Hudepohl-Schoenling honors Derby with commemorative beer - Hudepohl-Schoenling Brewing Co.; Kentucky Derby

Modern Brewery Age, April 9, 1990

Hudepohl-Schoenling honors Derby with comemorative beer

For the second consecutive year, Hudepohl-Schoenling Brewing Co. and Churchill Downs will make available an officially licensed beer produced in a commemorative can in honor of the Kentucky Derby.

The special can has been designed to reflect the 116th logo. The front panel of the can will feature the logo image, while the back lists previous derby winners. Triple Crown winners are printed in red and winning fillies in green.

"We'll produce and distribute a very limited quantity of Kentucky Derby beer," said Mike Schott, vice president of sales, Hudepohl-Schoenling. "Last year we sold the beer mainly in the tri-state area. Because the Kentucky Derby is one of the world's premier racing events with simulcasting conducted throughout North America, this year we've offered the beer to our entire wholesaler network.

"Thus far, we've received orders from as far away as Maryland, Kansas, Colorado and New Mexico," Schott added.

Churchill Downs' vice president of marketing, David Carrico added, "The value from Schoenling's efforts goes beyond any monetary reward. The exposure lent to the Derby by this and similar projects is the main benefit."

PHOTO : RUNNIN' FOR THE ROSES-For the second straight year, Hudepohl-Schoenling Brewing Co. will

PHOTO : make available a commemorative can to honor the Kentucky Derby.