Red Rocker Lager is a new beer from rock legend Sammy Hagar
He’s known as the Red Rocker and former singer for the rock bands Van Halen and Montrose, but Sammy Hagar is also known for his success in the spirits industry, most notably tequila.
He’s now getting into the craft beer business, according to a press release. Hager’s beer, called Red Rocker Lager, is brewed right here in Detroit Rock City by Red Rocker Brewing Co. The relatively new company, based in Canton. It is brewed in Corktown at Brew Detroit’s facility.
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“Rock and roll is at the heart of Red Rocker Brewing Co. and there is no better place to brew our beers than Detroit Rock City,” Hager said in a press release issued Monday. “We created Red Rocker Lager to not only honor the fans but also pay tribute to the spirit of Detroit rock and roll.”
Hager says he worked for several months with the president of Red Rock Brewing Co. Cameron Schubert and Brew Detroit to craft the beer to their liking.
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Next month, Red Rocker Lager will be officially launched in Detroit at a concert.
Red Rocker Lager is a Mexican style lager at 4.3% ABV. It is described on the can as a “crisp, easy-drinking beer brewed Mexican style.”
“He’s kind of an average body,” Hager said in a phone interview Monday. “It’s not as light as Corona or Tecate. It’s more like a Modela.”
He said Mexican beer is somewhat bitter because of the hops.
“It made my food a little sweeter, and got a clean, crisp flavor but with enough body on your palate where you can get more flavor out of the drink.”
Hager, 75, said making beer was something he tried to do before he got into the tequila business. He found it difficult because it is carried out in large quantities and is perishable.
He now works with Brew Detroit and likes the results.
“Without a partner, I can’t do anything. I can’t run a brewery, and I’m not a brewer. … I’ve found a good partner, and I’m ready to go. And I’ve found one in Eric Schubert.”
Hajar said the partners helped him achieve success. He created Cabo Wabo Tequila, named after the Cabo Wabo cantina in Cabo San Lucas, Mexico, in the 1990s. Tequila was a huge success and grew to become the #2 premium tequila drink in the United States
He sold most of his stake in 2007 and then the rest three years later for a total of nearly $100 million. Another brand, Hagar’s Santo Tequila and Mezquila, is in partnership with celebrity chef Guy Fieri, and he also has Beach Bar Rum with rocker Rick Springfield.
Additionally, Hager launched Sammy’s Beach Bar Cocktail Co., which makes ready-to-drink canned sparkling rum drinks containing his signature Puerto Rican rum. Hajar’s other successes include publishing, television and radio. His third book, Sammy Hagar’s Cocktail Greatest, is his first book of cocktail recipes.
Hager loves the fact that Red Rocker Lager will be brewed in one of Detroit’s oldest areas. “What I love about it is… I’m obsessed with cars. It was where they made car parts,” he said.
Hager also talked about his long history with Detroit, first with Montrose in 1972.
“We played 12 times in one year at Cobo Hall,” he said. “And we were the opening act.” He noted that Montrose has opened for the J. Geils Band, Humble Pie, Emerson, Lake & Palmer, Aerosmith and Ted Nugent.
Detroit is a rock ‘n’ roll city and its people are his type, he said warmly.
“There’s something about Detroit,” he said. “I’ve always done well with my music in Detroit. It’s just one of those cities. Every tour, I’ve played in Detroit.”
He said Detroit will be “a real party and a great launch” for his craft beer.
Hager said he’s a pilsner and lager guy but Red Rocker will brew a lot of different beers.
“I want to make a white Belgian beer too. But this is the first beer I can say is my beer. It’s my favorite beer, and I can say it’s perfect for my taste.”
Sold in four 16-ounce cans in stores and bars throughout Michigan, Red Rocker Lager will also be available to order online at redrockerbrewing.com and ship.
Tickets for the October 23 concert and launch party will go on sale at 10 a.m. Tuesday for Fanclub pre-sale. General ticket sales begin at 10 a.m. Friday via LiveNation.com.
Contact Detroit Free Press food and restaurant writer Susan Selasky and send food and restaurant news and tips to: selasky@freepress.com. Follow @SusanMariecooks on Twitter. Subscribe to the Free Press.
