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Rainier brews first "draft-style" beer in the northwest.

Draft beers have long been considered a premium brew by consumers, and as of February 24, the first cold-filtered, locally-brewed bottled draft beer became available at on- and off-premise locations throughout the Pacific Northwest.

Rainier Draft and Rainier Draft Light, the first new product to be introduced by Rainier Brewing Co. since the unveiling of Rainier Special Dry in 1988, has been made possible by a $3-million expansion to the brewery's south Seattle plant.

"Brewing Rainier Draft and Rainier Draft Light in our local upgraded facilities not only provides Seattle and Washington state residents with the freshest possible draft beer, but also reaffirms our commitment to the local community," said Jack Hanzlovic, Rainier's vice president of marketing.

Seattle mayor Norm Rice called the positive economic contribution of Rainier welcome news in a time filled with layoffs and cutbacks. "We believe this renewed activity will translate into stability for Rainier's work force."

Hanzlovic explained the new products should compete successfully in the local market, noting that last year's Midwestern test markets showed strong consumer supports for the brands.

"Packaged draft beers have become very popular among young beer drinkers, making it the fastest growing segment of the market," Hanzlovic noted. "We're pleased to be able to give Pacific Northwesterners a premium, locally-brewed draft beer."

The introduction of the draft brands will also usher in a complete packaging overhaul of the Rainier line. Black and gold graphics amid icy mountain imagery will be featured in the new look. A "declaration of quality" will also be found on Draft packages.

"Consumers were intrigued by Rainer's plan to print a declaration of quality and superior taste on the back of the Rainier Draft body label," Hanzlovic explained. "To beer drinkers, this reflected [our] pride and commitment."
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Title Annotation:Rainier Brewing Co.
Publication:Modern Brewery Age
Date:Mar 16, 1992
Previous Article:Boston Beer Co. debuts cream stout.
Next Article:Pabst premieres a malt liquor "draft." (Pabst Brewing Co.)

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