Skip to comments.Anheuser-Busch buys Rolling Rock
Posted on 05/19/2006 8:12:55 AM PDT by evets
Anheuser-Busch Cos., which brews Budweiser and Bud Light, said Friday it bought the Rolling Rock beer brand from InBev USA, the U.S. subsidiary of Belgian-Brazilian brewer InBev SA, for $82 million.
Under the agreement announced by the two companies, Anheuser-Busch will use the brand to expand its portfolio of products and begin brewing Rolling Rock and Rock Green Light in August.
Meanwhile, InBev said it will sell its brewery in Latrobe, Pa., to focus its U.S. business on imported beers and is currently in discussion with potential buyers.
(Excerpt) Read more at msnbc.msn.com ...
It's all Busch's fault!
If the quality is still good, great. If not then I will drink a different beer.
Please don't screw with the brew.
I occasionally buy Rolling Rock when I want a decent cheap beer. So, another brand bites the dust under the gigantic treads of Anheuser-Busch.
Well, there's still plenty of microbrews here in Vermont.
What AB wants, AB gets.
IMHO,Rolling Rock = a headache in every bottle.
"If the quality is still good, great. If not then I will drink a different beer."
Yeah, I doubt anything taste-wise will change. If it does, go Shiner Bock. :)
Bad, bad, bad, bad, bad news - and on a Friday no less!!!!
First Miller ruins Leinenkugels, and now this!!
Triple rat farts!
Just stay away from the elixir of the gods - Huber Bock!
Rolling Busch Beer...
The end of an era! This AIN'T gonna play well with the locals, nosireee, not at ALL.
Now, just let me go cry in my beer.
"33"s to all, and to all a good "33"!
It gives me a headache too, what causes that?
WHAT'S GOOD FOR A-B IS GOOD FOR THE NATION.......
Doesn't $82M appear kinda' low for an established brand? Is RR carrying a lot of debt? Any of you guys do rough valuations?
Crud, I'm sorry to hear this. I'm glad I visited the Latrobe brewery just a few weeks ago.
What is Bud's market share again? May taste like water, but apparently Americans like the stuff.
Just another example of the dark side of capitalism, 'it you can't beat 'em, buy 'em!'
Budweiser so sucks...German for 'cold soapy backwash'!
I'd rather stick pins in my eyes, jab rusty nails in my arse and rub my face in broken glass than drink Bud - and drink ZIMA too!!!
Life can be so unfair sometimes....
Trivia question - what does the '33' on the back of each Rolling Rock bottle stand for? (I'm one of the few people on earth who figured it out myself.)
I practically grew up drinking Rolling Rock. The brewery is one of the major employers in the Latrobe, PA area. (aka Arnold Palmer/Mr. Rogers country) This will be a huge blow to the local economy. The secret to Rolling Rock beer is that they use spring water from the Laurel Highlands. It just won't be the same if they make it somewhere else:-(
As long as they keep their grubby hands off of Yuengling...
I'm sorry to hear this too.
Rolling Rock is my favorite "table beer". A good beer, but not so good you feel bad not savoring it. Yet not so bad that it falls in the Busch/Coors/PBR category. Great beer to knock back on a hot summer day while working in the yard.
I hope it doesn't change, but I'm not optimistic.
Coors products give me a headache, but no other brand. I asked my family doctor about that and he said I may be having an allergic reaction to the specific type of hops they use.
Bud Light gives me a headache before I finish the can/bottle.
It's sort of like the difference between "cheese" and "cheese food".
Besides, I don't know why anyone would drink Bud or RR if they have access to:
I drink over ten different beers, just depends on mood. Shiner is always chilled in the fridge.
Just as long as they keep their hands off of my Shiner Bock.
I've never liked the stuff myself. Everyone knows it's a plot by the Masons to keep down the beer drinkers of the world.
That's funny that you mentioned Leinenkugel's.
Back in the early 80's (when I was in high school), we used to drive across the border into Wisconsin to buy beer. More often that not, we'd buy Leinie's.
The beer was either the most hideous tasting swill you'd ever drank - or it was the most heavenly-tasting beer you'd ever drank. There was no uniformity of taste whatsoever.
When Miller bought them, they evened out the taste to a pretty uniform. I guess that's no surprise when a big company buys out a smaller one.
Did you ever experience the ups and down of Lienie's like I did?
You've nailed it! Nothing more to be said!
