Drewrys History
Northern Origins
The story of Drewrys, a brand closely associated with South Bend, Indiana, actually begins in Winnipeg, Manitoba. In 1877, two years after he’d paddled his canoe all the way up from Minnesota, E. L. Drewry bought the Hermchemer & Batkin brewery and renamed it Drewrys Lake of the Woods. Mr. Drewry was a canny entrepreneur. Realizing that lager was becoming the continent’s most popular beer, he geared his operation to assure the production of large quantities of the liquid. Soon Drewrys Lager and Ale were famous throughout the West of Canada.
A Strong German Heritage
Muessel Brewery was founded in 1852 in South Bend IN, as soon as Christoph Muessel came over from Arzberg Germany. Originally located where the former College Football Hall of Fame now stands, the Muessel family built what later became the Drewrys Brewery at the site on Elwood Ave in 1868. It was a very successful local brand, and the family expanded into real estate and hotel operations. They even started a professional football team, coached by Knute Rockne before he wound up coaching at Notre Dame.
Bad Luck Streak
Tragedy struck the Muessel family in 1915 when general manager Henry Muessel, 15-year old, William Muessel, and their driver were murdered during a burglary. Seven years later Prohibition went into effect, and the plant opted to close down rather than produce soft drinks. After Prohibition, Muessel opened back up, but the Depression was too much. They went completely bankrupt 3 years later in 1936.
Beginnings of Greatness
The South Bend Drewrys story really begins where the Muessel story ends. Having contract-brewed his beers in Evansville for 3 years, E.L. Drewry bought Muessel in 1936 and eventually moved everything there in 1940, the same year he passed away. The company flourished in this new environment, producing dozens of varieties of in-house and contract brands. Outstanding marketing and memorable advertising all helped pave the way for success on the regional and even national levels.
The Pride of South Bend
Drewrys Extra Dry was recognized as a cut above the competition. Noted for its clean taste and subtle, sweet finish, the flavor was reminiscent of traditional German lagers, but without the heaviness. Calling their product “an American Lager with a German accent,” the brewery experienced great success in the 50’s and 60’s, at one time competing directly with Anheuser.
Golden Years
Associated Brewing, a company based in Michigan, bought Drewrys out in 1963, right around the time production was hitting an all-time high of 1,300,000 barrels. The 60’s marked the peak of popularity, and hundreds of South Benders were employed at the old works in one capacity or another. Old timers from the neighborhood distinctly remember the smells, the trucks, the trains.
Big Changes in the Beer Business
In 1972, production at the old brewery came to a permanent halt. G. Heileman bought Associated Brewing, and abruptly shut down South Bend operations. Sure, Drewrys Extra Dry was still produced, but it was downstate in Evansville, in a much more limited capacity. The 70’s marked the advent of Big Beer, where 3-4 brands came to totally dominate the market. Americans have grown used to flavorless, fizzy swill, while the major beer corporations have raked in billions upon billions. At the same time, dozens upon dozens of respected regional names faded into obscurity.
Rust Belt Decay
The old Drewrys brewery on Elwood St. has been sitting neglected for about 40 years. There are rather large trees growing here and there on the roof. It’s beyond repair, but back in the day it was something the city took pride in. Muessel Grove, the park next door, was named for the brewers. The big “D” sign, which once loomed so prominently over the adjacent neighborhood, has faded, but you can still see it a little. It’s as if it doesn’t want to go away.
Rebirth of a Classic
We are pleased to announce the revival of the Drewrys brand. We are just a small group compared to the several hundred strong company that once was, with an initial focus on distribution to Indiana, Michigan and Illinois. We’re bringing it all back… the great beer everyone remembers, the logos and clever marketing, the flavors, the memories, and the good times. For many people in the US – not just South Bend – nothing conjures up good feelings like a delicious regional premium lager. We need to get back to the days where we can drink our beer with some degree of pride.
It’s what Drewry’s is all about.