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Lucky Lager is a mass produced beer, generally sold at a low price, that was originally made by General Brewing Company in San Francisco, California beginning soon after the repeal of prohibition. == History == Lucky Lager was first commercially introduced in 1934 by the General Brewing Company. The General Brewing Company was founded in San Francisco, California by Eugene Selvage (who would remain owner and CEO until 1961)〔" Eugene Selvage Retires As President of Lucky Lager." Humboldt Standard 3 March 1961: Pg. 9〕〔Sullivan, Pat. "Fleisher, Green Tied For Lead / Seniors Cutting Up Silverado Course." San Francisco Chronicle 09 Oct. 1999: Sports〕〔(George Archer is a rookie golfer who—for press - 04.13.64 - SI Vault )〕 Lucky Lager Brewing Company opened a second brewery in Azusa, California in 1949. During the early fifties, a brand slogan was "It's Lucky When You Live in California." It was seen on many billboards in Northern California. The following decade saw Lucky Lager grow to be the sales leader in the entire West. It bought smaller breweries in Vancouver, Washington in 1950 and in Salt Lake City, Utah in 1960. In the 1960s, Lucky Lager Brewing Company sponsored the Lucky International Open. Lucky's 1963 McCann Erickson ad campaign included the song "Go Lively: Get Lucky", by Richard Adler.〔''Go Lively: Get Lucky'', Richard Adler, arranged by Sid Ramin. Promotional LP, McCann Erickson Advertising, San Francisco, RR-25659, recorded 12/27/1962〕 The Salt Lake City brewery was closed in 1967.〔Van Wieren, Dale P. American Breweries II (West Point, PA.: East Coast Breweriana Association, 1995) 17, 37, 372, 385. 〕 Lucky Lager Brewing Company changed its name back to General Brewing between 1963 and 1969, and then changed its name to Lucky Breweries, Inc. in 1969. During the late 1960s, Lucky Lager's market share faltered among younger drinkers. This led to the ill-fated introduction of King Snedley's Beer. According to some accounts, King Snedley's was just Lucky Lager repackaged with a different brand and marketed toward counterculture hipsters. The new brand flopped and was withdrawn from the market, though it would reappear briefly in 1975. In 1971, millionaire beer baron Paul Kalmanovitz bought Lucky Lager Brewing and again changed the name back to General Brewing Company. The Azusa, CA brewery was closed immediately. The San Francisco brewery was closed in 1978. This left Vancouver, WA and Cranston, RI as the only locations where Lucky Lager was brewed.〔Decamp, Bob. "It's Lucky When You Live in the West" Beer Cans and Brewery Collectibles (Feb/March 1997) 6-8. 〕 In the late 1970s, General Brewing took advantage of the "generic brand" marketing craze in the US by producing beer with plain white labels emblazoned with the word BEER. Rumors surfaced that BEER was simply repackaged Lucky Lager. When the generic craze died, and the microbrewery movement took off, General had a hard time maintaining profitability as a brewer of inexpensive beers. The fact that Lucky Lager tasted no worse than expensively-advertised "premium" brands such as Budweiser or Miller did not impress a market of drinkers where image was frequently more important than taste. The brewery's fortunes began to decline. After the Vancouver, WA brewery shut down in July 1985, the Olympia Brewing Company in Tumwater, WA began to produce this lager in the US. On 1 July 2003, this brewery was also closed. Since then, Lucky Lager has been brewed in Irwindale, CA, along with other brands such as Olympia and Rainier. Lucky was actually brewed on Vancouver Island in Victoria until 1982, when Labatt Breweries of Canada moved off the Island and tore down the brewery to prevent any competition on the Island. Labatt now brews Lucky out of Edmonton, Alberta in the same brewery where they produce Budweiser for all of Western Canada. In 1995, Labatt was purchased by Belgian brewer Interbrew. Interbrew was then purchased by Brazilian brewing giant Ambev in 2004 and the company became Inbev. On 13 July 2008, Inbev merged with Anheuser-Busch, making AB InBev the current owners of the Lucky Lager brand in Canada. Brewing and distribution rights in the United States are owned by the Pabst Brewing Company. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Lucky Lager」の詳細全文を読む スポンサード リンク
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