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Ranier Beer!


EWolfe

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>

http://seattlepi.nwsource.com/business/169575_theinsider19.html

>

> Monday, April 19, 2004

>

> The Insider: It's a revival of those cool Rainier

> Beer ads

>

> RUNNING OF THE RAINIERS: Hard to imagine for recent

> arrivals, but at one time Rainier Beer was one of

> the iconic advertisers in the Northwest.

>

> Now one of the most famous of a series of memorable

> ads is making a return appearance after a two-decade

> absence. Pabst Brewing Co., which now owns the

> Rainier brand, is bringing back the motorcycle ad,

> in which a motorcyclist is tearing down a country

> road, heading toward Mount Rainier. There's no

> narration, just the whining of the engine and the

> gears imparting the message "Raaaaaiiineeer

> Beeeeeeer."

>

> The 30-second commercial made its return at 1 a.m.

> yesterday on KSTW/11, on the paid-time program

> "Rainiervision," which will run throughout the

> summer.

>

> For fans of the classic ad who don't feel like

> staying up so late to watch it, Pabst's advertising

> agency says it, along with other ads, will run at

> other times, starting with the May 6 series finale

> of "Friends."

>

> Pabst says the campaign is designed to "reintroduce

> the Rainier brand to the people of the Pacific

> Northwest." The brand has been through a flurry of

> ownership changes in recent years, from G. Heileman

> to Stroh's to Pabst and the closing of Rainier's

> brewery along Interstate 5 in Seattle. While Rainier

> once boasted in one of its ads that it's "the only

> beer we drink 'round here," it's no longer a beer

> that's brewed 'round here. It is, in fact, now

> produced in California.

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The new owners of the Rainier label are trying to capitalize on the same sentiment that is currently driving PBR sales. The above post describes the lame-ass fake "wayne's world"-like cable access 30-minute long informercial used to generate interest in Rainier beer. Here's their shitty corporate website:

 

http://www.rememberrainier.com/

 

The deli at RMI has a killer poster with one of the Whittaker brothers holding a can of Rainier with the mountain in the background of the photo. It's a sweet poster.

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