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August 29, 2018

Rhinelander: Monday, August 29, 2018: Ms. Jyoti Auluck, Founder, President and CEO of Rhinelander Brewing Company is pleased to announce that she is going to triple the brewing capacity in its location in downtown Rhinelander. Local residents may recall that we did the Grand Opening of our brewery, tap room and gift shop only 4 months ago - on April 13.  The response from locals as well as visitors to the area has been nothing short of amazing. We have been running out of stock on our Hodag beers made in Rhinelander on long weekends and we have had to ration the Growlers so that more people can enjoy the great tasting beers made by our Brewmaster Al Ewan and his apprentice brewers – Brad Schmidt and Brian Carpenter.  A number of local bars have wanted to purchase our Hodag beers; however, so far we have been unable to sell them any of our delicious Hodag beers in kegs.

This expansion will increase our capacity by 350% and we will soon order the new Brewhouse and upgrade other equipment as needed. 

To celebrate this sizeable investment and expansion, we are pleased to have an event on Monday, September 10th - 10 AM to 1 PMat our Brewery, Tap Room and Gift Shop. We are inviting all local bar and tavern owners and staff, as well all local residents over 21 years old to join us in celebration. They will get a free pint of one of our Rhinelander/Hodag beers from 14 taps in our tap room. All you have to do is mention the secret code “Hodag 1882” and the first 100 people will get a free Hodag Branded growler with any fill.

Our Brewmasters and staff would love to talk about the beers we make during the event.


As people in the Midwest will recall fondly, the historic Rhinelander Brewery produced the finest beers at its brewery from 1882 to 1967, owned by Otto Hilgermann and Henry Danner located at Ocala Street in Rhinelander, next to the  Pelican River. The former brewery location is now the Eye Clinic of Wisconsin at 2 E Ocala St. It was closed just like hundreds of other breweries closed with the advent (and aggressive tactics) of multi-national mega breweries. Interestingly, Mr. Hilgermann and his family lived in the house across the street from the brewery at 919 Arbutus St. complete with a 5 foot tunnel under the street and a 2 inch beer pipeline to his house.  For many decades, Rhinelander Shorty was the most successful regional brand sold in the Midwest.

During the period from 1882 to 1967, Rhinelander Brewery put Rhinelander on the map.  The returnable Rhinelander Export Lager and of course, the Rhinelander 7 oz Shorty is still etched in the memory of millions of Midwesterners.  The historic Joseph Huber Brewery in Monroe, WI kept on producing Rhinelander beers in the 12 oz  returnables from 1970s for another 35 years.  The famous Rhinelander returnables lost their lustre in the early 2000s when the customers gradually stopped bringing back their Rhinelander returnable bottles.  Joseph Huber Brewery switched Rhinelander beer to cans and soon the Northwoods lost one of its most famous beers.

In June 2011, the Canadian born Ms. Auluck re-launched Rhinelander Shorty with  great success.  It took her 2 years, requiring a sizeable capital investment and acquiring the original recipe and taste of the original Rhinelander Shorty beer.

The response throughout Wisconsin and the Midwest was nothing short of amazing.  Almost every retail store and bar started selling the Rhinelander Shorty throughout US and parts of Canada.   

Keeping the “best quality” that the original Rhinelander Brewery stuck to for 85 years of its existence, Ms. Auluck expanded the Rhinelander family of beers to Rhinelander Lager and Rhinelander Light 12oz, Thirsty Miner Craft Beers, as well as seasonal Rhinelander Oktoberfest. Also in early 2016, she launched her Rhinelander Hard Root Beer and her company now sells over 1 million pints of beers per year throughout the country making it one of the largest breweries in Wisconsin.

The new brewery, tap room and gift shop was opened in April 2018, where we offer Hodag Ales made here and other Rhinelander Brewery beers in branded Growlers at the most competitive prices. We also offer beer in cans and bottles including Rhinelander Light, Uptown Girl Light Beer, Thirsty Miner American IPA, Double IPA and Chocolate Stout, Hammer Lager, Braumeister Light and Shorebreak IPA. Our Gift and Bottle Shop merchandise has been greatly expanded as well.

A number of new items are being added to the Rhinelander Brewery Museum, including dozens of old Shorty Cartoon posters. Ms. Auluck is urging local residents to donate additional historic Rhinelander Brewery memorabilia.  Donated items are being displayed for enjoyment by locals and visitors alike.  The donators’ names will be acknowledged in the museum with the display of the artifacts.  

Rhinelander Brewing Company’s new location on Brown Street sells a lot of its beers and other alcoholic products but it does NOT sell its own branded beers that are carried and marketed by other Rhinelander based retailers.  This is Ms. Auluck's way of supporting local businesses and a way of thanking Trig’s Cellar 70, Stein’s, WalMart, and other local retailers who have supported her immensely over the last 7 years, thereby contributing greatly to her success. 

Ms. Jyoti Auluck, President & CEO of Rhinelander Brewing Co is available for interviews. 
E-mail her at or by telephone at (715) 550-BEER.

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