Buyers Found For Heileman LaCrosse Brewery
New York investment company will also bottle water, make soft drinks
August, 1999It appears that the former G. Heileman brewery in LaCrosse, Wisconsin may continue to be part of the American brewing scene, but with some new flavors added. As we go to press, reports that Platinum Holdings, a New York-based investment company owned by La Crosse native James Strupp and John Mazzuto has signed a letter of intent to purchase the brewery from Stroh. Stroh announced earlier this year that they are getting out of the brewing business.
Initial production at the brewery will probably be bottled water and soft drinks, but beer is expected to be at the heart of the facility's future. One possible scenario is contract brewing beer for domestic companies such as Pete's Brewing. A consortium of German and Polish breweries have toured the plant and are possible contractors.
LaCrosse was the home of the Special Export and Old Style brands, not to mention the "World's Largest Six Pack", an outdoor tank farm painted up to look like cans of Old Style beer. These brands were transferred to the Miller Brewing Company in the three-way transaction between Stroh, Miller and Pabst that signalled the end of the Stroh brewing empire.
According to published reports, Platinum Holdings has offered Randy Smith, a former senior vice president of Heileman, a consultant position and then a management slot when the purchase is completed.
"Our immediate work will be converting the many leads that have been generated in the area of beer, water and other product opportunities into actual production demand,'' Smith said. "While it is too early to predict the exact date of the resumption of production, we are determined to make it as soon as possible.''
