From The Glass Lined Tanks Of Old Latrobe:

A Tribute To Rolling Rock

Latrobe Brewing Company, brewers of Rolling Rock and Rolling Rock Light Premium Beers, is proud to have its only brewery located in Latrobe, Pennsylvania because, like the beer, Latrobe is full of charm and heritage.

A town of about 12,000 people, Latrobe is situated in the Laurel Highlands at the foothills of the Allgheny Mountains, 45 miles east of Pittsburgh. Rolling Rock is not alone in claiming Latrobe as its birthplace; both legendary golfer Arnold Palmer and America's most famous sweater wearer Mister (Fred) Rogers grew up in Latrobe. In 1896, professional football was born in Latrobe, and in 1906 the world's first banana split was created in Strickler's Drugstore. Today, Saint Vincent College hosts the Pittsburgh Steelers during their pre-season training camp.

Latrobe was a bustling railroad town in the late 1800's when the Latrobe Brewing Company began operations, and over 100 years later remains a diverse, recreational, residential and business community which balances country living with urban benefits.

Latrobe Brewing Company was established in Latrobe, Pennsylvania in 1893. Latrobe's easy railroad access and abundant source of pure mountain spring water made it an ideal home for a brewery.

When prohibition hit in 1920, the brewery was forced to close, leaving the glass lined tanks of Old Latrobe dormant. In 1932, the Tito brothers purchased the Latrobe Brewing Company anticipating the end of prohibition. Prohibition was repealed in 1933 and the Titos produced their first brews, Latrobe Pilsner and Latrobe Old German while searching for a signature brand to represent Latrobe.

The area surrounding the brewery consists of small valleys, where mountain spring water tumbles over rocks down into the reservoirs below. In 1939, the name "Rolling Rock" was chosen to reflect this image. A brewing legend began.

One constant in the brewing industry for over a half-century is the Rolling Rock green bottle with the painted steeplechase logo.

The "pony" nickname came from the horse head incorporated into the steeplechase logo on the seven ounce bottle, a name originated by Rolling Rock. And in Pennsylvania and surrounding areas, the barcall of "pony" gets a seven ounce Rolling Rock and "horse" a 12 ounce Rolling Rock long neck green bottle with the painted label.

The unique appearance and unchanging character add to the distinctive charm of Rolling Rock. The 12-ounce bottle is and will remain "Same as it ever was".

The mysterious "33" has appeared on the back of every bottle of Rolling Rock Premium Beer since it's introduction in 1939. For over half a century, Rolling Rock drinkers have speculated as to it's true meaning. Some of the more popular theories include:

"33" - Prohibition was repealed in 1933.

"33" - There are 33 words in the Rolling Rock Pledge (including Rolling Rock).

"33" - 33 letters make up the ingredients water, malt, rice, hops, corn, brewers' yeast. Whoever came up with that one had waaaay too much time on their hands.

"33" - The current version of Rolling Rock is the 33rd recipe that had been attempted. This is the same reason that bottles of Jack Daniels are labeled "Old Number 7".

"33" - 33 was the union's local number for workers at the brewery.

"33" - A man named Cecil Adams obtained his theory from James L. Tito, former CEO of the Latrobe Brewing Company and owner from 1933 to 1985.

"...Mr. Tito believes that putting 33 on the label was nothing more or less than a horrible accident. It happened like this:

"When the Titos decided to introduce the Rolling Rock brand around 1939, they couldn't agree on a slogan for the back of the bottle. Some favored a long one, some a short one. At length someone came up with the 33-word beauty [Rolling Rock from the glass lined tanks...etc.], and to indicate its modest length, scribbled a big '33' on it. ...Unfortunately, no one realized that the big 33 wasn't supposed to be part of the design until 50 jillion returnable bottles had been made up with the current label painted permanently on their backsides. ...This being the Depression and all, the Titos were in no position to throw out a lot of perfectly good bottles so they decided to make the best of things by concocting a yarn about how the 33 stood for the year Prohibition was repealed."

One of the main ingredients in Rolling Rock and Rolling Rock Light Premium Beer is pure mountain spring water from the Laurel Highlands of Pennsylvania, an attribute no other beer in the world can claim.

The brewmaster uses only the finest ingredients in brewing each Rolling Rock - a special recipe that has withstood the test of time. The best hops, malt, rice, corn, and brewers yeast are carefully blended to create quality distinctive beers carrying the Rolling Rock label.

A higher malt content than most American beers gives Rolling Rock a full taste and creamier head. But the key ingredient that makes its great taste begins at the source. Which is why every bottle and can of Rolling Rock carries the message "It comes from the Mountain Springs to you".

As a single brewery, Latrobe can moniter growth and control product quality to assure customers the finest beer available in the industry. With recent growth in distribution across the U.S., two positive things are happening that shine brightly towards the future. First, people are discovering Rolling Rock for the very first time. Secondly, people who may have moved out of the greater Pennsylvania area are being reacquainted with an old friend.

