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644:, not by the industry leaders. Stroh and the other giants sought to compete not by changing their flagship beers but buying microbreweries producing various specialty beers. Stroh did both. It purchased the Augsburger brand in 1989 and over the next several years developed and introduced both specialty and seasonal brews under the Augsburger name. In 1994, Stroh launched Red River Valley Select Red Lager, a regional premium specialty beer produced by a division of the company's
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612:. Stroh's began to lose market share and profit margins, leading it to begin laying off employees. After Coors passed Stroh's in size, Peter Stroh agreed to sell the company's operations to Coors, but the deal ultimately fell through. In the aftermath, Stroh sought to address the company's cash flow problems through real estate development of the company's former headquarters and by diversifying into other beverages—such as
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761:. John Stroh III, then company president and chief executive, said of the decision to sell: "Emotionally, it was an extremely difficult one to make, knowing that it would impact our loyal employees, and recognizing that it would mean the end of our family's centuries old brewing tradition that had become, in essence, an important part of our identity." The Stroh family lost over $ 700 million, decimating its fortune.
628:
established brands. Stroh's strategy when seeking to enter the market for a new type of beer was to extend one or more of its existing brands. In the increasingly popular non-alcoholic beer segment, for example, Old
Milwaukee Non-Alcoholic was introduced in 1991, while Stroh's Non Alcoholic debuted in 1993. Old Milwaukee NA quickly became one of the top three selling non-alcoholic brews. In the
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nationally. In 1972, it entered the top 10 for the first time. A year later it hit eighth place. Peter Stroh's willingness to depart from years of tradition introduced Stroh's to new markets, but the changes were hard to swallow for many of Stroh's fans and employees. Stroh broke the company's tradition of family management and recruited managers from companies such as
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684:) to produce, distribute, and market Stroh's and Stroh's Super Strong beers in India, an industry first, as was being sold in cans. Rajasthan Breweries sold Stroh's all over India; the brand is still recognized and remembered in India despite it not having been sold there for several years. The following year, the company reached an agreement with
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An attempt to rejuvenate the core Stroh's brand in the US backfired, causing the steepest decline in
American brewing history. Stock prices fell, and dwindling income had to be diverted to service an increasingly burdensome debt. Stroh's proved unable to withstand the pressures of the larger brewers
525:
had fallen victim to the Miller "low calorie" beer wars and Stroh's absorbed
Schaefer's by purchasing all of its stock. In 1981, the combined breweries ranked seventh in beer sales. In addition, Stroh was able to take advantage of Schaefer's distributors in the northeastern part of the country. The
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category, Stroh launched Old
Milwaukee Ice, Schlitz Ice, Schlitz Ice Light, Bull Ice, and Schaefer Ice, all in 1994. Another hot category in the early and mid-1990s was the packaged "draft" beer; Stroh made its presence felt in this category as well with Stroh's Draft Light, Old Milwaukee Genuine
627:
Stroh then implemented a three-pronged revitalization strategy: developing new products, brewing beer under contract for other brewers, and expanding overseas. The new product area was critical because the explosion in beer brand and types of beer in the 1990s undermined the market share for all
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The 1970s featured several commercials with references to Stroh's being the choice of "real beer lovers". Frequently heard on television commercials was the slogan, "From one beer lover to another, Stroh's." One such commercial featured a ragged man crawling across a desert who happens upon a
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By 1978, Stroh's served 17 states and produced 6.4 million US beer barrels (750,000 m) of beer. By this time, the original
Detroit facility was 128 years old and had a capacity of seven million US beer barrels (820,000 m) annually. As it became difficult to make efficient
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Stroh ended a 40-year relationship with a local advertising agency for a large national agency and began targeting the larger national market. Led by creative director Murray Page, Stroh's came up with the slogan "The One Beer...", and by 1971, Stroh
Brewery had moved from 15th to 13th place
481:, a rival across the street. The company had decided it could no longer compete as a local brewer and was about to move into the national scene. One reason was a costly statewide strike in 1958 that halted Michigan beer production and allowed national brands to gain a foothold. When
919:" on cable television and independent stations. The program featured live events with reporting and analysis. For increased publicity opportunities, Stroh also turned to such sports as hockey—which had been overlooked by Anheuser and Miller—and sponsored broadcasts of
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reached the market value of $ 700 million in 1988. During the takeover, Schlitz fought a fierce battle in the courts trying to remain independent. Schlitz finally accepted the takeover when Stroh raised its offer from an initial $ 16 per share to $ 17, and the U.S.
