Following a 20-year break, Pabst Brewing Company is set to revive production of its beloved local classic, Old Style Beer, starting this November. This revival will take place in its original hometown of La Crosse, marking a departure from its current production location in Milwaukee. To commemorate Old Style’s homecoming, a series of festivities will unfold, spanning from September to November.
Old Style Beer’s history, dating back to 1902, is a testament to La Crosse’s rich brewing heritage. Initially known as Old Times Lager by G. Heileman’s Brewery, it was soon rebranded as Old Style Lager. Surviving the challenges of the Prohibition era, the brand emerged stronger, gaining popularity across states and even securing a long-standing sponsorship with the Chicago Cubs from the 1950’s to 2013.
“We are always excited to welcome businesses to our fair city and now we can proclaim an enthusiastic ‘cheers’ to a ‘comeback kid,'” says Mitch Reynolds, mayor of La Crosse, in a press release. “The homecoming of Old Style is a testament to the timeless appeal of this beloved beer.”
Old Style Beer, with an ABV of 4.6 percent, is celebrated for its classic Pilsner characteristics, including a light color, medium aroma and a nod of bitterness. The return of Old Style to La Crosse not only signifies the revival of a cherished legacy but also reaffirms the enduring bond between the beer and its place of origin.
The Old Style Beer festivities will commence with the World’s Largest Six-Pack Pub Crawl in La Crosse at the end of September, coinciding with the city’s renowned Oktoberfest celebration. In November, a special event will take place at the site of the World’s Largest Six-Pack, a national treasure and impressive beer storage system that is still operational at City Brewery. Another notable highlight will be the exclusive appearance of custom Old Style tap handles, bar signs, pint glasses and flags in La Crosse area bars, adding a distinct Old Style charm to the local atmosphere.
“We are thrilled to finally bring Old Style home,” says Adam Powers, brand manager for Old Style Beer, in a press release. “We’re eager to reconnect with the community that nurtured the origins of Old Style and hope these events will honor the deep history this beer has with the people and culture of La Crosse.”
For more information about Old Style Beer, visit oldstylebeer.com.