Who Is The Old Man In The Super Bowl Commercial Craft Beer History Is Impressive

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Craft Beer History Is Impressive

Today’s Ruhstaller beers represent a rebirth of the Ruhstaller Brewery of the late 1880s, all with Sacramento beer and heritage hops. But the similarities continue between the past and the present with a strong commitment to locally sourced ingredients and quality. Today’s Ruhstaller’s features a California menu that showcases just what California is. Ruhstaller Brewery was also a local brewery for several decades during the California Gold Rush (1849-1855) and died out due to Prohibition-1920 to 1933.

Captain Frank Ruhstaller came to America at the age of 15, arriving in Sacramento in 1865. In Sacramento he began working in a brewery and a few years later bought his first beer. Upon his death in 1907 the local newspaper wrote in its column: “There is no doubt that no death has caused more sorrow in this city than that of Captain Frank J. Ruhstaller.” He was a gentleman loved by all.

The history of today’s Ruhstaller beer is as rooted in Sacramento as it was with the original Ruhstaller Brewery. Frank Ruhstaller built the largest brewery west of the Mississippi in Sacramento. That’s surprising because Sacramento, at one point, had 16 breweries in the city. Much of Sacramento’s economy was based on population growth (due to the Gold Rush), agriculture, large water resources, railroads, and ocean access. From 1870 to 1880 the Sacramento region became the hops capital of the world due to the success of fine beer. Local hop farmers were even exporting their hops to Europe.

An interesting fact at that time is that Adolphus Busch came to America in 1857. In 1861 he married the daughter of a German immigrant named Eberhard Anheuser. Mr. Anheuser had started a small house in St. Louis, MO in 1857. After the Civil War Busch went to work for his father-in-law at the Anheuser Brewery located “west of the Mississippi”. Here’s what’s interesting: Frank Ruhstaller had built the Ruhstaller Brewery empire in Sacramento to be the largest west of the Mississippi by 1881. He accomplished this on his own.

In California’s time when farming was king, the quantity, quality, and variety of hops was amazing at the time. Sacramento would eventually become the largest exporter of hops to much of America and the world.

Arguably, the Ruhstaller Brewery (former) was one of the first breweries to produce premium brews. He invented steam beer 15 years before Anchor Steam was founded. According to Beer-FAQ, “Steam beer is a type of beer that originated in California during the gold rush. It is usually light and fluffy like a lager, and full-bodied like an ale. It has a bitter and bitter taste but is a light beer. The brewing method is unique in that it uses lager yeast but is fermented at ale temperature.

Taking over the banner of the original Rruhstaller Brewery, in 2011 Ruhstaller Beer began operations. The culture of the original Ruhstaller beer company is the foundation of today’s successful “Ruhstaller Beer•Sacramento”. The founder and director of Ruhstaller Beer is Mr. JE Paino. JE, as he likes to be called, graduated from UC Davis with a business degree; the beer service came later. He impresses me as a down-to-earth person who appreciates a team approach and is customer focused. Like many who build companies, he is driven by quality in his ingredients and that quality starts with the hops—that’s Sacramento hops.

JE has been very systematic in building an award-winning corporate brand, drawing on Sacramento’s rich history in beer, grains, and hops. The company has spent a lot of time and money developing the hops business that still exists today. From three local farms, enough hops are produced to supply Ruhstaller beer with most of the hops it needs, except for the 5% that comes from outside of California. Even the barley is sourced from farmers in Northern California.

JE is not shy about his belief that California offers the best terroir/environment to grow premium hops. “I’ve proven that with our 10 acres of hops,” Paino says. If you drive west on I-80 in Dixon, CA you can see their hop farm just off the road. “At Ruhstaller Beer, we believe that good beer starts with the best ingredients. Like our founder Captain Frank Ruhstaller, we partner with California hop and barley growers to grow the best California ingredients for our beer.

To show how serious Ruhstaller beer is in their commitment to ingredients, they started a hop school to teach the history of Ruhstaller, the techniques needed to grow high-quality hops, and help consumers understand the basics of good beer. In fact, the class is not free, in 2019 they paid $30 for each participant for 6 sessions and provided lunch and beer.

Interestingly, Sacramento was the world capital of hops and this period is known to have started around 1850. One hop farmer of that time started a hops farm located at the University of Sacramento. By 1904 the grower was supplying hops to the Guinness Brewery.

Research shows that the majority of people buy craft beer based on provenance, emotion, tasting experience, label design, and brand loyalty. If the owner of the brewery and his employees are interested in what they are doing, they will drive success and customer awareness. The importance of quality, passion, and a well-known corporate culture that is known will drive consumer brand loyalty.

To paraphrase a famous New York City advertising man-If it ain’t selling, nothing else matters. Perhaps Ruhstaller Beer’s marketing strategy has had a huge impact on sales. As we’ve seen, Ruhstaller Beer•Sacramento builds on a well-known regional brand known for consistent quality, support of local brewers, and an experience consumers can relate to. From the faucet handles they make from old farm tools to the iconic image of a man with a cigar and the name ‘Sacramento’ on their labels; they have created a brand that is easy to understand and creates a connection. Who doesn’t love a story of success built on the history of brewing from the upper West?

In Yolo County News story of Bret Johnson, JE Paino (founder of Ruhstaller Beer) says about the beer business, “You can’t just have a good story with a good name. You have to have a good beer first. When Sacramento was the biggest hop. -growing region in America before during Prohibition, brewers competed on quality, not Super Bowl ads. Not a gimmick. It had to be good beer. That’s why Ruhstaller (the author of today’s Ruhstaller) put gilt on the rim of the glass because it had to be good beer.” The Ruhstaller family gave Paino one of the beautiful looking glasses as a gift.

In the same interview, Paino predicted that beer made using local hops would add 50 cents per bottle. To justify its value, it is important for consumers to know the value and purpose of quality ingredients that bring out the aroma, taste, and mouth feel of the best beer.

This is Ruhstaller Beer•Sacramento: Yes, the name is important. The resurrection of the famous JE Paino name comes with best wishes from the survivors of Frank Ruhstaller’s family. Today’s Ruhstaller beer stands out from the craft beer industry because of its history. This craft beer brand has roots dating back to 1881 with humble beginnings. The History of Ruhstaller Beer today is a written biography of Frank Ruhstaller, a history of Sacramento as the beer capital of the western US, an exploration of the history of ingredients, and an in-depth history of the company’s culture. We can always learn from the old masters. Mr. JE Paino adds to the legacy/history of Ruhstaller by adding a greater understanding of building brand loyalty on real quality.

History can make good beer!

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