Return of the World's Largest Six-Pack

0 Comments | La Crosse Tribune, Sep 20, 2003 | by Hoskin, Ed

The World's Largest Six-Pack is getting a facelift after three years of wearing a blank expression.

Four of the six steel holding tanks at City Brewery - painted white after the former G. Heileman Brewery changed hands will again look like beer cans as vinyl covers depicting cans of La Crosse Lager are wrapped around.

The colorful covers will be placed on the holding tanks in the next few days, and an unveiling ceremony is planned for 3 p.m. Friday, said Jon Reynolds, director of marketing and sales at City Brewery.

For 30 years, the holding tanks bore the famous Old Style labels, but they were painted over in July 2000. The "sixpack" was a La Crosse landmark and it attracted tourists, many of whom stood in front of the giant beer cans and snapped photographs.

"It's a well-recognized icon," Reynolds said. "It's the biggest news for the brewery, in my opinion, since the brewery opened.

"We hope this momentous event will stir interest statewide and even nationwide," Reynolds said.

All six of the 54-feet-high tanks bore the Old Style labels, but just four will carry the La Crosse Lager label. Two of the back tanks were too difficult and costly to reach, Reynolds said.

There was a delay in putting labels on the tanks because City Brewery officials couldn't decide which label to add, Reynolds said.

"We wanted to make sure we got the right brand up there," Reynolds said. "There's been some difference of opinion within the company ... and finally the decision was made we should go with our strongest label. La Crosse Lager is our best seller, it travels the farthest."

Mayor John Medinger, who will attend the unveiling, said he was pleased to see the return of the labels.

"It may sound a little silly, but the World's Largest SixPack is a big deal for La Crosse," Medinger said. "It was one of our tourist attractions in the past, and hopefully in the future.

"For better or worse, beer is part of La Crosse's history and the World's Largest SixPack enhances its image," Medinger said.

City Brewery employees will unveil the new look by removing tarps at a special ceremony. The action will kick off the second annual City Fest, which runs Friday, Sept. 26, to Wednesday, Oct. 1.

Reynolds said the timing of City Fest is to take advantage of the number of people in town for Oktoberfest, but the two fests are not necessarily competing.

'We wanted to have City Brewery products displayed with a little more representation," Reynolds said.

Oktoberfest permits breweries to serve only two products, whereas City Fest will feature nine or 10 City Brewery beers, Reynolds said. Pearl Street Brewery, a La Crosse microbrewery, also will be represented at City Fest.

City Brewery will have beer at Oktoberfest, and it remains involved in Oktoberfest's opening day parade and the Tapping of the Golden Keg.

However, five hours after the golden keg tapping, City Fest will hold the Tapping of the Wooden Barrel. Last year's event was more of a small party with one live band, Reynolds said, whereas this year's admission-free City Fest features six bands.

"We're planning for a big crowd," Reynolds said. "It could be hundreds, it could be thousands. I would hope the two fests would merge at sometime, and there would be a third destination."

Ken Morrison, president of Oktoberfest 2003, said organizers of both fests have been working together.

"To be honest with you, we just sat down the other day and talked because we need good cooperation," Morrison said. "Not just between Oktoberfest and City Brewery, but all the vendors involved.

"We're not upset or anything," Morrison said. "We're going to try and work together as best we can in the years to come."