The seasonal beer is getting a fresh look and is available in select retailers for the first time
Countdown—Two weeks until opening day!
ROCHESTER, N.Y.—Nov. 22, 2024—Rohrbach Brewing Company is bringing back its fan-favorite Village Lager, created in partnership with the sixth annual Roc Holiday Village, presented by Five Star Bank. This crisp, classic German lager, featuring a bready malt backbone and subtle hops, is getting a fresh new look and is being re-released after a highly successful debut in 2023. Last year, Village Lager sold out within its first two weeks.
For the first time, Village Lager will also be available for purchase in select retail outlets throughout the greater Rochester area, allowing fans to bring the magic of Roc Holiday Village home.
Village Lager can now be found at the following retail locations:
- Wegmans (Brockport, Calkins Rd, East Ave, Eastway, Holt Rd, Irondequoit, Latta Rd, Marketplace, Mt. Read, Penfield, Perinton, Pittsford, Ridge-Culver, Ridgemont)
- 7-Eleven (E. Main St, Monroe Ave)
- Aman’s Farm Market (2458 East Ridge Rd, Rochester)Beers of the World (2599 E Henrietta Rd, Rochester)
- Little Theatre (240 East Ave, Rochester)
- Steamer’s Basin Trading Co. (640 Pittsford Victor Rd, Pittsford)
- Unwine’d (260 E Broad St, Rochester)
“We’re excited to bring back Village Lager with a refreshed look and expanded availability,” said John Urlaub, owner, Rohrbach Brewing Company. “Its overwhelming success last year showed how much the community loved this special lager, and now even more people will have the chance to enjoy it—both at Roc Holiday Village and at home.”
“This holiday season, we’re proud to collaborate again with Rohrbach, a cherished Rochester institution, to bring a special beer to Roc Holiday Village. The Village Lager is the perfect addition to our offerings, creating a festive experience for craft beer lovers and anyone eager to try something unique. It’s sure to hit the spot and enhance the holiday spirit at our event,” said Jenna Knauf, co-owner of Roc Holiday Village.
Visit Roc Holiday Village every Wednesday through Sunday, beginning December 6, to explore Village Lager alongside a variety of festive bar offerings.
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About Roc Holiday Village
Roc Holiday Village is Rochester, New York’s favorite, magical winter festival delighting people of all ages. Roc Holiday Village 2024 will celebrate its sixth season from December 6 to 29 and present 17 days of enchanting festivities. The annual downtown festival features outdoor seating and fire pits, free ice skating and skate rentals, a unique shopping village, indoor and outdoor bars with tasty food and drinks, free visits with Santa, hand-crafted goods, cozy winter igloos, free crafts for kids, holiday celebrations, live music, private events, nightlife and more. Roc Holiday Village is owned and produced by Rochester natives Jenna Manetta Knauf, owner of Bella Events Group; Kelli Marsh, owner of Kelli Marsh Photography; and Sean McCarthy, owner of McCarthy Tents & Events. Roc Holiday Village 2023 drew more than 185,000 people of all ages to the heart of downtown Rochester at Dr. Martin Luther King Jr., Memorial Park.