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Old Style Goes Back to the Future

By Chuck Sudo in Food on Jan 14, 2009 8:15PM


Pabst, reacting to the success of "Schlitz Original recipe" and the continuing solid sales of PBR, announced that Old Style is returning to its original kräusening recipe to compete with "premium" brands. That is, if you consider Bud, Miller and Coors to be "premium."

Kräusening is not just a marketing term. It's a traditional process by which freshly fermenting wort is added to ber at the time of bottling. This helps overcome yeast going dormant during lagering and giving the beer a smoother flavor.

The new (old?) cans and bottles will be showing up on shelves by the end of the month, no doubt vying with LaCrosse Lager for your cheap premium beer dollar. Pabst also plans on hosting pub crawls in upcoming weeks to promote the re-launch. A pub crawl with Old Style: that's someone's vision of Hell.