MALTA — Stewart’s Shops is bringing back Mountain Brew, its house-brand lager, to its shelves in February, nearly five years after it was discontinued. The announcement has generated a wave of excitement from fans of the long-gone beer, despite its previous lackluster sales.
Gary Dake, president of Stewart’s Shops, made the announcement earlier this week on X (formerly Twitter). The decision has sparked mixed reactions on social media, with some expressing disbelief, while others celebrated the news as a “Christmas miracle.”
Mountain Brew was originally discontinued in 2020, the same year the COVID-19 pandemic upended businesses across the country. At the time, Dake had referred to the decision as adding “to the misery” of an already challenging year. The beer, which had been sold for a decade, was pulled from shelves after struggling to compete with more popular offerings like craft beers, IPAs, and hard seltzers.
Despite its demise, the lager has remained a part of Stewart’s Shops’ identity, which is better known for its coffee, ice cream, and root beer. The company previously noted that the lager’s lack of strong sales made shelf space more valuable for other trending beverages, such as hard seltzers like White Claw.
The lager’s return will involve a new brewing partnership, though details about the producer remain undisclosed. Robin Cooper, a spokesperson for Stewart’s, mentioned that the new batch of Mountain Brew will differ slightly from the original, suggesting a refreshed recipe. The exact brewing location, label design, and release date will be revealed closer to the February relaunch.
Stewart’s Shops has not yet confirmed where the beer will be brewed, but the company has found a “great local partner” to handle production. Fans of the iconic brew will have to wait until next year for full details, but the nostalgia surrounding Mountain Brew’s return is already gaining momentum.
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