Altes Beer

Altes Beer, a Detroit-brewed lager with roots stretching back to 1910, has experienced a revival after a decades-long absence from the city’s brewing scene. Originally known as “the beer that bewitches,” the brand has been resurrected by local beer enthusiasts aiming to recapture its original flavor and connection to Detroit’s industrial heritage.

History

Altes Beer was first brewed at the Tivoli Brewery, located on Detroit’s East Side at the corner of Mack and Hurlbut, in 1910. The brewery’s European-trained brewmasters sought to replicate the crisp, refreshing lagers common in their homelands, catering to the tastes of Detroit’s growing and industrious population. By the time Prohibition took effect in 1919, Altes had become a popular choice among Detroiters. Legend has it that brewing continued surreptitiously during the years alcohol was banned, with the beer being distributed through speakeasies throughout the city.

Following the repeal of Prohibition in 1933, Altes quickly regained its regional popularity. The brand continued to grow alongside Detroit, becoming known for its sealed-in flavor by the 1940s. In 1947, the brewery sold over half a million barrels, demonstrating its widespread appeal among both factory workers and sportsmen. Throughout the 1960s, Altes remained a key Detroit brand, actively sponsoring local sports teams like the Detroit Lions and the Detroit Tigers. The brewery also introduced Fassbier, a draft beer designed to maintain a consistently fresh taste. However, brewing in Detroit ceased in 1974, coinciding with a period of consolidation within the beer industry.

Culture

Altes Beer has historically been associated with the working class of Detroit. Advertisements and marketing materials often featured imagery appealing to factory workers and sports enthusiasts, solidifying its image as a beer for everyday people. The brand’s recent revival has leaned into this heritage, with marketing campaigns designed to evoke a sense of nostalgia and connection to Detroit’s past. The recent marketing campaign featuring an Easter Bunny racing through Detroit alleys with cases of beer exemplifies this approach, aiming to position Altes as a “dad beer” with a playful edge.

The revival of Altes is also indicative of a broader trend in the craft beer industry: a renewed interest in heritage brands and locally-sourced products. The three individuals – Eric, Carl, and Pat – who spearheaded the brand’s return sought to recreate the original European-style lager that Detroiters had come to love. They collaborated with Traffic Jam & Snug, Detroit’s original brewpub, to perfect a recipe using 100% barley malt and 100% German imported hops, emphasizing quality ingredients and a commitment to traditional brewing methods.

Economy

The original Tivoli Brewery, home to Altes Beer in its early years, contributed to Detroit’s economic growth during a period of significant industrial expansion. The brewery provided employment opportunities and supported related industries, such as hop and barley suppliers, transportation companies, and advertising agencies. The sale of over half a million barrels in 1947 demonstrates the brewery’s substantial economic impact on the city.

The recent revival of Altes represents a smaller-scale, but still significant, economic boost for Detroit. The locally-owned and craft-brewed operation supports jobs in brewing, distribution, and marketing. Furthermore, the brand’s association with Detroit’s heritage and its marketing efforts contribute to the city’s image as a destination for tourism and cultural experiences. The brand has also received recognition, winning the Michigan Heritage Beer award in both 2022 and 2023.

Getting There

While Altes Beer is not brewed at a single, publicly accessible brewery location within Detroit, it is available at various bars, restaurants, and retail outlets throughout the city. The beer is also featured at events and festivals in the Detroit metropolitan area. Traffic Jam & Snug, the brewpub that assisted in perfecting the modern Altes recipe, is located in Detroit and serves as a point of connection to the brand’s history.

Access to locations selling Altes Beer is generally facilitated by Detroit’s extensive road network, including major highways such as I-94, I-75, and M-10. Public transportation options, including the Detroit Department of Transportation (DDOT) bus system and the QLINE streetcar, provide alternative means of reaching various neighborhoods where the beer is available.

See Also

Detroit history List of breweries in Michigan