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Craft Beer History Is Impressive
Today’s Ruhstaller beer stands as a revival of the Ruhstaller brewery of the late 1880s, both have a heritage of Sacramento beer and hops. But the similarities persist between past and present with the strong commitment to locally sourced ingredients and quality. Today, Ruhstaller’s has a California sourced ingredient list that features almost exclusively California sources. The Ruhstaller Brewery of the past was also a popular local ingredient brewery for several decades, just after the California Gold Rush era (1849-1855) and met its demise due to the prohibition of 1920 to 1933.
Captain Frank Ruhstaller came to America at age 15 and arrived in Sacramento in 1865. In Sacramento he started working in breweries and a few years later bought his first brewery. Upon his death in 1907, the local newspaper wrote in its obituary, “Without doubt, no death has ever caused more regret in this town than that of Captain Frank J. Ruhstaller. He was a beloved gentleman in every way.
The history of today’s Ruhstaller beer centers on Sacramento as it was with the original Ruhstaller brewery. Frank Ruhstaller built the largest brewery west of the Mississippi in Sacramento. It’s amazing because Sacramento at one time had 16 breweries in the city. Much of Sacramento’s economic success was based on population growth (due to the Gold Rush), agriculture, large water sources, rail, and ocean access. From 1870 to 1880, the Sacramento region became the hop capital of the world thanks to the success of quality beer. Regional hop growers even exported their hops to Europe.
An interesting fact of the time is that Adolphus Busch came to America in 1857. In 1861 he married the daughter of another German immigrant named Eberhard Anheuser. Mr. Anheuser had started a small brewery in St. Louis, MO in 1857. After the Civil War, Busch went to work for his father-in-law at the Anheuser Brewery located “west of the Mississippi”. Here’s what’s interesting: Frank Ruhstaller had built the Ruhstaller brewery empire in Sacramento to be the largest west of the Mississippi in 1881. He did it all by himself.
In a Californian era when agriculture was king, it was the quantity, quality and variety of hops that was surprising for the time. Sacramento would eventually become the primary supplier of hops to much of America’s and the world’s breweries.
You could say that the Ruhstaller Brewery (formerly) was one of the first high-end craft breweries. They produced a steam beer 15 years before Anchor Steam was established. According to Beer-FAQ, “Steam beer is a style of beer that originated in California during the Gold Rush. They are usually clear and crisp like a lager, but also full-bodied like an ale. The taste is toasty and malty but with quite aggressive hopping and carbonation. The brewing process is unique as it uses lager yeast but brewed at warmer beer temperatures.“
Taking over the banner of the original Rruhstaller Brewery, Ruhstaller Beer began operations in 2011. The culture of the first Ruhstaller Brewery is the foundation of today’s award-winning “Ruhstaller Beer•Sacramento”. The founder and manager of Ruhstaller Beer is Mr. JE Paino. JE, as he prefers to be called, graduated from UC Davis with a degree in commerce; the beer career came later. He impresses me as a down to earth guy who appreciates the team approach and is totally customer focused. Like many business builders, he is driven by the quality of his ingredients and that quality starts with the hops, i.e. Sacramento hops.
JE has been very methodical in creating an award-winning craft beer brand, building on Sacramento’s rich history of beer, grains and hops. The company spent a great deal of time and money maintaining the hop industry that remains today. From 3 local hop farms, enough hops are produced to supply Ruhstaller Beer with most of the hops they need, with the exception of 5% that comes from outside of California. Even the barley comes from farmers in Northern California.
I have no hesitation in believing that California offers the best terroir/environmental conditions for growing premium hops. “I proved that with our own 10 acres of hops,” Paino says. When driving west on I-80 in Dixon, CA, you can see their hop farm next to the road. “At Ruhstaller Beer, we believe that great beer starts with the best ingredients. Just like our founder, Captain Frank Ruhstaller, we partner with California hops and barley growers to grow the finest Californian ingredients for our beers.
To show just how serious Ruhstaller Beer is about their commitment to ingredients, they launched a Hop School to teach the history of Ruhstaller, the techniques needed to grow premium hops, and to help consumers understand the foundations of a good beer. Actually the course is not free, in 2019 they charged $30 per participant for 6 sessions and they provided lunch and beer.
Interestingly, Sacramento was the hop capital of the world and this era is generally recognized as beginning around 1850. A hop grower from this period started a hop farm located in what is now the University of Sacramento. In 1904, this producer supplied hops to the Guinness brewery.
Research indicates that most people buy craft beer based on regional identity, recommendation, positive trial experience, label design, and brand loyalty. If a brewery owner and his employees are passionate about what they do, this will inherently drive quality and customer recognition. The value of quality, passion and a recognizable corporate culture that is recognizable will drive consumer loyalty to the brand.
To paraphrase a legendary New York advertising genius: if it doesn’t sell, everything else doesn’t matter. Ruhstaller Beer’s marketing approach probably had a profound impact on brand image. As just mentioned, Ruhstaller Beer•Sacramento builds on a historic regional name known for its consistent quality, support from local producers and an identity consumers can relate to. From the faucet handles they make from old farm implements to the abstract image of a stylized silhouette of a man with a cigar and the name “Sacramento” on their labels; they created a brand that was easy to understand and created affinity. Who doesn’t love the success story built with the beginnings of an upstart western brewery?
In the Yolo County News article by Bret Johnson, JE Paino (founder Ruhstaller Beer) says about the marketing of beer: “You can’t just have a good story with a good name on it. First you have to have good beer. When Sacramento was the biggest hop-growing region in America before prohibition, brewers competed on quality, not Super Bowl ads. No gimmicks. It had to be good beer. That’s why Ruhstaller (the namesake of today’s Ruhstaller) put a gold rim on the lip of the glass because it was supposed to be better beer.” The Ruhstaller family presented Paino with one of the original gold-edged glasses.
In that same interview, Paino predicted that beers made from local hops will cost an extra 50 cents per bottle. To justify the cost, it is essential that the consumer be aware of the value and purpose of quality ingredients that bring aroma, flavor and mouthfeel to the quality craft beer experience.
This is Ruhstaller Beer•Sacramento: Yes, the name matters. The resurrection of the iconic JE Paino name comes with best wishes from the surviving Frank Ruhstaller family. Today’s Ruhstaller beer is unique in the craft beer industry because of its history. This craft beer brand has roots dating back to 1881 in humble beginnings. The history of Ruhstaller Beer today is the documented history of Frank Ruhstaller, the history of Sacramento as the beer capital of the western half of the United States, the history of ingredient sourcing, and a deep history of corporate culture. We can always learn from the masters of old. Mr. JE Paino adds to Ruhstaller’s heritage/history by adding a deep understanding of building brand loyalty on true quality.
History can make good beer!
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