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Sleeman purchased the Stroh
Brewing Co. portfolio of discount beers in 1999 for $ 39 million. With brands including Old Milwaukee, Pabst Blue Ribbon, the deal helped Sleeman double the company's volumes but in a category with lower margins than premium
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signed a two-year deal with Stroh's on
October 20, 1997, that allowed Lemieux to appear in print ads and in public appearances but allowed him to remain away from television ads. Lemieux's image was also featured on several Stroh's commemorative cans.
927:, an event considered an important boost for Stroh's international name recognition. "High Rollers", a contest for amateur bowlers, was also developed and sponsored by the company. Stroh's most popular non-sports promotion during this period was the "
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On
February 8, 1985, Stroh announced that it would close its 135-year-old brewery on Detroit's east side. Chairman Peter Stroh said that the facility was simply outdated and had no room to expand. The structure was imploded the following year.
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After the company's dissolution in 2000, some Stroh brands were discontinued, while others were purchased by other breweries. The Pabst
Brewing Company acquired the most Stroh/Heileman brands. As of that year it produced Colt .45 malt liquor,
851:" commercials, where Alex would fetch a Stroh's from the refrigerator for its owner. One commercial ended with Alex lapping a liquid after pouring two glasses of Stroh's, with his owner shouting "Alex, you'd better be drinking your water!".
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Upon Julius Stroh's death in 1939, his son Gari Stroh assumed the presidency. Gari's brother John succeeded him in 1950 and became Stroh's chairman in 1967. Gari's son Peter, who had joined the company following his graduation from
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campsite. After asking for a Stroh's and being offered "some nice cold water" instead, the man says, "No thanks, I really had a thirst for a Stroh's." As the man crawls away, a camper muses, "Now there goes a real beer lover."
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acquisition also brought Stroh three new brands: Schaefer and Piels beers, and Schaefer's Cream Ale. The company now had a volume of over 40,000,000 US beer barrels (4,700,000 m) and 400 distributors in 28 states,
816:, a beer derived from an original 1850s Stroh's recipe. The first batch was shipped to area bars, restaurants, and liquor stores on August 22, with special events all across metropolitan Detroit on the 26th.
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The international market provided growth opportunities for Stroh that were very limited in the hyper-competitive U.S. market. In 1986, the company created Stroh International, Inc., initially targeting
413:. The company's name was changed to The Stroh Brewery Company in 1902. In 1905 Strohs purchased the Ruoff Brewery which happened to be next door on Gratiot Avenue.In 1908, Bernhard Stroh's brother
421:, the fire-brewing process uses a direct flame rather than steam to heat beer-filled copper kettles. The company claims that the resulting higher temperatures bring out more of the beer's flavor.
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893:, an event that strengthened Stroh's new national standing considerably. For many years Stroh had received little television exposure because of an agreement between the major networks and
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for about $ 290 million. The purchase brought more than 30 brands to the Stroh family, many recently acquired by Heilman during the intense industry consolidation still underway, including
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Stroh's original beer selling operation consisted of a basement brewing operation and was then sold door-to-door in a wheelbarrow. The new beer (Stroh's) sold door-to-door was a lighter-
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position to become the first non-Stroh family member to hold that position for the company. The following year Stroh finally landed a long-sought-after target when it acquired the
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541:. By spring of that year, Stroh had purchased the entire company, making Stroh's the third largest brewing enterprise in America: it owned seven brewing plants and according to
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299:. The company was taken over and broken up in 2000, but some of its brands continued to be made by the new owners. The Stroh's brand is currently owned and marketed by
854:
1980s commercials for Stroh Light often featured a subject who wins a competition, such as darts or a poker game, with the tagline, "Looks like a Stroh Light night."
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676:. From 1992 through 1995, Stroh's international sales grew each year at rates exceeding 50 percent. In 1994, the company entered into a licensing agreement with
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took over the brewery. After a tour of famous European breweries, he introduced the European fire-brewing method in the Stroh brewery. Common in Europe before
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616:, a fruit-flavored drink with 5 percent alcohol, and Sundance sparkling-water fruit drink. These efforts met with little success, and Stroh's sold its
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Stroh had borrowed heavily to grow, and while it increased its market share, it had not increased its cash flow in an increasingly declining market.
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American Breweries with exhibits at the World's Columbian Exposition of 1893. Stroh Bohemian Lager Beer won the blue ribbon against these competitors
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whereby Sapporo began distributing Stroh's beer nationwide in Japan. By 1995, exports accounted for more than 10 percent of overall Stroh sales.
