuff of barroom legend. I have letters claiming that the number has something to do with a satanic ritual, that it was the age of Christ when he died, even that it signifies the number of glass-lined tanks in the Latrobe plant.
Tres bizarre, but if M. Tito is to be believed, not quite as bizarre as the truth.
--CECIL ADAMS
http://www.straightdope.com/classics/a2_044
Once the "Mfg. by A-B" label appears on the bottles (or cans!!!), folks will stop buying it. The mystique will be gone. The end of Rolling Rock.
This really is Bus(c)h's fault!
It boggles the mind. I don't know what percentage of sales come from western PA, but they will drop to near-zero. You wonder if any of the suits at A-B understand the mentality of the Yinzer beer drinker.
I fear they will be teaching this one in the business schools soon enough. This is like "new Coke" in the annals of bad business moves.
SD
Also "from the glass lined tanks of Old Latrobe..." in the current version.
All that, of course, will have to change. I know of no RR drinker who doesn't know what the back of the bottle says. Somehow "from an industrial river in New Jersey" just isn't going to fly.
SD
I have a case of the real stuff left in the garage, and that will be the final one. There are a thousands micro-brews out there, and it'll be time to taste some of them.
G. Heilemann bought the Stroh's brand and brewed it outside of Detroit (IIRC, it went to Washington state to be brewed alongside Ranier).
Stroh's is a dead brand (and Ranier?)
Seems pretty obvious they don't or they think some sexd-up advertising campaign will convince Yinzers to try a brew from the glass-lined tanks of old Hoboken.
Nothing against New Jersey, but that act won't play in Punxsutawney.
Never had it... it's good, yes?
I wonder if they bought the rights to the "Same As It Ever Was" ad campaign from a few years back?
SD
Grew up near there and hubby worked there in college. They have several varieties, but Chesterfield Ale and Blank and Tan are my personal favorites. I do believe it's the nations oldest brewery and still family owned.
And it tastes like BEER! Not like some yellow watery stuff.
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.