When a Detroit Beer reappeared on the shelves of stores, customers couldn’t believe it. Or at least, older customers were suprised. Altes Beer hadn’t been stocked in stores since the 1960’s.

Back in it’s heyday Altes had been Detroiter’s beer of choice, introduced originally in 1910 it quickly became the working man’s beer. Even being served in speakeasies during prohibition. It was the official sponsor of the Detroit Tigers and Lions. Despite it’s popularity the brewery closed as the city was embarking on hard times.

The beer was relaunched by a group of guys who remembered their parents (or grandparents) passion for this lawnmower style beer.

To get the beer back in the headlines and into shoppers baskets we created and experiential event on Easter. A Resurrection of a great beer. Despite cold and rainy (typical Detroit Easter weather) hundreds of fans showed up The Old Miami (a historic Detroit bar) for a Easter beer hunt. The master of ceremonies was the Altes Easter Bunny.