Old School Brews Now Taste Cool

Following Pabst new found popularity, older beer brands like Yeungling are trying to take advantage of the trend for US hipsters to drink the brews our grandfathers drank, the Houston Chronicle reports:

Just as young consumers might wear ’70s-look sneakers, sip ’50s cocktails or download ’80s hair band tunes, many are bellying up to the bar for the beers Grandpa drank — maybe a Rheingold, a Leinenkugel’s, or a Utica Club.

"You can pay a couple of bucks and you can hold a can in the air and it’s a badge, ‘I’m retro and I’m cool and I’m chic,’ " a beer marketing consultant told the HC.

Meanwhile, the Times reports that Newcastle Brown Ale is to be relaunched in Britain on draught later
this year in a £2m campaign aimed at younger drinkers. The beer, which
has been sold chilled on draught in America for a number of years, has
been seen as an “old man’s drink” in the UK – generally sold
warm in traditional pint bottles.

The ad slogan will be “full-flavored yet easy to drink — the best of both worlds”, but PSFK wonders if Newcastle Brown Ale just need to hang around a little longer and catch the ‘retro beer’ wave.

Houston Chronicle Article
The Times Article