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Stroh's launches Detroit Lager

08/05/2019, 10:00am EDT
By Detroit City FC

The Stroh Brewery Co. first returned to brewing in Detroit in 2016 with its Bohemian Pilsner release and now, Stroh’s is complimenting its portfolio with a new premium offering, Detroit Lager, made locally and in partnership with Brew Detroit. 

Founded in 1850, Stroh’s has become synonymous with the city of Detroit and a favorite among those who call Detroit home. “The brand is a part of Detroit’s history, so it’s important that we uphold the values of the city and continue to make a positive contribution to the community here. Working with local people and businesses to create Detroit Lager, has been a a true collaboration that symbolizes our desire play a meaningful role in Detroit’s future.” says Rachel Keeton, Associate Brand Manager for Stroh’s. 

“The idea to create Detroit Lager posed a really fun challenge for our team to create a beer that embodies both the history and the future of Stroh’s, on its home turf.  It had to be authentic, progressive, and fresh, much like the City of Detroit.” says John Kimes, Director of Brewing for Pabst.

Stroh’s tapped Detroit-based designer, Jesse Kassel to reimagine what this brand could look like, creating a visual identity for Detroit Lager and updating Bohemian PIlsner. “I was really excited for the chance to do more packaging design work, especially for such an iconic Detroit brand that has been a go-to for me for years. The design feels truly representative of the brand and city of Detroit.” said Kassel of the project.

The new design is a clean and simple approach for the brand, and leans into bold, classic colorways; Oxblood and Gold for Detroit Lager, and British Racing Green and Gold for Bohemian Pilsner. Eagle-eyed Detroiters may recognize this new brew and design from the front of Detroit City FC’s 2019 Kits where it’s been teased out this summer. "It was an honor for our club to partner with Stroh's as they launch this new addition."  Says DCFC co-owner Sean Mann. "We strive to create an authentically Detroit sporting experience, and I'm not sure if there is anything more authentically Detroit, than having Stroh's on the front of our jerseys."

Stroh’s is working in collaboration with Brew Detroit to bring this beer to life. Brew Detroit Brewmaster Joe Thorner, who got his start brewing in the original Stroh Brewhouse on Gratiot Avenue in the 1970’s, says “Detroit Lager is made in the spirit of beers from that time, but with a modern twist.” 

To pay homage to Stroh’s roots, the Detroit Lager recipe calls for traditional corn grits, which give the beer a piercingly crisp finish. The blend of caramel malts lend themselves to a soft golden hue, and a subtle sweetness that compliments the hop bill, resulting in a refreshingly balanced, super premium brew with an ABV of 4.6%.

Stroh’s Detroit Lager will be available in cans and bottles at select bars and retailers throughout Michigan beginning Aug. 12th. 

To get an early taste of Detroit Lager, head out to Tuesday night’s Detroit City FC match against Windsor TFC, where it will be exclusively available. For more information about the match, or to purchase tickets online, visit: http://bit.ly/2Z97lAI

About Detroit City FC: Detroit City FC is a grassroots football club representing the city in a positive light, and building community through the beautiful game. A member of the National Premier Soccer League since 2012, Detroit City has established itself as one of the most talked about soccer teams in North America. Learn more about the club at detcityfc.com.

About Stroh’s: In 1850, an entrepreneur named Bernhard Stroh, who came to Detroit from Germany, started brewing beer from his old family recipe. His new take on that old Bohemian-style Pilsner was a light and refreshing lager brewed in copper kettles down in his basement. This crafty 28-year-old upstart would cart his beer around in a wheelbarrow, selling it door-to-door, bringing it to all the hard working people building up a great city. That’s how Stroh’s started. 169 years later, Stroh’s is still here in Detroit making something for the creators, makers, doers and dreamers who shape this city. This country. Helping to build something that’s bigger than just a beer, but always offering a cold one at the end of each day. In 2016, Stroh's released its first new brew in decades, bringing back a treasured archival recipe for Stroh's Bohemian Style Pilsner. Stroh's is owned by Pabst Brewing Company, America's largest independent brewer.

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