Roxy Theatre presents its: No. 1

By Todd Martens, Los Angeles Times
January 6, 2012

As the Roxy Theatre on West Hollywood’s Sunset Strip approaches the big 4-0, owner Nic Adler has a dream for reinvention. It could perhaps be called “The Roxy Draft House.”

“This is where we want to go,” Adler said. “I want to see 40 or 50 beers at the Roxy. We’ve started taking meetings on draft systems, and we want wine on draft. I have the Roxy draft house concept in the back of my mind.”

For now, however, Adler will simply have to be content with having his own beer. Last month, the venerable music venue that opened in 1973 began serving a house beer called No. 1, courtesy of San Diego’s Karl Strauss. It’s an American-styled golden ale with a midrange alcohol-by-volume percentage and a hop flavoring that leans more citrus than bitter.

“For us, Corona and Budweiser, back and forth, were our number-one-selling beers, so I didn’t want to make a bad business decision and bring in something that would be too complicated for people,” Adler said.

Since tapping No. 1 at the music venue, it has been the Roxy’s top-selling beer. The spot’s craft beer makeover, however, really began two years ago, and like most beer-related happenings in L.A. of late, the name Tony Yanow (Mohawk Bend, Golden Road Brewing) is involved. With Yanow’s help, Adler has for two years now staged the Vegan Beer Fest and will hold another this spring.

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