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BREW CITY.
>> BUT MICROBREWERIES MAY BE
THE KEY TO KEEPING THE TITLE.
JACK JONES REPORTS
ON THE TOAST OF THE TOWN
IN BEER TOWN USA.
♪ [ MUSIC ] ♪
>> Reporter: THE BEERS THAT
MADE MILWAUKEE FAMOUS, PABST,
SCHLITZ AND BLATZ, ARE NOW
HISTORY.
MILLER, THE NATION'S 2ND
LARGEST BREWERRY STILL CALLS
BREW CITY HOME, BUT
MILWAUKEE'S BREWING LANDSCAPE
HAS CHANGED.
FILLING THE VOID LEFT
BY THE BIG BREWERS ARE
MICRREWERIES LIKE
THE WISCONSIN BREWING COMPANY.
>> INSTEAD OF JUST THREE MAJOR
BREWERIES, WE'RE GETTING BACK
TO WHERE A BCH OF US SMALL
FRY ARE OUT HERE CREATING
BEERS FOR THE PUIC.
>> Reporter: THEY MAY BE
SMALL, BUT LIKE THE PUMPKIN
BEER BREWING AT THE LAKEFRONT
BREWERRY, THE VARIETY IS
OF BEER IS IMPRESSIVE
AND THERE SEEMS TO BE ROOM
FOR ERYONE.
>> THE MOORE DISCIPLES WE HAVE
OUT THERE TALKING TO PEOPLE
ABOUT FLAVORS AND STYLES
OF BEER, THE BETTER IT IS
FOR US.
>> Reporter: IN FACT, THERE IS
SUCH A RENAISSANCE OF BREWING
IN MILWAUKEE, THE CITY NOW
EVEN HAS A BEER NEWSPAPER.■
WATER STREET BREWERRY USED
TO BE THE CITY'S ONLY EW
PUB.
NOW ADD THE ROCK BOTTOM
AND MILWAUKEE ALE HOUSE
SET TO OPEN NEXT MONTH.
>> WHEN WE PUT OUR PLAN
TOGETHER, WE CONCENTRATED
ON MILWAUKEE'S BREWING
HERITAGE AS A PART
OF THE WHOLE THEME
OF OUR PLACE.
ALL THE BEERS ARE MODDELED
AROUND STORIES.
>> Reporter: THE BIG STORY IS
ONE BRICK D BATCH OF BEER
A TIME OF THE MILWAUKEE IS
REGAINING ITS TITLE OF BREW
CITY.
JACK JONES, TMJ 4.■
>> MILWAUKEE MAYOR JOHN
NORQUIST SS THE CUR■EN■
MICROBREWING BOOM IS E■■CTLY
HOW MILWAUKEE'S BREWING
TRADITION BEGAN MO THAN
'97... LOCAL BREWERIES BAN
TOGETHER TO HELP ONE OF THEIR
OWN -- A BUSINESS DEVASTATED
BY RECENT FLOODS. ###
###
(LORI) GOOD EVENING. I'M
LORI STAFFORD... WHILE THE
LARGE BREWERS ARE IN THE
MIDST OF A PRICE WAR. SOME
OF THE SMALLER LOCAL
BREWERIES ARE WORKING
TOGETHER TO BEAT THE BIG
GUYS. RENEE RIDDLE IS LIVE
FROM WAUWATOSA FROM FLOOD ■■
FEST '97. WHAT'S GOING ON
RENEE? ###
(RENEE)
###
(RENEE) (LORI) Q;DO THEY
REALLY EXPECT TO RAISE THAT ■■
KIND OF MONEY AT A BEER BASH?
THANKS, RENEE. ###
(LORI) ONE PERSON REMAINS IN
THE HOSPITAL TONIGHT AFTER A
RESCHEDULED SHOW. THEY SAY AT
THIS POINT THEY'RE NOT SURE
HOW TO HANDLE THE VENDORS.
###
(LORI) A WAUWATOSA
MICRO-BREWERY DEVASTEDY
LAST MONTH'S FLOOD IS GETTING
HELP FROM THE MOST UNLIKELY
OF SOURCES--THEIR
COMPETITORS. A GROUP OF LOCAL
MICRO BREWERS DONATED BEER TO
FLOOD FEST '97. THAT'S WHERE
RENEE RIDDLE IS LIVE WITH THE
STORY. ###
(RENEE) EVEN THOUGH THIS
PARTY IS FOR THE WISCONSIN
BREWING COMPANY...OTHER
MICRO-BREWS ARE ON TAP TO
HELP MAKE A DENT IN THE
BREWERY'S QUARTER MILLION
DOLLAR FLOOD LOSS.
###
"put them on" john harrison
never thought he'd be tapping
into the competition for his
party. "flood fest 97" but
flood fest 97 is no ordinary
beer bash... "you really
don't know now many friends
you have until you've been
beat up and some body picks
you up and dusts you off."
this party is about
neighbors, friends...and yes,
even competitors...helpin g a
micro-brewery stay afloat.
"48:25 yeah i'd like to beat
them in the marketplace, i'd
like to beat them because our
beer is better.everyone's
having a hard time we're all
working hard, got to help
each other out." wisconsin
brewing company was just
getting it feet wet in the
local beer market--in
business for only a
year--when last month's flood
nearly drowned them. "37:13
in this room everything that
was that high had to be
removed..." 53 and a half
inches of water covered the
entire brewery...destroying
thousands of bottles of beer,
grain, and other inventory.
the june 21st flood now lives
in infamy...the water mark
prominitely displayed in the
brew house. they needed help
to rebound. "59:28 it would
have been a real tough climb,
been tough the first year,
these people have their
houses mortgaged on this
whole thing. " microbrewers
say its part of their culture
to stick together. "18:34
alot of people that drink my
beer drink sprecher one
day,then lakefront, then new
glarius, then all of them on
sunday." and for flood fest,
97. "ahhhh" ###
(RENEE) WISCONSIN BREWING IS
LEARNING TO MAKE THE BEST OF
A BAD SITUATION---EVEN A
MARKETING OPPORTUNITY.
BESIDES BEER...THEY'RE
SELLING THE T-SHIRTS DAMAGED
AND STAINED BY TH FLOOD AT
FLOOD REDUCED PRICES...ONLY
FIVE BUCKS!! (LORI) THANKS,
RENEE. ###