Did it make you laugh? Smile?

Press Release:

(Detroit, MI) – When prohibition prompted Detroit bootleggers to discover clever ways of smuggling kegs across the Detroit River, some of the illegal brews ended up being served in speakeasies all around the Motor City’s warehouse district. This corridor of “corruption” kept the spirit of boozing alive and well then. And the brew masters who still brewed (despite the government’s watchful eye), still managed to sell their ales to a thriving (and thirsty) customer base.

Today, that entrepreneurial spirit of brewing finely crafted beers lives on in that very area; at Atwater Brewery. After years of success in the microbrew business, Atwater is relaunching themselves to a whole new market. Sure, they are responsible for some of the most award-worthy beer from Detroit–they’ve sold millions of bottles and thousands of kegs over the years–but now, they’re embarking on something that could redefine their brand…a craft beer in a can.

Atwater’s Lager is the first beer we ever created in our downtown Detroit brewery. Now, this refreshing, Munich-style, Helles Lager–made in the Detroit tradition of German-style lagers– is available in the can. Sure, beer is fine out of the tap, and there’s something refined about drinking beer from a glass bottle, the way we’re used to craft beer being served. But, this little change up seems to be a natural. So, before you beer bottle purists cry heresy when it comes to your favorite craft brewed beer having to come from a bottle, remember: beer is mixed in giant stainless steel vats. Just think of our cans as smaller versions of those vats, housing refreshing, craft beer that you can shotgun. Can’t do that with a bottle.

“We believe that people want something different,” said Mark Rieth, Atwater’s owner and CEO. “Even the craft beer snobs, who take the brewing process very seriously, will tell you that canning has many benefits when it comes to the beer.”

Cans allow no UV rays to penetrate. So, there’s less oxidation than what occurs with a bottle. Which means that craft beer in a can, can actually remain fresher longer. That’s pretty basic science. Plus, cans are easier to ship and break less than bottles. Both good reasons for Rieth to try canning.

“The response has been overwhelmingly positive already,” Rieth said. “In fact, I’m considering making some of my other brews, like my Dirty Blonde and my Vanilla Java Porter available in cans as well.”

Currently, Atwater’s Lager and their new Grand Circus Park, IPA are both available in cans. The latter is a robust and hoppy IPA with a name that pays homage to the center of downtown Detroit.

“These two beers epitomize the fact that Atwater is Detroit. We’re here, we’re not going anywhere, we’re going to keep making craft beers that appeal to a broader audience,” said Rieth.

The launch of the canned beers is supported by a unique local marketing campaign that drives home the idea that the can is cool. The print ads, appearing in local publications like Metro Times and Real Detroit, borrow from a familiar political campaign to emphasize the idea that, “Yes. We can.”

A similarly-themed television spot can be seen on various local cable stations during college football games. In it, a man sits down on his favorite home throne, reaches for a glass nearby and fills the glass with frothy Atwater beer from a tap across from the toilet he’s sitting on. It’s every man’s dream bathroom. And, the hilarious scene is paid off with the line, “Atwater’s Lager. Now available in the can.”

“The big story for us was the can,” said Terry Ayrault, Creative Director at Watercooler Advertising, who handles Atwater’s marketing and advertising. “There aren’t many craft beer out there canning their concoctions–especially Detroit breweries. We just thought it was a cute way of bringing attention to the brand.”

While Rieth and Atwater continue to brew their specialty beers, their lager should prove to be a profitable endeavor for the Detroit brewer.

“We are Detroit,” said Rieth. “We are proof-positive that there are some really cool things going on in this city. Because it’s not just about the beer, it’s about keeping the rich heritage of Detroit beer-brewing alive.”

And, best of all, you don’t have to keep it a secret. Prohibition’s been over for awhile.