jswordy
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The rise in popularity of Rolling Rock continues to astound me. I grew up in a 'burb east of Pittsburgh and not all that far from Latrobe (Arnie Palmer's digs). In the 1950's and 1960's, Rolling Rock was known in the Pittsburgh area as "skunk-beer." It was wildly unpopular. My father owned a beer distributorship and, while we would order truck loads of Iron City, Duquesne, Budweiser, etc. on a weekly basis, our Rolling Rock order would come in on two or three dollies, maybe 25 cases a week.
Later, after I had moved away from Pittsburgh, I saw it in Rochester, New York and I thought, "What in the world is that doing here?" Later is saw it in Florida and I came to realize the power of Madison Avenue. They have had the green bottle for as long as I can remember and at one time it was only offered in the 7 ounce bottle, 24 per case. I note that it is now longer "Brewed from mountain spring water" as was their old claim to fame. For a time, it was brewed in a brewery that also has produced Sam Adams, Heilemann's, Iron City, Old German and perhaps a number of others. I imagine the beer was "brewed from pure Allegheny River water," famous for its "Allegheny White Fish!"
I am almost, but not quite, tempted to try some to see if it really has changed.
As someone who has been drinking Rolling Rock for decades, since way before AB Inbev bought it out, I can tell you that YES, it has changed. There remains just a hint of the flavor that once was back when RR was a $6.95 a sixer beer (that would be a $12.95 sixer at today's prices) and was exclusively produced in Latrobe. Now, it is made by AB Inbev and is $9.99 or $10.99 a 12-pack where I live.
Today, RR is produced at whatever AB Inbev plant has capacity and the correct yeast on hand – yet RR is still produced using the original yeast strain that's specific to it and cannot be found elsewhere. AB Inbev has just cheapened the grain bill and process. There is no more production in glass-lined tanks, and I believe that as a result of all that change, the beer is probably less popular now than it was when it was a privately owned brand. It has 4.95% ABV, which I like because I can enjoy it longer without getting smashed. But that low ABV is a turn-off for a lot of young drinkers, who drink to get smashed.
As far as the flavor, I never gave a rat's ass what anybody else ever thought – or thinks – about what I drink, what I like, where I live, or how I live. And I never will. If it makes me happy, that is all that counts. I am not a snob in any way, shape or form – let alone being snobbish about something like drinking the piss of yeast in whatever form – nor do I seek to social climb or achieve the approval of others. I have a very happy life this way, freed from many social anxieties, pressures and concerns.