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.