Lucky Lager Beer Gets an East Bay Rebirth

San Leandro's 21st Amendment now brews and cans it.


Image courtesy of Pabst

After a four-decade hiatus, classic local old-skool Lucky Lager beer — launched in the Bay Area in 1934 — has come back home.

Originally made by San Francisco's General Brewing Company and soon becoming the state's second-best-selling brew, Lucky Lager soared in popularity nationwide, with two million barrels sold per year by the early 1960s.

Over the ensuing decades, however, its popularity and visibility faded with the rise of the microbrewery movement and company closures and buyouts. 

Now holding distribution rights to Lucky Lager, Pabst has reimagined this old favorite and is re-launching it as a premium 4.2 percent ABV lager, brewed and canned by San Leandro-based 21st Amendment.

“San Francisco is a town where anyone with a persevering mindset and dedicated spirit can get ‘lucky’ and strike it big,” said Pabst general manager Matt Bruhn.

“We want Lucky Lager to be your reward for a hard day’s work."

According to company insiders, this new/old beer breathes the aroma of sweet corn, toasted bread, honey, malt, and light citrus notes — thanks to floral earthy hops.

And it's now available exclusively throughout the Bay Area. 

San Francisco-based Hatch design company created the new can: a modern-day reinterpretation of the iconic original labeling. Six-packs represent the word "Lucky" in five different languages heard commonly on Bay Area sidewalks: English, Chinese, Spanish, Korean, and Vietnamese. Also adorning the cans are lines by California's first poet laureate Ina Coolbrith — who became an Oakland Public Library librarian in 1874.

Pabst is North America's largest privately held brewing company, now encompassing such famous brands as Lone Star, Rainier, Stag, and its flagship Pabst Blue Ribbon. 

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