Monday, September 27, 2010

Falls City Beer in 2010

Perhaps I noticed this in passing and then completely forgot, but it appears an entrepreneur has bought the old Falls City Beer and relaunched it as a craft beer. Louisville is a really great town for beer, compared with our neighbors.

Falls City was a Louisville brand for many years, probably most (in)famous nationally for the market flop Billy Beer. It eventually devolved into the kind of weak alcopop politely and euphemistically known as "American pale lager", contract brewed in Evansville and then Pittsburgh. It had a surprising amount of loyalty, and I'd long hoped it could be revivified as a purveyor of good beer. It appears to be so. Here's their new FaceBook page.

Apparently this happened some time ago, and I completely missed it. Blogging at Mojo back in December 2009, John LaFollette said:
A new Falls City Brewing Company has set up shop in the city that gave the iconic brand its name, pledging to recreate the craftsmanship and high-quality standards that, in its heyday, earned Falls City beer national distinction.

The new owner, Louisville businessman David Easterling, declined to be interviewed until his plans for the company were clearer, but said they should be producing beer and test-marketing it around town within the month.

...Falls City beer was once a staple of Louisville bars. Falls City bar signs are still hanging at Check's CafĂ© in Germantown—the bar gets regular requests for it, and says they will carry the new version—and at the Outlook Inn in the Highlands.

In the years following Prohibition, Falls City competed locally with the Fehr's and Oertel's breweries and with Evansville-based Sterling, and by 1950 was producing 750,000 barrels a year, making it the most popular beer in Louisville.

Still, by the late 1960s, the brewery struggled to keep up with larger, national brands, and made cuts in ingredient and production quality. Facing declining sales and a declining reputation, Falls City was sold in 1978 to the Wisconsin-based G. Heileman Brewing Company
Roger Baylor had an interview with owner David Easterly in the LEO, beside some consumer reactions, back in April 2010.

Has anyone had the new brew? It sounds like it may be worth supporting.

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