Old Style returns to brewery in La Crosse

Thursday ceremony marks return of brand

 

An iconic beer brand will return to production in La Crosse. 

Old Style, once synonymous with La Crosse and the old Heileman brewery, is back on the line at City Brewery. 

The brewery will have a brief ceremony tomorrow morning for the unveiling of the beer. 

Old Style was first brewed in La Crosse in 1902.  As part of several wild swings of acquisitions and buyouts many years ago became the property of Pabst which still owns the brand today. 

City Brewery will become the lone contract brewer for the beer for Pabst.

In announcing the move, Pabst CMO Dan McHugh said, “The Midwest was and always will be the true home for Old Style.”

Old Style will also return as a sponsor of Oktoberfest in La Crosse and a special fest Old Style beer will be available this fall.

Old Style Oktoberfest is the first new beer in the brand line-up in 15 years.  The company says it will be a class Marzen style brew and will be on store shelves in September.