(PR NEWSWIRE) Latrobe Brewing Company Introduces New Specialty Beer, Commemor
Latrobe Brewing Company Introduces New Specialty Beer, Commemorative Steelers
Can, and Plastic Bottle In Western Pennsylvania
LATROBE, Penn., Nov. 1 /PRNewswire/ -- Latrobe Brewing Company has
launched several exciting programs, including its first new specialty beer in
six years, to drive and support the growth of the Rolling Rock Beer brand in
its hometown western Pennsylvania region.
Rolling Rock Black -- Latrobe Brewing is introducing a new black Bavarian
lager called Rolling Rock Black to be test marketed in the Pittsburgh area
beginning in November. The first specialty beer produced by Latrobe Brewing
since 1996, it will be available in draft only at selected locations in the
Pittsburgh area.
"Rolling Rock Black is our unique version of the traditional black lagers
found in parts of Bavaria, " said Seamus Gardiner, assistant brewmaster at
Latrobe Brewing. "It is a bold, complex beer with subtle chocolate notes and
a distinctive smoky character that comes from roasted malts and is reminiscent
of smoke from wood fires. Hallertau and Mt. Hood hops are used to give this
beer a traditional flavor with a dryish finish and not too much sweetness."
Mr. Gardiner also noted that the new Rolling Rock Black can be enjoyed as
an after dinner drink and can be used as a flavoring ingredient to add "a rich
dusting of smoke" in sauces, seafood dishes and even cheesecake.
David VanWees, Director of Marketing for Rolling Rock, pointed out that
Rolling Rock and Rolling Rock Black make a perfect combination to show off the
"other fall colors" of western Pennsylvania -- the "Black n' Gold!"
The new beer traces its heritage back to a line of craft brews that
Latrobe Brewing made several years ago, which included Latrobe Bavarian Black
Lager. In October 1996, Latrobe Bavarian Black Lager won a Gold Award in the
Great American Beer Festival.
Steelers Can -- To mark the Pittsburgh Steelers' 70th season, Latrobe
Brewing has introduced a specially designed commemorative can and exterior
packaging that combines the classic Rolling Rock steeplechase icon with the
Pittsburgh Steelers' logo. Rolling Rock has exclusive rights to use the
Pittsburgh Steelers' logo in beer packaging for distribution within a 70-mile
radius of Pittsburgh as part of its Heinz Field partnership arrangement. The
attractive new can also combines the traditional Rolling Rock green color with
the Steelers' black and gold and carries the team's home schedule. The
Steelers can will be available into December.
Plastic Bottles -- In a first for the brand, Rolling Rock is being sold in
plastic bottles during the current NFL season at the Pittsburgh Steelers'
Heinz Field and at Gillette Stadium in Foxborough, Mass., home of the New
England Patriots. The green plastic 16-ounce bottle is a replica of the
unique long-neck, painted-label Rolling Rock glass bottle. "The Rolling Rock
plastic bottle gives the brand great visibility in two high-profile venues
throughout the NFL season, which is a very popular beer-drinking period," says
David VanWees, Director of Marketing for Rolling Rock.
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SOURCE Rolling Rock Beer
-0- 11/01/2002
/NOTE TO EDITORS: PRODUCT PHOTOS AVAILABLE. E-MAIL:
Leslie@strategiccommunication.com /
/CONTACT: Brad Hagan of Latrobe Brewing Company, +1-724-537-5545; or
David VanWees of Labatt USA, +1-203-849-3622; or Jack Maddigan of Maddigan
Communications, +1-412-344-9050/
CO: Latrobe Brewing Company; Rolling Rock Beer
ST: Pennsylvania
IN: FOD REA PAP SPT
SU: PDT
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