A Toast to Tradition: Old Style Beer Returns to Its Roots

As the leaves start to change and the air becomes crisp, there’s a sense of nostalgia that settles in. And with the news of Old Style beer returning to its original La Crosse brewing facility, that feeling of nostalgia is only enhanced.

Old Style, a beloved Midwestern favorite first brewed in La Crosse in 1902, will once again call this charming city home starting in November. This exciting announcement came as part of a long-term deal between City Brewing Co. and Pabst Brewing Co. It was in 2019 that Pabst announced its decision to move most of its production to City Brewing, a move that was met with much anticipation.

John Kimes, the SVP of Brewing Operations for Pabst Brewing Co., expressed his enthusiasm for the return of Old Style beer to its roots. “Old Style will be brewed at the City Brewery facility, and we will embrace modern techniques while preserving the traditional craftsmanship that has defined Old Style for generations,” he stated in a press release.

To commemorate this momentous occasion, the La Crosse brewery has planned a series of Old Style-themed events leading up to the November launch. One such event is a downtown pub crawl in September, where local bars will showcase Old Style memorabilia and merchandise. Custom Old Style tap handles and bar signs will also be featured, adding a touch of vintage charm to these establishments.

The significance of Old Style in La Crosse’s history cannot be overstated. Countless brand signs hang on the sides of bars, and antique stores proudly display themed merchandise that pays homage to this iconic beer. Old Style, often referred to as “Chicago’s Beer” due to its popularity in the Windy City, was born in La Crosse at Heileman Brewing, a brewery that operated for over 130 years and was once among the top 10 brewers in the nation.

For nearly a century, Old Style was brewed in La Crosse by Heileman, excluding the years of prohibition. However, when Stroh’s bought Heileman in 1994, the future of Old Style became uncertain. Stroh’s later dissolved, and Pabst Brewing Co. and Miller Brewing Co. emerged as successors. It was Pabst that acquired the intellectual and brand rights to Old Style, continuing to brew the beer in its Milwaukee facilities until now.

The return of Old Style to La Crosse is more than just a move; it’s a homecoming. The city, with its deep-rooted connection to the beer, is buzzing with excitement. As new details about the launch and events emerge, the anticipation only grows.

So, raise a glass and join in the celebration. Let’s toast to tradition, to the revival of a Midwestern favorite, and to Old Style making its triumphant return to where it all began. Cheers!