Anheuser-Busch has already begun brewing the iconic Rolling Rock beer in its New Jersey brewery and will start shipping its version of the beer in August.
“We are going to retain as much of the history and tradition and heritage of this brand,” said Andy Goeler, vice president of Anheuser-Busch’s import, craft and specialty group.
The company also plans to expand to other brewing locations in the United States, Goeler said.
“There will be virtually no change to the brand at all,” he said. “The whole mission here is to keep all the things we love about the brand and keep things that were very important to us when we went out to purchase the brand.”
The label will retain the enigmatic number “33” at the end of its quality pledge. But the words “St. Louis, Missouri” will be added to the pledge, which will now be preceded by the phrase: “To honor the tradition of this great brand, we quote from the original pledge.”
And while the beer will now be made in New Jersey, the labels will still say: “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.”
The water will no longer come from mountain springs, but from the Wanaque Reservoir near Newark, N.J., Goeler said.
While this bit of inaccuracy will rankle those still angry that Rolling Rock is not longer made in Latrobe, and those who just plain don’t like Anhueser-Busch, but Goebel doubts it will affect sales. He said said the taste, packaging “and what the brand reflects” were more important than where it was brewed.