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Lager is expected to be out in draft, bottles about April
By Rick Armon
Beacon Journal staff writer
Published on Tuesday, Dec 11, 2007
Hoping to capitalize on Akron's love affair with all things kangaroo, three entrepreneurs plan to market a new line of beers under the name RooBrew.
RooBrew Lager — made on contract at Akron's Thirsty Dog Brewing Co. — is expected to be available in bottles and on draft around April.
Akron has gone Roo crazy since the University of Akron rolled out its ''Fear the Roo'' marketing campaign for athletic teams two years ago. The city is now ''Roo Town'' and Zippy, the university's kangaroo mascot, has become one of the area's most recognizable symbols.
''It seems the Roo is taking over, excuse the expression, from where the blimp left off,'' said Gordon Schorr, 59, of Lake Township, a retired Goodyear Chemical executive and one of the Roo-Brew backers.
The other investors are John Myers, 51, of Tallmadge, a former sales and marketing worker with ASW Services; and Barry Rosenbaum, 65, of Shaker Heights, a retired Exxon and OMNOVA Solutions executive.
RooBrew grew out of their passion for beer. Schorr and Rosenbaum lived in Europe for a while and had the opportunity to sample European beers.
Schorr also has brewed his own for about five years at the Brew Kettle, a brewpub in Strongsville that allows people to make their own beer there.
RooBrew Lager is the first style in what they hope is an eventual stable of six beers. Thirsty Dog owner John Najeway described it as a traditional German-style
lager with a golden color and 6 percent alcohol.
Other examples in that style include Great Lakes Dortmunder Gold, Gordon Biersch Golden Expert, Hofbrau Lager and Buzzards Bay Olde Buzzard Lager.
Schorr, Myers and Rosenbaum have yet to announce a specific price for a six-pack, saying only that it will be competitive with other craft beers. They also haven't determined the other styles.
A successful RooBrew could help underwrite some other business ventures, Schorr and Myers said during an interview at the Thirsty Dog brewery on Grant Street.
''We don't need the money and we're having fun with it,'' Schorr said.
Not UA-affiliated
RooBrew isn't affiliated with the university, although the three men have connections. Schorr, Myers and Rosenbaum work with the University of Akron Research Foundation on economic development activities.
The budding beer barons are sensitive when asked whether there is a connection with the university, knowing the danger of a school being linked with alcohol.
They admit playing off the school campaign, but that's it. RooBrew is an independent venture, they said.
The company logo features an outline of a kangaroo, and blue and gold — the school colors.
The university, though, isn't opposed to RooBrew.
''The university has not trademarked the word Roo,'' UA spokesman Ken Torisky said. ''And it has no objection to anyone using the word in regards to a product.''
Bill Hauser, assistant professor of marketing at the University of Akron and associate director of the Taylor Institute for Direct Marketing, predicts some success based on the popular Roo connection and relationship with the well-respected Thirsty Dog.
''They are riding a wave, but I think it will go,'' he said. ''Obviously, it will depend on how the beer tastes.''
The craft segment of the beer industry continues to surge, with sales jumping 17 percent the first six months of this year compared with the same period last year. It also has exceeded more than a 5 percent share of total beer sales for the first time, according to the Brewers Association, a trade group in Boulder, Colo.
'Contract beer'
Instead of building a new brewery, Schorr, Myers and Rosenbaum opted to have their beer made by Thirsty Dog. It's a process commonly referred to as a ''contract beer,'' when a company without equipment hires a brewery to produce its beer. (Thirsty Dog was brewed on contract for years before opening its own shop in Akron this year.)
''The reason companies go the contract route is often because a less significant investment is needed to launch,'' said Paul Gatza, director of the Brewers Association.
It can cost six and even seven figures to build a brewery, he said.
''We do see a model where a company may start as a contract and then build a brewery once the investment money can be raised or once sales provide that capital,'' he added.
Some major contract success stories — besides Thirsty Dog — include Sam Adams, He'Brew and Pete's Wicked Ale.
There has been a significant decline in the amount of beer made on contract since the 1990s, mainly because of Boston Beer, the maker of Sam Adams, purchasing brewing operations.
Schorr and Myers said they have no delusion that RooBrew will be the next Sam Adams. They are focusing on pushing the brand as a regional beer.
Reaction has been positive so far, Myers said.
''We've got to the point now where people are approaching us as potential investors,'' he said. ''You know you're onto something when you're getting unsolicited investors.''
Rick Armon can be reached at 330-996-3569 or rarmon@thebeaconjournal.com.
Hoping to capitalize on Akron's love affair with all things kangaroo, three entrepreneurs plan to market a new line of beers under the name RooBrew.
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