Three Connecticut beer wholesalers have signed on to reintroduce sales of New York’s iconic Rheingold beer into several East Coast markets.
Drinks Americas, the brand’s Wilton owner, said Tuesday Franklin Distributors in South Windsor, F&F Distributors in New London, and Drinx Unlimited in Norwalk will distribute Rheingold in their territories, beginning around August when the beer is first reintroduced to the New York market.
Other wholesalers also have agreed to market Rheingold in the metro New York and in New Jersey, the owner said.
Terms were not disclosed.
Introduced in 1883 in New York, Rheingold – known later for its trademark red-and-white cans – at one time was a dominant brew in that market, especially popular with blue-collar drinkers, said Drinks Americas executive J. Patrick Kenny.
Rheingold hasn’t been marketed, however, since before Drinks Americas acquired the brand in 2005, when sales that year were just $5 million, Kenny said.
Kenny said Rheingold’s revival coincides with the growing market in recent years for economy beers. Â
Rheingold will be brewed at The Lion Brewery in Wilkes-Barre, Pa.
