USA: City Brewery unveils new Oktoberfest USA Amber Ale
The City Brewery unveiled August 17 its new Oktoberfest USA Amber Ale craft beer, which will be available on tap and in cans in the next several days at area stores, bars and restaurants, La Crosse Tribune posted August 18.
It also will be available at the 46th annual Oktoberfest celebration, which will be September 29 through October 07.
At a press conference at the brewery, company and local Oktoberfest officials described the new brew as a partnership of the two organizations. The Oktoberfest USA name is trademarked.
Oktoberfest officials decided several months ago to have only City Brewery and Pearl Street Brewery products at the 2006 festival. Oktoberfest will be a “wonderful opportunity to showcase the beers of the local breweries,” Oktoberfest board of directors President Victor Hancock said August 17.
The local Oktoberfest celebration was started by the brewery, then known as G. Heileman Brewing Co., and by the chamber of commerce when the local economy was in a downturn, 2005 Festmaster Pete Stinson said.
If the new product sells well, it could eventually be available year-round, said Jon Reynolds, City Brewing Co. director of marketing and sales.
The brewery also will deliver its seasonal City Festbier to stores, bars and restaurants about a week after its new amber ale arrives, Reynolds said.
In June, the brewery unveiled its new Golden Leaf Unfiltered Wheat beer as part of La Crosse’s sesquicentennial celebration.
“It’s gone very well,” Reynolds said of sales of the wheat beer. Brewery officials will decide whether to produce it beyond this year’s sesquicentennial celebration.
Brewmaster Randy Hughes described Oktoberfest USA Amber Ale as a medium-body ale with a rich, malty character. The can label was designed by Mary Schill of Forte Design.
Reynolds said craft beers are the fastest-growing segment of the beer industry, and that amber beers represent more than 23 percent of total craft beer sales.
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