18 July, 2006

USA: Anheuser Busch keeps Rolling Rock brand identity alive

Anheuser-Busch is keeping the traditions of the Rolling Rock brand alive as the company prepares to shift production to its breweries, Food Ingredients First released July 17.

Since the purchase of Rolling Rock was announced in May, Anheuser-Busch brewmasters have worked to replicate the brewing process to ensure that fans of the lager will continue to enjoy the same great taste they've grown to love in the traditional painted green bottle. Next month, Anheuser-Busch begins 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.

"We have the expertise, equipment and capacity to produce the same beer and maintain its traditional taste," said Doug Muhleman, chief brewmaster of Anheuser-Busch. "Though the brewing location will change, the taste will not. We have learned all the recipe details and we are confident that we will brew Rolling Rock the same way as it has been brewed historically."

Along with keeping the beer the same, Anheuser-Busch plans to make as few changes as possible to the bottle and label that are part of the brand's identity. Rolling Rock will continue to have a painted label with the same familiar features, including a quotation of the original pledge of quality in tribute to the brand's traditions.

"Our priority is to honor the Rolling Rock brand and its traditions," said 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.

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.

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