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It is the end of an era when a corporate giant like Anheuser-Busch gobbles up the Rolling Rock brand. Not satisfied with being the largest brewing conglomerate in the United States, they had to buy a brand to add a product to their portfolio that had any class, displacing some 200 plus workers in the process.
I have no delusion of being able to change the inevitable. And I don't question Anheuser-Busch's decision to buy the brand, Rolling Rock has filled a unique niche with it's beer. They positioned themselves between the mass produced mega-beers and the regional micro-brews. Rolling Rock is the small town beer you can get all across the country and has amassed a very loyal following. For those of us who have grown up in Western PA, Rolling Rock is more than a beer. And although Anheuser-Busch may have the "recipe", Rolling Rock with cease to be the brew it currently is once they move it out of Latrobe, at least for me.
And to all the soon to be displaced workers who have given their lives to the brewery, only to be kicked to the curb at the whim of the self-proclaimed "King of Beers", I want to thank you for all your hard work. Never a summer went by without an keg of Rolling Rock in my garage to remind me of my younger days growing up in Latrobe. My keg system brought a sense of community to my housing plan and many close friendship were formed sitting outside my garage with neighbors in the warm summer nights of Nevada enjoying a crisp Rolling Rock.
I personally will not be drinking any New Jersey brewed Rolling Rock. As a matter of fact, I will personally boycott ALL Anheuser-Busch products! If you feel the same way, Sign The Pledge. An ice-cold, Latrobe brewed Horse will be added to the line up for each person who pledges. The sixth person to pledge will get a 6-pack added to the list!
Check out the latest Rolling Rock News from around the world compiled on one single page.
And feel free to add your thoughts to the Blog. Let Anheuser-Busch know how you feel!
Is it too late to save Rolling Rock? Latrobe Brewing Company is a very modern facility. To modern to sit idle for long. The beer that once filled the glass lined tanks there may be on it's way out, but I don't think the brewery will be closed long. Someone will come along and start production of another brew there. And that would be good news for the workers and for Latrobe.
According to some of the news reports this week, a possible "mystery" buyer for the brewery has been found! No names have been released, and so far nothing concrete has been announced. Never the less, the hope of saving 250 jobs is great news for Latrobe!
It was also reported in the Latrobe Bulletin this past week that Anheuser-Busch, along with the Rolling Rock brand, also purchased the Latrobe Brewing Company name. I feel that may be as big of a loss as the Rolling Rock name. I became aware of this when I was looking up domain names, the domain was updated May 24th to reflect the new owners. Most importantly, we need to consider the 250 jobs at stake here. But in addition, we had brand recognition with the Latrobe Brewing Company name. Personally, I would have like to seen Latrobe Brewing Company (the name and the brewery) locally owned again. I think a good entrepreneur could have created another great product built on the good name of Latrobe.
In the blog section of scherbracing.com, Steve writes "There is a rumor in the beer business today that the brewery has been sold and it will be announced this week." That is great news for the brewery workers!
According to a posting to the blog at RealBeer.com, a group of Latrobe natives are filming a documentary about Rolling Rock and Latrobe.
A group of Latrobe natives who are now in the television and film business are behind a documentary that is aimed at telling the story of Rolling Rock and Latrobe... its history here... the impact it has had on our lives... the economic and emotional turmoil that its moving will cause... and the fight to keep it in Latrobe where it belongs.
They request you send your stories or suggestions to: email@example.com.