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Frankenmuth brews Extra Light beer.

Frankenmuth brews Extra Light beer

For the first time in its history, Frankenmuth Brewery has introduced an American-style Extra Light beer.

With only 97 calories, the new product is one of the lightest beers on the market, according to the brewery's chief operating officer, Fred Schumacher. Nonetheless, in keeping with Frankenmuth tradition "it has a finely developed flavor."

"Consumers have been asking about making a light beer ever since we first opened in 1987," Schumacher reported. "After many test brews and lots of research, our brewmaster, Fred Scheer, has come up with a beer that is truly in the award-winning tradition of Frankenmuth Brewery."

Schumacher added that not only is the product new, but its packaging has a new look as well. The bottle is a green longneck with label graphics that sport a new corporate identity logo.

"We wanted to provide the consumer with new attractive packaging that appeals more directly to our target consumer," said Randall Heine, Frankenmuth's president and new owner. "We are excited about this new development. Much work has gone into the beer, the graphics and the packaging. We trust our consumers will like it as much as we do."

Frankenmuth Extra Light is expected in all major Michigan markets by the end of May, according to Heine.

PHOTO : FRANKENMUTH EXTRA LIGHT is the newest product to be brewed by Fred Scheer at the Frankenmuth Brewery, Inc.
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Title Annotation:Frankenmuth Brewery Inc.
Publication:Modern Brewery Age
Date:Jun 3, 1991
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