This use of marketing and distribution had greatly increased the popularity of the lager as it soon became a national product Stumpo. Rolling Rock has been producing and distributing the same beer since The brand takes pride on continuously using the same formula to craft their premium, extra pale, American lager. Lager soon became very popular as more and more German immigrants began opening breweries within America. There are several styles of lager, although the type used by Rolling Rock is known as American lager.
American lager, a pale, crisp lager with an appearance of yellow to gold originated in Europe and then was introduced to America through immigration. Due to this lager being produced and stored in colder climates, brewers would once use the technique of brewing in caves during colder months Anchor Brewing Blog, Lager today is now one of the most consumed beer styles across the world as it differs greatly from other beer styles with its unique fermentation process ad light appearance.
Benbow, M. German immigrants in the United States Brewing Industry. Immigrant Entrepreneurship. Beer Et Seq. How prohibition changed beer. The Mob Museum. Now that the glass-lined tanks are reserved for aluminum alone, bottles of this beer seem even less impressive.
It is purely a disappointment to see what big beer did to what was once a decent small-town beer. As of , most experts who watch the beer industry do not predict a long future for Rolling Rock. The basic information about this beer includes:. Actively scan device characteristics for identification. Use precise geolocation data.
Select personalised content. Create a personalised content profile. Measure ad performance. Select basic ads. Create a personalised ads profile. Select personalised ads. Apply market research to generate audience insights. Measure content performance. Develop and improve products. The family bet that the Roosevelt Administration would repeal the 18th Amendment, and the gamble paid off.
Its name was reportedly adopted as a tribute to the smooth pebbled streams from which the beer was made. And since the very beginning, there has been speculation about what it means. Is it some kind of secret code?
Is it a simple mistake? Nobody knows. Call them conspiracy theorists, if you will. Then, in , he took his earnings and founded the Latrobe Brewery. Each of the brothers who founded the brewery loved and owned racehorses. They flipped a coin to see whose horse would be featured on the bottle. In fact, the most common tactic employed was having Rolling Rock representatives simply buy rounds for the boys at local pubs and taverns.
Yet, they constantly reinvested the profits back into the facility, expanding its production and capacity. Perhaps this is what gave Rolling Rock its homey feel or caused it to be embraced by mill and steel workers who shared pints after long days on the job. Rolling Rock became a Western Pennsylvania icon rather than a beer; its brand equity enviable and its drinkers' loyalty unshakable. Rolling Rock was as unmistakably Latrobe as the Steelers were unmistakably Pittsburgh in the s.
Unfortunately, the s weren't as kind to the beer as they were to then four-time Super Bowl Champions. Rolling Rock's production peaked in at , barrels on the 35th anniversary of the beer's birth. The lack of focus in marketing by the Tito's was eventually overcome by the mass marketing giants of the industry and new marketing and packaging techniques which they embraced.
While it never was a truly national brand, much of the demand outside of southwestern Pennsylvania had shifted towards trendier beers, and sales fell accordingly. By , the Tito family sold the business as production had dropped to about , barrels and two labor strikes had caused turmoil in the company. Perhaps a testament to the mindset of the Western Pennsylvanian, Latrobe Brewery again was not to fail.
In , a buyout firm named the Sundor Group purchased the brewery and began to inject a much needed marketing budget into the dying brewery, hoping to sell it off for quick profit. However, Sundor Group had spread itself too thin financially and was forced to boost marketing efforts at the expense of capital expenditures. Awareness and accessibility increased, but quality suffered.
The relationship lasted only until when Labatt U. John Chappell, a brand manager from Labatt decided that the distinctive packaging and painted green glass bottles were Rolling Rock's strongest asset.
Labatt launched a campaign emphasizing their uniqueness as well as the slogan that was painted on every bottle. Labatt's expertise in marketing and distribution revitalized Rolling Rock and brought its popularity to a national scale. The next fifteen years saw double digit growth, creation of the Rolling Rock Town Fair, a huge outdoor concert event that grew so quickly it was moved to Pittsburgh, and was the pinnacle of Rolling Rock's life in Latrobe.
Unfortunately, time had run out for Latrobe's marriage to Rolling Rock.
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