Advertising from the Upper Peninsula Brewing Company indicates they tried to market a dark porter, but their beer drinking community didn't want it. The company's flagship brand was Drei Kaiser, translated in German to "Three Kings." It, too, was a lager and had a widespread reputation for purity, good taste and health benefits. The advertising reflected this view by saying "only spring water was used in its making," and "your doctor will tell you that it is health-giving." Drei Kaiser was hailed as "the beer that made Marquette famous." The marketing campaign proved successful. In 1906, the company announced that it was shipping four carloads of beer a day and it had storage houses in six towns.
In 1913, growing militancy by Kaiser Wilhelm on the eve of World War I, fostered anti-German sentiment in this country. The name "Kaiser" applied to an American beer was not popular, and Meeske and company officials did not want their beer to be associated with the German leader. Charles Meeske decided to change the name of his flagship brand to appease the American community. Drei Kaiser became "Castlebrew," named after the castle-like buildings of its brewery. The slogan, "The beer that made Marquette famous," was retained for the new brand.