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Stroh's had taken on a heavy debt burden to finance the Schlitz acquisition, but found itself unable to compete nationally with the likes of
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took charge of the brewery on the death of his father, changing the brewery's name to the B. Stroh Brewing Company. With the introduction of
453:, and ice. Though production of most of these items ceased when Prohibition ended in 1933, a special unit of the brewery continued to make
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which allowed the two top brewers exclusive advertising rights. Stroh fought the agreement and in 1983 was allotted advertising time on
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boxing events, and on other popular U.S. television sports shows. Confronted with nearly prohibitive network costs, the company began "
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Comedian Brian Regan describes being booed out of a hockey arena during a publicity campaign in which he was the campaign manager for
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As of 2009 some Stroh brands, such as Old Milwaukee and Pabst Blue Ribbon, were still brewed in Canada by Sleeman Breweries Ltd.
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In the 1980s, the company also turned to corporate sponsorship to gain needed national publicity. Stroh was a sponsor of the
368:, and named his operation the Lion's Head Brewery. (The lion emblem is still visible in its advertising and product labels.)
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348:. Bernhard Stroh established his brewery in Detroit in 1850 when he was 28 and immediately started producing Bohemian-style
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Another important new product area was specialty beer. Its popularity in the 1990s was led by the emergence of hundreds of
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The end finally came on February 8, 1999, when Stroh announced that the 149-year-old brewer was selling its labels to the
729:, gained Canadian rights to manufacture and distribute a folio of brands which included Stroh's, Old Milwaukee and Pabst.
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A version of Stroh's brewed elsewhere (evidently by Pabst) was set to be reintroducted to the Detroit area in 2022.
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took over the company in 1968, it still had not regained the market share lost in the strike ten years earlier.
1066:"Stroh's, the iconic Detroit beer, goes throwback, back on draft for first time in decades", Detroit Free Press
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781:(under contract with City Brewery, the original Heileman facility in La Crosse, WI), Stroh's, and
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A Stroh's 12 U.S. fl oz (355 mL; 12.5 imp fl oz) bottle in 2009
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shipments to new markets in the East, the company recognized that it required a new brewery. The
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A Stroh's 12 U.S. fl oz (355 mL; 12.5 imp fl oz) can in 2007
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State of Michigan Historical Site marker commemorating the site of Stroh's Brewery of Detroit
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in 1842. In 1865, he purchased additional land and expanded his business and adopted the
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The original Stroh brewery at right, with the Stroh family home in foreground. Circa 1864
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The Stroh family began brewing beer in a family-owned inn during the 18th century in
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1400:"New Detroit-brewed Stroh's 'Perseverance' IPA beer now available only in Michigan"
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brand, the company produced or bought the rights to several other brands including
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On May 4, 2018, Stroh's released its Perseverance IPA, as a Michigan exclusive.
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Sold in 1999; business defuncted and brewing of the original beer ended in 2000
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In 1964, the company made its first move toward expansion when it bought the
344:, Stroh, who had learned the brewing trade from his father, emigrated to the
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baseball team's radio broadcasts, a relationship that began in 1960.
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approved the acquisition once Stroh agreed to sell either Schlitz's
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Locally in Michigan, the company was the longtime sponsor for the
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Stroh's head office (here pictured in 2007) used to be located at
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games on the USA cable network. The company also sponsored the
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Limited reintroduction of Stroh's brand to Detroit area in 2022
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461:, though the distribution facility in Detroit still remains).
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1520:"Oh, Mario: Lemieux Signs Two-Year Deal with Stroh's Brewery"
1494:"Harwell as businessman: "Reliable, believable, trustworthy""
1460:
The Changing Portrayal of Adolescents in the Media Since 1950
652:. Two years later, Red River Honey Brown Ale was introduced.
1310:
Zacharias, Patricia; Baulch, Vivian B. (December 29, 1998).
804:
In August 2016, Pabst partnered with a brewery in Detroit's
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793:. Most other Stroh/Heileman brands disappeared after 2000.
243:
30:
This article is about the brewer. For the spiced rum, see
1129:. Detroit, MI: Wayne State University Press. p. 58.
405:. In 1893 Stroh Bohemian Beer won a blue ribbon at the
352:, which had been developed at the municipal brewery of
303:, except in Canada where the Stroh brands are owned by
295:, Red River, and Signature, as well as manufacturing
537:
In 1982, Stroh bid for 67 percent of the struggling
397:, Stroh was able to ship some of his beer as far as
695:In early 1995, William Henry assumed Peter Stroh's
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71:. Unsourced material may be challenged and removed.
