Point Brewery Celebrates Point Special Lager

Point Brewery Celebrates Point Special Lager

STEVENS POINT, WI April 24, 2019 – The Stevens Point Brewery is proud to announce 'Point Special Day,' a new can design, improved quality, and the return of summer sweepstakes!

Mayor Proclaims 'Point Special Day'

Everyone is invited to celebrate the inaugural “Point Special Day,” Thursday, April 25th. The Stevens Point Brewery has chosen this day to commemorate its flagship beer, Point Special Lager. In honor of “Point Special Day,” patrons of local retailers can enjoy 12-ounce cans of Point Special Lager for only $1 starting at 4:00 PM while supplies last. See a list of participating retailers here.

According to Julie Birrenkott, Point Brewery’s Director of Marketing, “This is a day to celebrate Point Special Lager, a beer that has been an important part of the history of the Stevens Point Area for more than 100 years. We were proud to receive a proclamation from the Mayor of Stevens Point, Mike Wiza, commemorating April 25th as ‘Point Special Day.’ We are also excited to meet and ‘toast’ Point Special with fans on Thursday!” See proclamation here.

New Can Designed by UWSP Graduate

Cans of Point Special Lager will also sport a new look. Designed by recent UW-Stevens Point Graphic Design graduate Jeffrey Kollock, the new graphics deliver a bold, crafty look. 

According to Kollock, “What attracted me to Point Special wasn't just that it was a hometown brew, it was the rich culture and community that supports the beer. Knowing that everyone, no matter the generation, has a sense of pride enjoying a Point Special Lager because it reflects their hometown.”

This limited-release 12-ounce can marks a fresh creative direction for Point Special Lager and will be available throughout the summer.  The vibrant hand-drawn design plays into this beer's handcrafted quality, while still maintaining its historical brand identity. According to Birrenkott, “We’re confident our new look will appeal to dedicated fans of Point Special Lager and new customers alike.” 

Brewmaster Goes Back to Basics – “Same Recipe, Better Execution”

Point Special Lager is back in a new, old way – and it’s here to stay, according to Brewmaster Mike Schraufnagel. He indicates specific ingredients have come and gone since the repeal of Prohibition, but the ratio of hops, grains, and yeast has remained the same. 

“We still use the same recipe we developed during the craft beer boom, when we replaced corn adjuncts with all-brewers malt. In fall 2018, though, we refined our brewing methods, operating procedures, and lab testing to move Point Special closer to the original flavor. We think it’s clearer, crisper, and 100% balanced,” Schraufnagel said.

Point 'See Red' Sweepstakes

Along with the new limited-release can and “Point Special Day,” the Stevens Point Brewery team is excited to announce the return of the popular “See Red” Sweepstakes.” In specially-marked 12- and 24-pack can packages, consumers will have chances to win prizes by discovering winning Red Cans. 

This year, the company plans to give away more than 550 prizes, including Point Paddle Boards, Apple® Airpods, Facebook® Portals, Pointoberfest tickets, t-shirts, and more. The promotional program is set to start in late April and will continue through the fall. More information is available at www.pointbeer.com/red.

Point Special Lager History

The name “Special Lager” dates back to 1890, when the Lutz family owned the Stevens Point Brewery. It was originally called “Lutz Special Beer.” During Prohibition, the brewery produced a near-beer called “Point Special Beverage.” This was replaced by full-strength “Point Special Beer” after the repeal of Prohibition in 1933. Other notable points in Special Lager history:

  • 1950s: Can production of Point Special Lager begins.

  • 1973: Point Special Lager is famously rated the “#1 American Beer” in a blind taste test conducted by Mike Royko, Chicago Daily News.

  • 1990s: Point Special Lager is shipped out of Wisconsin for the first time.

  • 2003: Point Special Lager won a Gold Medal from the Great American Beer Festival, beating MGD and Budweiser.