October 23, 2017 at 8:18 a.m.
 Historic Rhinelander Beer to return to city
Owner plans to open craft brew pub, gift shop on Brown Street
 Historic Rhinelander Beer to return to city
Company president Jyoti Auluck said Rhinelander Beer is currently brewed under contract by Minhas Brewery in Monroe.
While various varieties can be found in several retail outlets in the area, the company produces several other varieties that, at present, can only be purchased at their gift shop at 59 South Brown Street.
According to the company website, the label has an extensive list of varieties including Thumper American IPA, Imperial Jack Double IPA, Thirsty Miner IPA, Double IPA, Chocolate Stout, Braumeister Light, Shore Break Pale Ale and Hefeweizen, among others. Only a handful are available at local retail outlets.
Auluck hopes to use the new brewing location to produce more local and craft brews.
"That is where we will be putting in our craft brew system and brew pub," she said. "We want to play around with our brews here, do a little bit of seasonal. We'll have our lagers, and we can play up with the summer light beers or flavored beers. We can do something more hoppier for Oktoberfest. We will have a little bit more room to play around with."
She said the brewery will start with a three-barrel system to start "and see how it grows from there."
The key to whatever final location is selected is plenty of space to expand the operation, she added.
"The place we are looking into right now we would have lots of room to grow," she said.
She declined to identify any of the properties on her short list, however did say that she is open to leasing with an option to buy or purchasing the location outright, but the end goal is to own the location.
"I know by the end of the month we'll have a deal, but I'm saying by the beginning of 2018 we'll can announce it," Auluck said. "From there we'll start construction and renovations, all that fun stuff, to get it ready."
She said Brenda O'Rourke, the manager of the present Rhinelander location, is in the process of determining which permits will be needed from the city and county, and would only say the new location will be open and operational sometime next year.
In addition to the craft brewery operation, Auluck said the new location will offer a tap room where all varieties of company's offerings will be offered. Also, an expanded selection of the company's merchandise will be available as well as varieties of brews not available at local retail outlets.
"We've always had merchandise, but now we're really starting to showcase it," she said. "The T-shirts and keychains and that type of stuff the distributors have always had access to, but not so much the public. Now this gives everybody a chance to come in and take a look at our products and memorabilia because that's one of the emails I've always gotten in the last eight years; when is the brewer coming, or is there a gift shop where I can get glassware or little memorabilia. People have roots here, my grandfather used to drink it or I used to drink it back in college or when I go fishing or go up to the cabin. People have a lot of fond memories that go with Rhinelander Beer, people always wanted something to take back with them."
Founded in 1882 by Otto Hilgermann and Henry Danner, the company survived a fire in 1897 and closure during prohibition before it reopened in 1933. At it's peak popularity, the brewery rolled out 40,000 barrels annually. When financial concerns led to the Rhinelander brewery closing in 1967, its assets were sold to the Joseph Huber Brewing Company, which was later purchased by Minhas. It has been brewed in Monroe ever since.
Auluck purchased the brand and all its assets in 2009, and reintroduced the 7-ounce Rhinelander Shorty in 2011.
Since the day she purchased the brand, Auluck said she has been looking forward to opening a brewery in Rhinelander.
"But it takes time," she said.
Auluck said that Rhinelander Beer is a "retro brand" like Pabst Blue Ribbon and Schlitz, which have been making a comeback thanks to the marketing efforts of the Pabst Brewing Company.
"This (the brand) has been around for a very long time," she said. "The Rhinelander brand has always been sold. It's had some label changes, I'm sure the liquid got changed somewhere between here and there, but it has always sold. Even though it didn't have any active advertising behind it, it was selling on it's own name, it's own legs."
The company website notes that Auluck is a brewmaster and has created the recipes the company produces. She also judges at beer tasting competitions on a regular basis.
Jamie Taylor may be reached via email at [email protected].
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