They lost me at “innovation”. Pabst Brewing Company thinks they get craft cred by re-establishing a brewery where it used to be in Milwaukee, Wisconsin.
Now that the site has been revitalized with office buildings, apartments and a hotel, they feel they can put in a small brewery and tasting room capable of producing around 2,000 barrels a year.
Now I do like that Pabst may re-introduce pre-prohibition brands like Old Tankard Ale and Andecker, plus the emphasis on “inspired by recipes from the Pabst archives,” is admirable. But I am having a hard time reconciling that idea with what they currently do which is PBR, Schlitz and Old Milwaukee. None of which are lighting up the world with “innovation”. Add in that these are the same folks who just bought into “Not Your Father’s Root Beer” and things get sketchier still.
Maybe I will be proven wrong but count me in the pessimistic camp on this new brewery.