Rodeo Beer: A Salinas Classic Returns to the Taproom
Rodeo Beer is back — and it’s got history.
Originally brewed in the 1930s by the Salinas Brewing & Ice Company, this American Lager was as local as it gets. From hidden poker hands on the label to rodeo dates printed under cowboy hats, it wasn’t just beer — it was a vibe. And now, we’re proud to bring it back.
Here’s the story behind the original Rodeo Beer — and why it felt right to revive this piece of Salinas brewing history.
The Origin of Brewing in Salinas
Long before craft beer was a thing, Salinas had its own brewing scene. It all started in 1874 with the Salinas Brewery, founded by Lurz & Hagner on Castroville Street. Their early output? A humble 240 barrels a year — but that would grow quickly.
By the 1890s, under German-born brewer John H. Menke, the brewery expanded into a real operation, producing over 2,000 barrels annually. The early roots laid the foundation for what came next: Salinas Brewing & Ice Co., which opened after Prohibition with big ambitions.
Salinas Brewing & Ice Co. and the Birth of Rodeo Beer
When Prohibition ended in 1933, brewing came roaring back. Investors snapped up the old Salinas brewery and brought in Armin L. Neubert, a retired brewing engineer from Santa Cruz, to help get things running again. Armin and his son modernized the facility, and by 1934, the brewery was pumping out up to 30,000 barrels a year.
The flagship lineup included “Monterey Beer,” “Monterey Ale,” “Monterey Bock” — and a standout hit called Rodeo Beer (pronounced ruh-DAY-oh by locals).
They didn’t stop at traditional branding, either. The brewery’s marketing was ahead of its time.
Rodeo Beer’s Legendary Label: Cowboy Hats and Poker Hands
Let’s talk about the wildest beer label you’ve probably never seen.
Rodeo Beer labels featured a tear-away paper cowboy hat that revealed the local rodeo calendar underneath. Flip the bottle over, and you’d find one of 1,000 different poker hands printed on the back — used to decide who bought the next round.
Pull a Royal Flush? You could redeem it at the brewery for a free case of Rodeo Beer. Pretty rad.
The slogan?
“Don’t Gamble — Drink Rodeo Beer.”
Which, ironically, didn’t sit well with the Alcohol & Tax division of the IRS. The promotion was shut down, and new labels were printed without the hats or hands. But the idea stuck — and became local legend.
Why We Brought Rodeo Beer Back
At Alvarado Street Brewery, we’re always looking ahead — but we’ve got a soft spot for our roots. Reviving Rodeo Beer wasn’t just about retro appeal. It was about honoring Salinas' story and the people who built it.
This new version is a crisp, clean American Lager, brewed to be refreshing, unpretentious, and a little nostalgic. Perfect for rodeo season, hot summer days, or kicking back with friends. And yes — we even worked a little nod to the poker hands into the packaging.
A Toast to Tradition (and a Damn Good Beer)
Whether you’re a longtime local or just discovering Salinas, Rodeo Beer is a chance to sip a little history. We’re proud to bring it back, brewed fresh by our crew and packed with California character.
Come try it at our taprooms, raise a glass at California Rodeo Salinas, or grab a sixer to share with your crew.
It’s an American original — back in the saddle.
