La Crosse brewed Old Style, Oktoberfest beer, unveiled today

City Brewery beer to go on sale in August

Cans of the new Old Style beer were delivered from City Brewery to the mayor’s office by a horse-drawn wagon this morning. 

La Crosse, Wis., Old Style beer made at City Brewery Company as the Oktoberfest’s official beer.

We are excited to announce our new limited edition seasonal Märzen style brew, Old Style Oktoberfest. Prost! pic.twitter.com/5zjYrD8Ugx

— Old Style Beer (@oldstylebeer) July 20, 2016

On what could be La Crosse’s hottest summer day in years, it felt like autumn at the brewery this morning where Oktoberfest volunteers joined with the brewery to celebrate the return of Old Style beer to La Crosse. 

A new fest beer variety will go on sale next month.

“We’re really excited to partner with one of the most nationally iconic brands and also a brand that has a deep history in the La Crosse community,” Oktoberfest president Alex Lueck said.

Old Style was brewed in the city for nearly a century, until Heileman went out of business in 1999, and the brand was sold to Pabst.

Brewmaster Randy Hughes, who worked with Heileman before that company shut down, says he has tried to get Old Style production back in La Crosse for a long time

“G. Heileman and Brewing co, La Crosse, Wisconsin, back on a can is a day to celebrate,” Hughes said at the unveiling of the new label today.

It was 1969 when Heileman first sponsored Oktoberfest and Old Style was the major beer at the festival. Regular Old Style is still being made outside La Crosse.