Detroit-brewed Stroh’s hits shelves Monday
After a 31-year hiatus, Detroit-brewed Stroh’s beer is available in Michigan.
The Stroh’s Bohemian-style pilsner will be shipped out to bars, restaurants and stores around the state this week, Stroh’s said Monday. Some locations might have the beer already, but it should be more available as shipments get to their destinations throughout the week, a Stroh’s representative said.
To celebrate the beer’s release, bars and restaurants will hold official toasts for the beer at 4 p.m. Friday. Specific locations have yet to be announced.
In the meantime, Stroh’s Brewery Co. is inviting bohemians to snap a picture celebrating the release of the bottled beer Monday for a chance to win a C-Type single-speed bike from Detroit Bikes. To qualify, Stroh’s fans 21 years old and older have to follow Stroh’s at @Strohs_Beer on Twitter and post a photo of the brew to Instagram or Twitter using the hashtag #strohsboho.
Other prizes include beer tours, Stroh’s art, jewelry, kayak tours and Stroh’s merchandise. The contest is open until Sept. 6.
The pilsner marks the first time since 1985 that Stroh’s beer is both brewed and sold in the Mitten State.
Pabst Brewing Co., which bought the Stroh’s Brewery Co. in 1999, announced this summer that Stroh’s Bohemian-style pilsner will be made at Brew Detroit, a 68,000-square-foot brewing facility in Corktown. Stroh’s started brewing in Detroit in 1850.
Eric Phillips, Stroh’s brand manager, said the beer should appeal to a broad range of beer drinkers. It has a hoppier flavor profile than the Stroh’s Lager that’s regained popularity lately.
Craft beer aficionados and bargain six-pack drinkers both should find something they like in the beer.
Stroh’s Bohemian-style pilsner isn’t going to taste like Detroit’s beloved bygone fire-brewed beer. The pilsner recipe mimics a Stroh’s recipe from the late 1800s.
Stroh’s Lager has 14 IBUs (International Bittering Units), making it a smoother beer void of the bite found in IPAs, for example, Pabst brewmaster Greg Deuhs said. The new pilsner has 33 IBUs, so it’ll have a more bitter, spicier flavor profile. The beer also carries a maltiness from the hops and Vienna malt used in the recipe.
“The beer has a true classic style,” Deuhs said. “It’s a very flavorful beer a lot of people will like.”
In taste tests, Phillips said the craft Stroh’s received positive feedback. To his surprise, dark beer drinkers liked the brew as much as those who favor light lagers. The beer bridges a gap between new high-end specialty brews and the historic labels many hold dear, he said. Pabst is marketing it as a craft beer, selling a six pack for $7.99.