A Connecticut beverage marketer has teamed up with the Lion Brewery in Wilkes-Barre to revive a beer brand, bringing Rheingold to the shelves for the first time in 35 years.
Drinks Americas hopes to give people a taste of the past by distributing Rheingold in the eastern U.S., capitalizing on the coolness of retro products.
Rheingold has a special connection with its customers, said Drinks Americas President J. Patrick Kenny. "I've had grown men sing me the song in the streets, in beer stores," Kenny said. "I saw how special this brand is to people."
Rheingold is brewed and canned at the Lion Brewery to Drinks Americas' specifications. The original Rheingold was brewed from 1868 to 1976.
The brand was launched in New York, Connecticut and New Jersey in August and is now working its way through Pennsylvania and Ohio. Right now it is in cans, but plans are to expand to bottles and kegs.