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1236:"How To Blow $ 9 Billion: The Fallen Stroh Family"
847:In the 1980s, Stroh's was known for its humorous "
733:and chose to sell off its labels rather than face
364:lion emblem from Kirn's most famous landmark, the
1207:. pfeifferbeer.com. July 16, 2004. Archived from
1126:Brewed in Detroit: Breweries and Beers Since 1830
1180:Brewed in Detroit: Breweries and Beer Since 1830
1583:Defunct brewery companies of the United States
1381:"Stroh's beer returning to Detroit next month"
1044:List of defunct breweries in the United States
717:In a bid for cash, Stroh Canada, was sold to
8:
1578:Food and drink companies established in 1850
1183:. Wayne State University Press. p. 75.
143:
874:1989 Winston Cup car on pit road at Phoenix
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142:
1456:Jamieson, Patrick; Romer, Daniel (2008).
1085:
1083:
131:Learn how and when to remove this message
1608:Beer brewing companies based in Michigan
1598:Manufacturing companies based in Detroit
1336:. Beer Collections. 2000. Archived from
959:
1359:"Old Milwaukee - Sleeman Breweries Ltd"
1263:"Stroh's beer tapped out in Motor City"
1229:
1227:
1225:
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1573:American companies established in 1850
27:Michigan beer brewery active 1850-2000
1446:. YouTube. Retrieved August 22, 2016.
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7:
1398:Bartkowiak Jr., Dave (May 4, 2018).
1151:"Stroh's ice cream plant will close"
931:" concert series. It also sponsored
523:F. & M. Schaefer Brewing Company
69:adding citations to reliable sources
1422:Readers remember Stroh's in Detroit
513:. He also introduced a light beer,
474:in 1951, became president in 1968.
437:(beer with its alcohol extracted),
943:during the 1988 and 1989 seasons.
633:Draft, and Schlitz Genuine Draft.
25:
1419:Allen, Robert (August 20, 2016).
1361:. Beer Advocate. 6 September 2009
1261:Meyer, Zlati (February 6, 2010).
956:Alcohol content/nutritional value
785:. The Miller Brewing Company got
1603:Companies disestablished in 1999
1234:Dolan, Kerry A. (July 8, 2014).
1090:Hoffman, Andy (March 17, 2009).
725:in 1999. Sleeman, a division of
586:
574:
149:
45:
1379:Allen, Robert (July 26, 2016).
1019:Stroh's Bohemian-Style Pilsner
650:Northern Plains Brewing Company
534:, and other Caribbean islands.
56:needs additional citations for
814:Stroh's Bohemian-Style Pilsner
1:
1464:. Oxford University. p.
1316:Detroit News-Michigan History
1205:"History: The Great Shakeout"
1312:"Detroiters and their beers"
812:to begin brewing batches of
375:, brewed in copper kettles.
173:; 174 years ago
1289:"The Stroh Brewery Company"
701:G. Heileman Brewing Company
1624:
1492:Shea, Bill (May 9, 2010).
917:The Stroh Circle of Sports
336:region of western central
29:
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267:. In addition to its own
148:
1499:Crain's Detroit Business
1480:stroh light ad campaign.
1444:Commercial: Stroh's Beer
1291:. Funding Universe. 1996
969:energy (per 12 fl. oz.)
839:included the following:
680:, Ltd. (located outside
283:, Augsburger, Erlanger,
1177:Blum, Peter H. (1999).
1123:Blum, Peter H. (1999).
539:Schlitz Brewing Company
80:"Stroh Brewery Company"
925:1984 Dallas Grand Prix
921:National Hockey League
899:Miller Brewing Company
875:
759:Miller Brewing Company
750:
566:Turnaround and decline
501:
479:Goebel Brewing Company
395:refrigerated rail cars
383:
340:. In 1849, during the
325:
36:Stroh (disambiguation)
34:. For other uses, see
1588:Pabst Brewing Company
1525:Sports Business Daily
929:Schlitz Rocks America
908:Monday Night Baseball
873:
769:, Schaefer, Schlitz,
755:Pabst Brewing Company
748:
614:White Mountain Cooler
491:
381:
323:
301:Pabst Brewing Company
254:Stroh Brewery Company
233:Pabst Brewing Company
144:Stroh Brewery Company
1425:. Detroit Free Press
1322:on January 21, 2013.