While other beers change their look, taste, or product mix to appeal to trends or fads, Rolling Rock has become popular because it hasn't changed. Rolling Rock captures a small town American feeling with its genuine taste made by people who care. The label available today is the same as it was in 1939. Rolling Rock is different...because it remains "Same as it ever was".

April 9, 1994 was a day that changed my life forever. My friends and I had travelled 450 long miles from Anchorage through the rough terrain of the Alaskan wilderness in order to join in the festivities of the annual King of the Hill Snowboard Tournament which is held in the small fishing town of Valdez located in Southeast Alaska. It was a gruelling journey, but would later prove to be well worth it. The competition took place throughout the week and that Saturday night, the winners were to be crowned "King and Queen of the Hill" at a celebration ceremony held at the towns Civic Center. Hundreds of snowboarders migrated there that night to win prizes and witness the holy crowning.

The tournament had many sponsors, all of whom displayed promotional materials throughout the building, and above the thrones where the soon-to-be King and Queen would sit hung a beautiful green, white, and blue banner proudly displaying the words "Rolling Rock: Same As It Ever Was". After all the competitors were brought out on stage, the King and Queen were announced - Matt Goodwill and Julie Zell. As the crowd cheered, Matt and Julie were each presented with their crowns and a beautiful trophy - a 22-ounce Rolling Rock. The roomful of young snowboarders then prompted the proud winners to "chug" their Rocks, which they both did successfully. After the drinking, the competitors began throwing hundreds of free prizes into the crowd: shirts, stickers, hats, etc. Of the several freebies I was fortunate enough to grab, one was a white t-shirt that had "Rolling Rock ROCKS" printed on the front. At the time I had still never had a Rolling Rock Beer. Hell, I'd never even heard of the stuff (sorry Old Latrobe...), but later that night...that would all change.

As we walked back to our motel we heard that the tournament competitors as well as the bands that were to play the next evening, The Offspring and Pennywise, would be at a local bar for a little post-crowning celebration. Never ones to miss out on a good time, we headed for the bar. We hadn't thought ahead as to just HOW we would get into this bar since we were only 17 at the time, but we figured we'd solve that problem once we got to the bar.

As we approached the bar, a friend of ours who had just came from there told us that there was no one carding at the door and that we could just walk in and order drinks from the bar. Our problem was solved! We causally strolled into the bar as if we owned the place. Inside, we spotted some of our friends at a table in the corner and began to walk towards them. As we made our way across the room, I looked around and saw more Rolling Rock bottles than I have ever seen at one time in my life. It seemed as if every single person in the bar was gripping a "horse"...it was a beautiful field of glimmering green. The bartenders couldn't sell them fast enough. Just as we got to our table, a complete and total stranger tapped me on the shoulder and when I turned around he handed me an ice cold bottle of Rolling Rock Premium Beer...and to this day I believe that man was an angel. I was ecstatic. I was underage in a bar full of the world's best snowboarders and I had a beer in my hand. It was the moment of truth...I would finally get to taste this beer than I had seen so many times that night.

I tilted my head back, opened my mouth, and took a long swill from the chilled bottle in my hand. It was amazing. Absolutely wonderful...without a doubt the best beer I had (and have) ever tasted. I instantly fell in love with Rolling Rock Premium Beer. But, just as quickly as I had obtained that glorious bottle, it was taken away from me. Just moments before I had swallowed my first sip of The Rock, local police had stormed the bar and began kicking out all the minors. The Man snagged my Rock the second I swallowed and "escorted" myself and my friends out. We walked back to our motel discouraged and pissed...but I was a changed man. It was only one sip, but it was too late...Rolling Rock was my beer of choice. I was hooked.

Over the past 4 years, along with religiously drinking Rolling Rock Premium Beer, I have acquired as many products from Old Latrobe as I can: magnets, shirts, coasters, pint glasses, bottle openers, tubs, bookends, and my prized possession - an electric Rolling Rock sign. Most of these were purchased for me from the Latrobe Company Store by my ex-girlfriend (I guess she was good for something...). We have Rolling Rock parties at my house where it is a requirement for guests to bring ONLY Rolling Rock and my house even has a designated "Rolling Rock Room" where my roommates and I proudly display the sign, a banner, and the Tub O' Rocks where we deposit all our Rolling Rock bottle caps. Since February 1, 1997 1,311 bottles of Rolling Rock Premium Beer have been consumed in our house...and there's many more to drink.

To me, Rolling Rock is not just a beer, it's a way of life. I have never tasted a better beer, nor do I think I ever will. Sure, I drink other beers when I have to, but nothing will ever keep me away from Rolling Rock. Ever since that magical April night in 1994 I have been a loyal consumer of Rolling Rock Premium Beer and products and I will continue to be until the day I die...happily, with a "horse" in my hand.