News

Beer raises spirits, money

Sales benefit restoration of the Potosi Brewery

By Craig Reber

POTOSI, Wis. — Like the fabled Wells Fargo Wagon in the musical "The Music Man," a score of Potosi-area residents hailed the arrival of a beer truck Tuesday morning on Potosi 's Main Street .  

Trausch Distributing, of Prairie du Chien, delivered the first shipment of Potosi Light beer to the Potosi Brewery Bottling House. Numerous retail outlets throughout southwest Wisconsin are selling the beer. Sales benefit restoration of the Potosi Brewery.

The Potosi Brewery Foundation formed in February 2000 with a goal to restore the historic landmark, which had fallen into disrepair. In early 2001, the foundation began a campaign to raise the $3.4 million needed for restoration.

Plans call for the brewery to house a restaurant, gift shop, microbrewery, interpretive center for the Great River Road , and the Potosi Brewery museum.

The brewery was established in 1852. It became the Potosi Brewing Co. in 1906. It ceased operation on Dec. 31, 1972 . For 120 years, the brewery produced a variety of beers, including Good Old Potosi, Holiday , and Augsburger.

The new beer is an important element of the fund-raising effort. Earlier this month, the foundation, in order to preserve trademark rights to the Potosi label, produced the new beer that is brewed by City Brewery in La Crosse .

"Use it or lose it," said project coordinator Frank Fiorenza, who explained that the rights expired in September 2003. "Just in the nick of time." The foundation was granted a six-month extension. That was to expire Thursday.

Fiorenza calls the beer revival a great way to promote and contribute to the restoration effort.

The packaging, featuring former brewery employees from the 1890s, was designed by foundation board of directors member, Roger Scholbrock , of Potosi .

According to foundation member Dan Durley, whose grandfather delivered Potosi Beer, approximately $480,000 has been raised through banquets, auctions, raffles, the sale of memorabilia items and successful grant applications.

"Patience, perseverance and persistence," said Fiorenza. "This is going to happen."      

©2004 The Telegraph Herald