What's Happening?
Old Style beer, once considered the quintessential Chicago brew, has seen a significant decline in its market share in the city. According to Circana, which tracks beer sales, Old Style's market share in Chicago was less than 1 percent over the last 52
weeks, with sales down 12 percent compared to the previous year. This marks a stark contrast to its peak in 1980 when it held 37 percent of the city's beer market. Despite being brewed in La Crosse, Wisconsin, since 1858, Old Style became deeply associated with Chicago, largely due to its 1950 partnership as the official beer of the Chicago Cubs and extensive marketing through WGN's national broadcasts of Cubs games. The brand also gained popularity during the 1976 Anheuser-Busch strike, which created a demand for alternative lagers. However, its hold began to slip by the 1990s, with Miller Lite surpassing it in market share. A key factor in its decline was the discontinuation of the traditional 'kräuesening' fermentation method by one of its owners in the 1990s, which, according to brewers, subtly altered its flavor and mouthfeel. The brand's 63-year partnership with the Cubs also ended in 2014 when Anheuser-Busch InBev became the official beer sponsor.
Why It's Important?
The diminishing presence of Old Style beer in Chicago reflects broader shifts in consumer preferences and the highly competitive U.S. beer market. The brand's historical connection to the Chicago Cubs and its ubiquity in local dive bars once made it a cultural icon, demonstrating the power of sports sponsorships and localized marketing in building brand loyalty. Its decline highlights how even deeply entrenched brands can lose relevance if they fail to adapt to changing tastes or maintain product quality. The decision to abandon the 'kräuesening' method, a traditional German fermentation process that contributed to its unique characteristics, underscores the potential risks of cost-cutting measures or changes in production that impact a product's core identity. This case study illustrates the challenges faced by legacy brands in an era dominated by craft beers and diverse beverage options, where consumers often prioritize unique flavors and local production. The loss of its official Cubs sponsorship further exemplifies how strategic partnerships are critical for maintaining visibility and market share in a crowded industry.
What's Next?
Old Style beer will likely continue to face an uphill battle in regaining significant market share in Chicago. While it retains a nostalgic appeal for some, particularly those who associate it with Cubs games, its current sales trajectory suggests a continued decline unless significant strategic changes are implemented. The brand, now part of Pabst Brewing Company's portfolio, would need to re-evaluate its marketing strategies and potentially its product formulation to appeal to contemporary consumers. Reintroducing elements of its traditional brewing process, like 'kräuesening,' could be a way to differentiate itself and attract consumers seeking authentic, quality lagers. However, this would be a time-intensive and potentially costly endeavor. Without a renewed focus on product innovation, aggressive marketing, or a re-establishment of strong local ties, Old Style risks becoming a niche product primarily consumed for its historical significance rather than its market presence. Its future in Chicago will depend on whether its current owners choose to invest in a revitalization effort or allow its market share to further diminish.
Beyond the Headlines
The story of Old Style beer in Chicago is a microcosm of the broader narrative of American regional brands struggling to maintain their identity and market position in a globalized and rapidly evolving consumer landscape. Its decline signifies a shift from a market once dominated by a few large-scale lagers to one fragmented by craft breweries and diverse imported options. This trend reflects a change in consumer values, moving from brand loyalty based on tradition and affordability to a preference for variety, quality, and often, local provenance. The emotional attachment many Chicagoans still have to Old Style, despite its low market share, speaks to the powerful role brands play in shaping collective memory and cultural identity. The 'Old Style signs' in dive bars, now seen as beacons of authenticity, highlight a longing for a bygone era and the tangible markers of community history. This phenomenon extends beyond beer, touching upon how communities grapple with the evolution of their cultural symbols and the commercial forces that shape them.