Meanwhile, InBev said it will sell its brewery in Latrobe, Pa
The history of the brewery and area alone, may spur some local buyer to keep the brew flowing there.
Albeit, most likely under another bottle/name/brew, but I digress.
Budweiser is sponsoring the World Cup in Germany, and only Bud products will be sold in the stadiums. The Germans are setting-up beer tents just outside the boundaries and urging folks to drink wine while at the matches.
Yup. Decent brew, no bad, pretty consistent.
Way better than that bear whiz AB usually sells.
Say it ain't so!
That was the first beer I ever drank.
One of my dad's fishing buddies used to drink that when we went surf fishing for flounder on Pea Island in NC during the seventies and eighties.
I can still hear Tom saying to his daughter: "Lessie, fetch me a Rolling Rock!"
Not to mention, Rolling Rock Lite is by FAR the best of the "Ultra Lite" beers. And belive me, I've tried them all!
The other part of the secret is rice from Arkansas.
The official explanation for the number, which is not entirely coterminous with the REAL explanation, is that 33 signifies two things: the year Prohibition was repealed (1933), and the number of words in the legend printed above the number on cans and returnable bottles. I quote:
"Rolling Rock from glass lined tanks in the Laurel Highlands. We tender this premium beer for your enjoyment as a tribute to your good taste. It comes from the mountain springs to you."
Now, this is a touching sentiment, and there is no question it has 33 words in it. But from the standpoint of intellectual satisfaction, it sucks.
Therefore, I hunted up James L. Tito, who at one time was chief executive officer of Latrobe Brewing, the maker of Rolling Rock beer.
Mr. Tito's family owned Latrobe from the end of Prohibition until the company was sold to an outfit in Connecticut in 1985. After some prompting, he told me the sordid truth.
Based on some old notes and discussions with family members now dead, Mr. Tito believes that putting the 33 on the label was nothing more or less than a horrible accident. It happened like this:
When the Titos decided to introduce the Rolling Rock brand around 1939, they couldn't agree on a slogan for the back of the bottle. Some favored a long one, some a short one. At length somebody came up with the 33-word beauty quoted above, and to indicate its modest length, scribbled a big "33" on it.
More argument ensued, until finally somebody said, dadgummit, boys, let's just use this one and be done with it, and sent the 33-word version off to the bottle maker.
Unfortunately, no one realized that the big 33 wasn't supposed to be part of the design until 50 jillion returnable bottles had been made up with the errant label painted permanently on their backsides. (I suppose this bespeaks a certain inattentiveness on the part of the Tito family, but I am telling you this story just as it was told to me.)
This being the Depression and all, the Titos were in no position to throw out a lot of perfectly good bottles. So they decided to make the best of things by concocting a yarn about how the 33 stood for the year Prohibition was repealed.
In retrospect, this was a stroke of marketing genius. Next to cereal boxes, beer labels are probably the most thoroughly scrutinized artifacts in all of civilization, owing to the propensity of beer drinkers to stare morosely at them at three o'clock in the morning.
The Rolling Rock "33" has baffled beer lovers for generations, and accordingly has become the stuff of barroom legend. I have letters claiming that the number has something to do with a satanic ritual, that it was the age of Christ when he died, even that it signifies the number of glass-lined tanks in the Latrobe plant.
Tres bizarre, but if M. Tito is to be believed, not quite as bizarre as the truth.
Went to college in WI - Leinie's was probably part of the decision making process, now that I think of it.
I may have had a warm Leinie, but never a bad one!
Grab yourself some Huber Bock quick, before Miller or AB ruin it too!
Despite its cult-like following, Rolling-Rock is a mediocre beer at best, certainly better than anything from the beer hacks at AB and MBC, but quite a few notches below Shiner Boch. I only wish we could get Shiner Boch here in the Northeast.
It is a great ultra lite beer, but also try Miclobe Ultra amber. It has taste as well.
So much for good, cheap beer.
33 stands for 33 words on the back of the bottle!
Nothing better than walking into my local watering hole and responding to the waitress; 'Rock Me!'
I'm still so bummed....sigh...
'El Presidente' is good stuff too, when you're visiting the FL Keys...
It may very well be a mason plot. Last night the dish carried a special on the freemasons. It turns out one of their key guys wore an apron-like thingie with "33" written on it. I immediately thought of the bottle of RR.
Every beer has its place. Bud is good for making beer can chicken, or mowing the yard. Personally, I like RR and RR Lite. And I really like Yueng. Great value.