E-Malt.com News article: USA, WI: City Brewery launches La Crosse Session Series Amber Lager

City Brewery is pumping almost 500 barrels of new, craft-brewed life into the La Crosse brand name, Madison.com reported on May, 9.

La Crosse Session Series Amber Lager represents the re-entry of City Brewery Brands — owned by one of the brewery’s owners, Ralph Morello — in the craft market.

“We’re trying to be a little innovative,” brand sales director Don Morello said. “This is a whole new adventure for us.”

The amber lager will be a year-round offering that will likely be joined, eventually, by two other flagship craft brews, plus seasonal offerings. Six-pack cans should retail for about $6.99, and several local bars will have the beer on tap. Bottles will be offered in late June or early July.

The former G. Heileman Brewery fell on hard times in the late 1990s and sold off its locally owned beer brands in 2007, although they remained with one of the brewery’s part-owners. Since then, it’s found new life as a contract brewer of beers, malt beverages and non-alcoholic drinks.

It is still contracted to make several craft brews, and produced the “Golden Leaf” line of craft brews, an update to an old Heileman’s line, from 2003-2006. More recently, it brewed City Brewery Festbier, which will likely be folded into the new line.

“La Crosse has always been synonymous with great beer,” Don Morello said. “Some of that’s been lost over the years.”

While the new amber lager accounts for less than 1 percent of the brewery’s overall output, it hopes to grow that share to 3 or 4 percent, first in Wisconsin and eventually outside the state through the City Brewery Brands’ network.

The choice to open the line with an amber was easy, brewmaster Randy Hughes said.

“Ambers are one of the hotter styles out there right now,” he said.

The new offering has rejuvenated the brewery staff and rekindled a sense of pride. Producing national lines and more traditional brews “pays the bills,” Hughes said, but local crafts are more exciting.

“It’s like the old days again.”


15 May, 2013