Rolling Stone recognizes Grain Belt as 2004's "Hot Retro Brew"

By RON LARSEN

Journal Staff Writer

NEW ULM -- It may not be the same as making the cover of Rolling Stone, but having August Schell Brewing Co.'s Grain Belt Premium beer chosen as one of the magazine's 2004 Hot List picks certainly is a close second.

The editorial plug for Premium beer appears in the Oct. 2, 2003 issue of Rolling Stone that's now on the newsstands.

Calling it the "Hot Retro Brew," the magazine advises, "If you're looking to take a big gulp of authentic Americana, you're best advised to ... reach for a bottle of longtime Minnesota favorite Grain Belt Premium."

Schell's president, Ted Marti, likes the title.

"I'd say that's probably true. There have been some other brands that have sort of risen from almost the dead, and you know we've been sort of waiting because we think it's our turn now."

Marti believes Premium will benefit from "the underdog kind of mentality" being shown in Pabst's modest revival.

The magazine quotes Marti as calling Premium a "street beer."

"What we mean by that (is) it does better when you take your dollars to the street, to the bars, to the people, and just try to get beer in people's hands."

Marti believes that will work better than launching "some big mass media campaign. Over the years, Minnesota Brewing has tried it, and Heilemann had tried it. It's just kind of a common man's beer, and that's the way it's best sold."

Grain Belt Premium is on a roll right now as far as national publicity goes. Marti has been informed that there will be an article about the beer in next month's GQ Magazine.

"I can't think of what the angle is on their story, but it was two different coincidental things."

Whatever the reason for the spate of magazine articles, Marti welcomes the media attention.

"What it will do, obviously, is increase our credibility around the country even though we don't have distribution outside of the Midwest. So, I think from that standpoint, it will help."

Grain Belt sales are exceeding expectations, Marti said, and there are thoughts of widening the distribution area, perhaps as early as next year.

"But, we're just really not looking at it right now. I wouldn't say we're playing catch-up, but we're trying to get everything solidly in place to be able to go beyond. We still have a ways to go, yet. It's (the publicity) a good deal, (and it's) lots of fun to have that happen."