988:4.5% (5% in Canada)
891:Knoxville, Tennessee
808:neighborhood called
787:Mickey's Malt Liquor
705:La Crosse, Wisconsin
507:Procter & Gamble
472:Princeton University
465:Growth and expansion
407:Columbian Exposition
65:improve this article
1159:. February 28, 2007
709:Colt 45 malt liquor
678:Rajasthan Breweries
646:St. Paul, Minnesota
500:and Woodward Avenue
459:Belvidere, Illinois
145:
1593:History of Detroit
1528:. October 20, 1997
1385:Detroit Free Press
1268:Detroit Free Press
1097:The Globe and Mail
1076:Augsburger returns
966:alcohol by volume
941:Winston Cup Series
876:
751:
548:Justice Department
502:
387:Bernhard Stroh Jr.
384:
326:
1475:978-0-19-534295-6
1035:
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887:1982 World's Fair
727:Sapporo Breweries
719:Sleeman Breweries
686:Sapporo Breweries
648:, brewery called
624:Company in 1988.
498:Grand Circus Park
494:Grand Park Centre
455:Stroh's Ice Cream
342:German Revolution
305:Sleeman Breweries
297:Stroh's Ice Cream
265:Detroit, Michigan
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76:Find sources:
70:
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54:This article
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19:
1530:. Retrieved
1523:
1514:
1503:. Retrieved
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1427:. Retrieved
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1363:. Retrieved
1353:
1342:. Retrieved
1338:the original
1328:
1320:the original
1315:
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1293:. Retrieved
1283:
1272:. Retrieved
1266:
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1245:. Retrieved
1239:
1213:. Retrieved
1209:the original
1199:
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1172:
1161:. Retrieved
1154:
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1109:
1102:. Retrieved
1095:
1071:
1002:Stroh Light
945:Hall of Fame
906:
884:
877:
866:Sponsorships
859:Alex the Dog
849:Alex the Dog
834:
821:
818:
813:
810:Brew Detroit
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415:Julius Stroh
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209:Headquarters
127:
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75:
63:Please help
58:verification
55:
18:Stroh's
1104:January 28,
937:Mark Martin
831:Commercials
826:Advertising
741:Acquisition
642:craft beers
558:breweries.
532:Puerto Rico
515:Stroh Light
483:Peter Stroh
443:soft drinks
431:Prohibition
425:Prohibition
419:World War I
1567:Categories
1532:2014-07-28
1505:2011-02-06
1429:August 25,
1365:2014-09-29
1344:2011-02-06
1274:2011-02-06
1247:2021-04-28
1215:2013-09-24
1163:2011-02-06
1050:References
735:bankruptcy
622:Dean Foods
449:products,
439:birch beer
373:lager beer
121:April 2015
91:newspapers
1405:WDIV News
1295:March 14,
1100:. Toronto
911:, on two
779:Old Style
771:Schmidt's
767:Lone Star
618:ice cream
451:ice cream
435:near beer
332:, in the
289:Lone Star
285:Old Style
1038:See also
985:Stroh's
806:Corktown
783:St. Ides
688:Ltd. of
630:ice beer
362:heraldic
277:Schaefer
219:Products
162:Beverage
158:Industry
947:center
939:in the
935:legend
552:Memphis
511:PepsiCo
429:During
411:Chicago
399:Florida
358:Bohemia
350:pilsner
338:Germany
281:Schlitz
269:Stroh's
261:brewery
239:Website
190:Founder
184:Detroit
176: (
168:Founded
105:scholar
1472:
1241:Forbes
1187:
1133:
933:NASCAR
835:Stroh
674:Russia
672:, and
670:Mexico
658:Canada
608:, and
606:Miller
543:Forbes
354:Pilsen
273:Goebel
256:was a
107:
100:
93:
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78:
1022:5.5%
1005:3.5%
974:Carb
963:type
690:Tokyo
682:Delhi
666:Japan
662:India
610:Coors
496:near
229:Owner
112:JSTOR
98:books
32:Stroh
1470:ISBN
1431:2020
1297:2007
1185:ISBN
1131:ISBN
1111:beer
1106:2017
1031:710
1028:170
1014:470
1011:113
997:600
994:143
977:Cal
897:and
789:and
757:and
509:and
447:malt
401:and
393:and
330:Kirn
258:beer
252:The
223:Beer
213:U.S.
198:Fate
178:1850
171:1850
84:news
1466:296
1025:--
991:13
980:kJ
913:NBC
905:'s
903:ABC
889:in
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697:CEO
554:or
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263:in
182:in
67:by
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