Old Style takes a page out of the Schlitz and Pabst playbooks, announcing today that it will return to its roots with a complete brand overhaul featuring a return to the German brewing tradition of authentic kraeusening, new package graphics that dramatically showcase the iconic 1902 tavern shield, and a new marketing campaign.

The new Old Style will hit the stores and bars in February.

"Our loyal Old Style drinkers appreciate a great tasting, Midwestern beer that has been part of their neighborhood for generations," says Old Style Senior Brand Manager Keith Hill. "We believe that returning to our original roots will also appeal to a new group of beer drinkers (25-29) who believe that drinking a high-quality, local beer is more desirable than drinking a beer from one of the big brewers."

Best known now for its popular 30-packs and as one of the two most popular beverages at Wrigley Field in Chicago, the new kraeusened Old Style will be more expensive to produce and will be priced competitively with other premium domestic beers. The company believes the improved quality will appeal to current premium priced beer drinkers.

What is kraeusening?

Old Style is returning to the centuries-old German brewing tradition of double fermentation called "kraeusening" (kroi-zen-ing). Kraeusening is an additional step in the brewing process that brings richness to this premium beer.

"We proudly brew our beer with the same quality we have for more than 100 years," says award-winning brewmaster Bob Newman. "Bringing back the extra step of kraeusening will provide more body, flavor and a cleaner finish to Old Style -- things we believe our loyal drinkers and our new beer drinkers will both appreciate and enjoy."

A series of spring and fall promotions aimed at highlighting Old Style's connection to local neighborhoods will support the re-launch. These include "Story Behind the Sign" pub crawls and Old Style sponsored block parties.

Gottlieb Heileman first brewed Kraeusened Old Style Lager at his La Crosse brewery in 1902. The original brewery still sits along the Mississippi River amid towering bluffs and scenery so spectacular it's often referred to as "God's Country."

Old Style was brewed this way until 1996, when it was acquired by the Stroh's Brewery. Pabst Brewing Company acquired the brand in 1999 upon purchase of the Stroh's portfolio.

The original Heileman's / Old Style brewery in La Crosse is now owned by City Brewing Company, makers of La Crosse Lager, a beer that mirrors the original Old Style recipe.

Pabst Brewing is one of the last of the famous, iconic American beer companies to remain fully independent and American-owned. A majority of its brands (Pabst, Schlitz, Stroh, Schaefer, Rainier, Olympia and others) have been around since the 1800s.