Slosberg himself had served for years, since the brewing company emerged from Northern California in the mid-1980s, as a relentlessly sunny ambassador of beer made in small batches with traditional ingredients. He, for instance, starred in nationwide television ad campaigns, beginning in 1994, and devised a crystal-clear beer-style chart still popular today. It was no wonder, then, that the terms of the Gambrinus deal stipulated Slosberg stick around two years as a pitchman.
Watch a 1994 TV ad starring Pete Slosberg.
The deal, too, came as hundreds of smaller-scale breweries closed up shop or fled onto the balance sheets of better-endowed competitors. Between 1996 and 2000, as many as one-third of brewing operations producing fewer than 2 million barrels annually went out of business. Pete’s was a survivor, at least brand-wise (though Gambrinus would discontinue it in early 2011).
It was a symbolism most perfect that Slosberg and team, for all intents and purposes, exited in June 1998—just as the wave of closures slammed the book shut on a major chapter in American beer, that of the rapid rise of smaller-scale operations. The book, of course, would soon open again on similarly rapid growth, the sort the same operations experience today.
Read more Acitelli on History posts.
Tom Acitelli is the author of The Audacity of Hops: The History of America’s Craft Beer Revolution. Reach him on Twitter @tomacitelli.
Pete’s Pub Ale was one of my favorites when I was in my early 20’s…I wonder if I would feel the same 15 years later..there are so many good micro brews around that I’m not sure how it would stack up…guess we will never know …cheers!
Lets not forget Pete’s Summer Brew, it may have been one of the best ever! A tasteful, delight which spawned many in attempt to copy.
I was saddened to see there departure!
yes!!!!! who made the original strawberrry blonde… i wasnt sam adams it was pete…
The first legal keg of beer I purchased was Pete’s Wicked Ale. It was June 13 1994. Martinettis in Allston MA was the store. Thank you Pete!!
original style,,. og, i graduated in hgh school 94 when we started drinking our generation apprecitiates flavor….
I was of one Petes early distributors in Akron and Canton , Ohio (Fame Beveraage) Petes was my second largest craft after Boston Beer. I still travel with my Petes red and Black duffel bag. In fact today I found a Petes Bobble Head and and put it up on the bar in my Biscayne Home Brew shop in Miami , and put the book “For Pete’s Sake” (signed by Pete) on our coffee table
I am glad your still arould
Pete’s Wicked Ale was the first beer that made me aware of American craft beer after I came US in the late 1999 (and the second was Sam Adams Double Bock). However, when Gambrinus changed the taste of Wicked Ale in 2001, I stopped buying it.
Pete’s Wicked Ale was a fantastic beer! I completely agree with you about it going downhill sometime after Gambrinus got involved. That’s when I left. I was one of the Sales Managers for Pete’s Brewing Company back in the day.
That original recipe for the Wicked Brown was excellent and unique, the brown ale counterpart to Sierra Nevada Pale Ale. As for that beer, homage to hallowed English models allowed something new to emerge. Wellington Brewery in Ontario makes a strong brown ale that reminds me of that beer but it is higher in abv and really isn’t the same. Would be grateful for suggestions on current products which resemble the original Petes Wicked Ale.
Gary
Petes Wicked Strawberry Blond is my all time FAV!!
Where can I get some. I have a friend that has been looking for it in Florida and would like to get him some as a surprise
Wondered what happened to “Petes”… I’ve been involved in three “take-overs” and in each case, it was a disaster (insteading of following the “formula” they brought in THEIR management team who really knew how to run (ruin) a company… (one company who had a solid 7-10% growth rate for 15 years was hemorrhaging 5 million a year immediately after take over)
I loved the maple porter. I have been trying to clone it for years and can’t get there. I have a batch that’s hopeful now 7 days till the test. He’s a master brewer I liked just about every beer they put out but wicked ale was a must have in my fridge for years. Thanks for some of the fantastic brews.
I worked for the same company that Pete did when he created the Wicked Ale, and he used to supply it for our company beer busts. It was surprising that he didn’t leave the company until well after the beer became a big seller. It was the reason I love craft beer.