E-Malt.com News article: USA, IL: Berghoff Brewing to update its beer line-up

Milwaukee craft beer enthusiasts will see a revamped Berghoff Brewing Inc. line-up hit shelves in the next couple of weeks as the long-time brewer works to revive its brands, bizjournals.com reported on June, 10.

Chicago-based Berghoff, with roots dating back to 1887, has brewed its beer in Wisconsin since the 1960s. But this year it moved its beer production from the Minhas Craft Brewery in Monroe to Stevens Point Brewery in Stevens Point, said owner Ben Minkoff.

Stevens Point Brewery allows Berghoff to brew 100 barrels at a time, versus 300 to 500 barrels per batch at Minhas, offering more flexibility for creativity and experimentation, Minkoff said.

“It’s just that we’re trying to take the brand in a different direction. We try to give consumers what they’re looking for in an ever-evolving craft market.”

Berghoff will still brew its root beer at Minhas, he said.

Berghoff hired brewing experts Randy Mosher and John Hannafan as consultants to create the recipes for the updated beer line-up, which includes a brand new Germaniac Extra Pale Ale and a revamped red ale, Minkoff said.

Mosher, an author of brewing books and an accomplished designer, also contributed to Berhgoff’s new packaging and brand messaging. Hannafan owns John Hannafan & Associates, a Chicago brewery and brewing consulting firm.

Berghoff’s new brews will be on sale this month in Wisconsin, Illinois, Michigan and Indiana. The brewery is hosting launch parties to generate buzz around its brands, including one in Milwaukee on June, 21.

“We need to bring around the brand awareness again and have people try the beer again,” Minkoff said. “Through the last 10 to 15 years, we kind of got lost in the mix a little bit. You need to evolve and adjust as everyone else does. You can’t just stay status quo.”




12 June, 2013