BIG BEAR HUGGING OWN-LABEL MICROBREWD PREMIUM LAGER

Richard Turcsik

COLUMBUS, Ohio --- Big Bear Stores here introduced a private-label premium larger into the beer category.

Big Bear Premimum Larger, brewed by Hoster Brewing Co., a microbrewer/restaurant that is located in the German Village section of town, is packaged in three-pack 22-ounce bottle that retail for $7.99.

According to the text on the back of the bottle, "Big Bear opened the first supermarket in the Midwest in Columbus, Ohio, in 1934. Since that time, we've been bringing delicious, new foods to consumers in Ohio and West Virginia. We're proud to introduce Big Bear Larger."

Big Bear management thought up the idea for its own beer and approached Hoster Brewing to see if it was interested in creating such a product, said Karen Bennett, director of consumer affairs at Big Bear.

Bennett described the brew as a deep gold beer brewed in the classic larger tradition, designed to appeal to the microbrew consumer. An additional flavor may be added next year.

Big Bear Premium Larger is stocked in the microbrew section of the stores, most of which keep it at room temperature.

John Weixel, sales manager and marketing director at Hoster Brewing, said Big Bear has adjusted the price of its product to make it more appealing. It was initially introduced at $8.99 a three-pack.