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ST. LOUIS -- Since Anheuser-Busch (A-B) purchased the Rolling Rock brand in May from InBev USA, it has been refining its brewing processes in an effort to keep the brand's taste unchanged. Next month, consumers will be able to see if A-B has succeeded as production of the lager and its counter-part, Rock Green Light, switches to A-B breweries.
"We have the expertise, equipment and capacity to produce the same beer and maintain its traditional taste," said Doug Muhleman, chief brewmaster of A-B. "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."
In tribute to the brand's traditions, A-B will also keep the packaging virtually untouched. The green bottle will come from the existing Pennsylvania supplier and the two-color label will still be painted with similar features to the existing one, including its pledge. The brand's traditional horse-head, steeplechase and '33' will not be changed.
"The Rolling Rock pledge is a 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," said Andy Goeler, vice president of A-B's Import, Craft and Specialty Group.
The pledge that will remain on the bottle is as follows: "From the glass-lined tanks of old Latrobe, we tender this premium beer for your enjoyment, as a tribute to your good taste. It comes from the mountain springs to you."
A-B's Rolling Rock will begin brewing in the Northeast, but will expand and is expected to continue in St. Louis. For this reason, A-B will feature its St. Louis headquarters on the bottle.
Rolling Rock was first brewed in 1939 by Latrobe Co. In 1987, Latrobe sold it to InBev's Labatt USA. CSNews Online reported that the brand was bought from InBev by A-B in May for $82 million.
A-B currently holds 48.8 percent share of the U.S. beer sales, according to the company.