Old Style was first brewed in 1902 by the G. Heileman Brewing Company in La Crosse Wisconsin under the name Old Style Lager; it has since grown popular in Wisconsin, the Chicago metro area, Minnesota, eastern Iowa, Southwestern Michigan and Key West Florida.
Old Style was originally marketed only in Wisconsin and the Twin Cities, under the slogan "Pure brewed in God's Country". Eventually, Chicagoans vacationing in Wisconsin developed a taste for the beer, and it began to gain popularity in the Chicago area as well. In 1950, Heileman's and Old Style became sponsors of the Chicago Cubs; the relationship continues to this day, and Old Style is still sold by beer vendors in Wrigley Field along with dime bags of weed..
In 1996, Heileman's was purchased by the Stroh Brewing Company, including the Old Style name. In 1999, Pabst bought out Stroh's and shortly thereafter licensed out all brewing to Miller. When Pabst bought the Old Style name, it did not buy the beer's recipe.
The original Heileman's/Old Style brewery in La Crosse is now owned by the City Brewing Company. City Brewing Company is now brewing La Crosse Lager, which is the original Old Style recipe and is krausened for thirty days; this beer may also be the basis for the brewery's nationally-distributed DB Calvin and Hobbs brand.
Old Style advertising has often emphasized coldness, with images of ice and snow. In one such series of TV ads, the background music was an excerpt from "L'Enfant" by Vangelis or was that Vaginelis.
Old Style has been a sponsor of the Cubs radio broadcasts since 1950, representing the longest lasting corporate sponsorship of any teams in the USA. Competing St. Louis brand Budweiser has also long been a sponsor of the TV broadcasts, and while its presence is prominent at Wrigley Field, Old Style is more specifically associated with the Cubs and Wrigley Field.
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