Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Stroh Brewery licenses Rheingold

Published on .

Stroh Brewery Co. is licensing the trademark for Rheingold beer, a venerable New York regional brew, to 5-month-old Beverage Alliance. The beverage marketer has set a spring 1998 relaunch date for the brand, which was discontinued by Stroh after it acquired G. Heileman Brewing Co. last year. Rheingold is the first beer to be marketed by the Beverage Alliance, according to President Mike Mitaro, a former sales director for Labatt USA. Mr. Mitaro said he plans to acquire up to four additional domestic or imported brands within two years.

Copyright September 1997, Crain Communications Inc.

Most Popular
In this article: