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G. Heileman Co. will launch own "draft" brands.

Last week, the G. Heileman Brewing Co., of LaCrosse, WI, announced the introduction of two new brands - Old Style Classic Draft and Draft Light. According to a Heileman spokesperson, "each brand's superior taste is due to cold-filtering and G. Heileman's specially-trademarked |cool-brewing' process."

The special brewing method comprises a "sensitive maturation process," the spokesperson continued, that originated from the German lagering technique called "Kaltlager-strufe."

After the completion of this phase, the "cool-filtered" beer is then stored in non-insulated tanks and kept in cold cellars, resulting in "a crisp, refreshing, superior draft beer."

The addition of Classic Draft and Draft Light rounds out the Old Style family of beers in the Midwest. "In our extensive consumer research interviewing 3,000 young adult drinkers ages 21-30, Old Style Classic Draft and Draft Light were preferred over the competition," reported Garrett Plepel, G. Heileman's marketing director.

The brands, Plepel continued, will be available in clear, 12-oz. bottles at selected Chicago bars and restaurants from July through mid-August.

The brands' rollout will be supported by an outdoor teaser campaign throughout the Chicago area, which was developed by Della Femina McNamee.
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Title Annotation:G. Heileman Brewing Company Inc. introduces Old Style Classic Draft and Draft Light
Publication:Modern Brewery Age
Date:Jul 22, 1991
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