USA: Anheuser-Busch is to still remain mysterious about the ‘33

Since the first green bottle of Rolling Rock beer emerged in 1939 from the Latrobe Brewing Co., patrons have contemplated the meaning of the "33" printed on the back. Don't expect an answer from Anheuser-Busch, which bought the Rolling Rock brand last month and plans to move operations to New Jersey, The Pittsburgh Tribune-Review posted June 10.

"Our goal is to keep the bottle and label just the way it is, as much as possible, and to keep the mystery of '33' alive with its loyal fans," said Dave Peacock, a vice president at Anheuser-Busch, in an e-mail to the Pittsburgh Tribune-Review. Peacock's statement gave no indication whether or how the label might be modified to reflect the change in where the beer will be brewed. He was unavailable for further comment.

Patrons have theories about the "33." Some theories - such as the idea that it is a reference to 1933, the year Prohibition ended, or that the beer tastes best at an ice-cold 33 degrees - are plausible. Others - that it refers to the highest level of status obtainable by Freemasons, the 33rd degree, or that it honors Groundhog Day, the 33rd day of the year - are a little less so.

James L. Tito, the brewery's former president and grandson of an original owner, insists the mystery never "officially" will be solved because any documentation is long lost to history. Tito, 68, of Latrobe, says he has the best explanation, based on conversations with now-deceased relatives. "It's the number of words on the label of the bottle," Tito said.

Sure enough, the brewing pledge on the back of the bottle has exactly 33 words: "Rolling Rock, 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 pledge has been modified slightly from the 33-word, 1939 original: "A little nip from the glass lined tanks of Old Latrobe we tender this package as a premium beer, for your delight and economical use. It comes 'from the mountain springs to you.' "

Tito believes the unidentified author of the pledge was either satisfied or frustrated with its length and scribbled 33 on the page to denote the word-count.

The paper was sent to the printer, who thought the 33 was there on purpose and included it on the label. Nobody noticed the mistake until "33" was painted on millions of bottles.

"I don't know anything more," Tito said. "At age 2, I wasn't privy to what was going on with decisions in the brewery."

Jim Mickinak, 61, of Latrobe, who says he has "the biggest collection of Rolling Rock memorabilia in the world," also believes the "33" stems from the brewing pledge.

"I heard from two old-timers -- and these guys are old -- who used to work in the brewery, that the artist who created the label put his union badge number, 33, on the lower right hand corner," Mickinak said. "The printer said, 'That looks stupid' and put it in the middle."

Mickinak has not been able to find proof that a union painter with the number 33 existed near Latrobe in 1939. National and state labor unions could not track one down last week.

Mickinak said another explanation for the number is 33 steps from the brewmaster's office to the brewery floor. "There might have been close to 33 steps to the brewhouse at one time, but there are more now because the brewery has been renovated," he said. The brewery was updated in 2002.

Carrie Vinski, at Stoneridge Stable in Latrobe, said she heard the "33" came from a lucky bet: The owner bet $33 on a horse, number 33, and bought the brewery with the proceeds in 1933.

Rolling Rock Farms in Ligonier - where the race, if it was run anywhere near Latrobe, likely would have happened - doesn't keep records that could verify it, a manager said. And there wasn't just one original owner. Brothers Frank, Joseph, Robert, Ralph and Anthony Tito were partners.

Also unlikely is the theory that the "33" denotes the 33rd degree Freemasons, said Richard Fletcher, executive secretary of the Masonic Service Association of North America.

"It's an honorary degree conferred by the Scottish rite of freemasonry, and it is the highest degree, but it is a trademark symbol," Fletcher said. "So it would be a myth that they would use it on the bottle -- it certainly wouldn't be authorized."

The idea that the number refers to 33 streams that feed the brewery's water source isn't likely. "There are only nine streams that contribute to the Latrobe reservoir," said Helen Humphreys, a spokeswoman with the state Department of Environmental Protection, which regulates drinking water. "The North Fork is the largest, and the rest are unnamed."

A possible answer could be that the beer is brewed at 33 degrees.

"You would do lagering at 33 degrees," said Paul Gatza, director of the Brewers Association in Boulder, Colo. "The process of lagering is a long, cold secondary fermentation, so 33 degrees would be an appropriate temperature."

But if the "33" refers to the temperature at which the beer should be served, that recommendation was made by someone who doesn't know much about beer, Gatza said. "There are certain beer styles that fit more of the 'drink for refreshment' idea, where 33 degrees would be an ideal temperature, but as beer warms, more flavor is exposed," he said. "So it's better to drink it somewhat warmer than that."

Although that might be true, the Latrobe Brewing Co. advertises that the beer should be served "ice-cold at about 33" degrees Fahrenheit. That's not the only way the number has been used in Rolling Rock ads.

A few years ago, a Rolling Rock commercial cleverly incorporated the "33," putting it on a bar patron's shirt, having the daily special cost $3.33 and making the date on a calendar the 33rd. Future use of the "33" in advertising is being discussed, according to Anheuser-Busch.

To Brad Manzolillo, 36, who was enjoying a $1 special of Rolling Rock at Del's Bar in Bloomfield last week with his friend April Dreeke, 27, the best advertisement is the low price. "It's pretty good," Manzolillo said as he drained a bottle, "for a domestic brew."

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