Posted by Ashley Brandt at libationlawblog.comThere’s big money in an established brand. That goes double for any established beer brand with a history, low price point, and no small amount of subtle marketing. The right combinations can result in a scheme to mint liquid gold.
There’s an untapped goldmine of long lost lagers. Brands with breweries that were shut down but whose intellectual property and capital got bought up or mothballed until some enterprising company looking to cash in on nostalgia or a vintage, perhaps even a craft appeal, or all of them, decides to revive the brand or expand it. (e.g., The recent national push by MillerCoors to bring Henry Weinhard’s to the country.)
Enter Rheingold Beer (or rather, “re-enter”).
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