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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Roxy House Draft No.1

Since the beginning of rock ‘n roll, nothing has made a finer companion for the listening experience than beer. We have announced ‘No. 1,’ an exclusive private label craft beer created just for us by Karl Strauss Brewing Company.

‘No. 1’ is unprecedented; no other entertainment venue in Los Angeles has their own private brew. It is a medium-bodied golden ale with toasted malt flavors and a dry citrus hop character (Specs: 5.0 % ABV 7 SRM 17 IBU). Starting Monday, December 12, it will be available on tap indefinitely.

“The Roxy’s love affair with beer started at our first vegan beer fest,” states @NicAdler, owner of. “Introduced to us by LA’s premier craft beer bar, Tony’s DartsAway, we took it slow. As our palette matured, we started to bring in more and more craft and as important local beers. This is when our relationship with Karl Strauss started,”

Adler adds: “After carrying a number of Karl Strauss beers, we had the idea to do something ourselves. We worked with KS to get the right flavor profile, something that was special but also a beer that everyone could enjoy while they watched their favorite band. I think our golden ale represents The Roxy’s take on what a great craft beer should be– fresh, cold and easy drinking.”

Ask for a Roxy House Draft No. 1 next time you’re at a show!