Rock legend Sammy Hagar dives into craft beer, plans Red Rocker Lager debut in Detroit

He is known as the Red Rocker and the former frontman for rock bands Van Halen and Montrose, but Sammy Hagar is also known for his success in the spirits business, most notably tequila.

Now he's getting into the craft beer business, according to a news release. Hagar's beer, called Red Rocker Lager, is made here in Detroit Rock City through his relatively new Red Rocker Brewing Co., based in Canton. It's being brewed in Corktown at the Brew Detroit facility.

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“Rock ‘n’ roll is at the heart of Red Rocker Brewing Co. and there’s no better place to brew our beer than in Detroit Rock City,” Hagar said in Monday's news release. “We created Red Rocker Lager to not only honor the fans but to also pay tribute to the soul of Detroit rock ‘n’ roll. "

Hagar says he worked for months with Red Rock Brewing Co. head brewer Cameron Schubert and Brew Detroit to formulate the beer to their liking.

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Next month, Red Rocker Lager will officially launch in Detroit at a concert event.

Red Rocker Lager is a Mexican-style lager with a  4.3% ABV. On the can, it's described as "a crisp, easy-drinking, lager brewed in the Mexican style."

"It's kind of medium-bodied," Hagar said in a phone interview Monday. "It's not as light as Corona or Tecate. It's more like a Modela."

Mexican beers are kind of bitter because of the hops, he said.

"I made mine a little bit sweeter, and it's just got the clean crisp zing but with just enough body on your palate to where you get a little more flavor out of a drink."

Hagar, 75, said making beer was something he tried to do before he got into the tequila business. He found it difficult because it's something done in large volumes and it's perishable.

Now he's working with Brew Detroit and likes the results.

"Without a  partner, I can't do anything. I can't run a brewery,  I'm not a brewmaster.  ... I find a good partner, and I'm ready to go. And I found one in Eric Schubert."

Hagar said partners helped make him a success. He created Cabo Wabo Tequila, named after his Cabo Wabo cantina in Cabo San Lucas, Mexico, in the1990s. The tequila was a huge success and grew to become the No. 2 premium tequila in the U.S.

He sold most of his stake in 2007 and then what was left three years later for a total reportedly near $100 million. Another brand, Hagar's Santo Tequila and Mezquila, is in partnership with celebrity chef Guy Fieri He also has Beach Bar Rum with rocker Rick Springfield.

In addition, Hagar launched Sammy's Beach Bar Cocktail Co., making canned ready-to-drink sparkling rum drinks that feature his own Puerto Rican rum. Other Hagar successes include publishing, TV and radio. His third book, "Sammy Hagar's Greatest Cocktail Hits," is his first cocktail recipe book.

Hagar loves the fact that Red Rocker Lager will be brewed in one of the oldest parts of Detroit. "What I love about it is ... I am a car nut. And it used to be where they made car parts,"  he said.

Hagar also spoke of 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 recalled that Montrose opened for the J. Geils Band, Humble Pie,  Emerson, Lake & Palmer, Aerosmith and Ted Nugent.

Detroit, he said heartily, is a rock and roll, blue-collar town and his kind of people.

"There is something about Detroit," he said. "I've always done really well with my music in Detroit. It's just one of those towns. Every tour, I played Detroit."

Detroit, he said, will be a "real party and a great launch" for his craft beer.

Hagar said he's a pilsner and lager guy but that Red Rocker will make a lot of different beers.

"I want to make a Belgian White as well. But this, this is just the first one which I can say this is my beer. It's my go-to, and I can say this is perfect for my palate."

Sold in a four-pack of 16-ounce cans in stores and bars throughout Michigan, Red Rocker Lager will also be available to order online at redrockerbrewing.com and shipped.

Tickets for the Oct. 23 concert event and launch party go on sale at 10 a.m. Tuesday for Fanclub presale. General ticket sales begin at 10 a.m. Friday through LiveNation.com.

Contact Detroit Free Press food and restaurant writer Susan Selasky and send food and restaurant news and tips to: sselasky@freepress.com. Follow @SusanMariecooks on Twitter. Subscribe to the Free Press.

This article originally appeared on Detroit Free Press: Red Rocker Lager is new beer from rock legend Sammy Hagar