About 150 patrons jammed into Hooligans, 3022 N. Water St., on Wednesday to watch the initial toast and sample the crisp draught from special Tri-City Brewing Co. pint glasses.

Bay City Mayor Michael J. Buda, Hooligans owner Victor Young and Tri-City Brewing Co.

''It's better than Bell's Amber Ale,'' Young said. ''It'll do well'' in Bay City.

Peil, a Bay City native, works for Dow Chemical in Midland. A homebrewer before starting Tri-City Brewery, Peil studied the art of beer-making in Germany then gained the support of 30 investors to rehab a 4,000 square-foot warehouse on Water Street.

Paying homage to the brewing history of the area, he named the first beer after the old Phoenix brewery, the last independent brewery in Bay City before it closed in 1951.

''This is a beer for the everyday beer drinker,'' Peil said. ''This is for people who come to Hooligans on a Wednesday night - this is for them.''

And building that beer-drinker base is going to be important for the growth and popularity of not only Phoenix Golden Ale, but also the Tri-City Brewing Co., said Brad Rhora, select brands division manager with Fabiano Bros., Tri-City's distributor.

''We have one product here to work with and let's see how it does,'' he said. ''We're going to just take it in a very controlled-growth situation. We've tried (the beer) and we're convinced it will be received well.''

Based on the initial returns, word could spread rapidly.

''It's got a good European flavor to it,'' Buda said.

Sharon Neetz, a self-described ''Bud Light drinker,'' loves the new ale. Neetz is the wife of Rick Neetz, a shareholder in Tri-City Brewing.

''It's smooth,'' she said. ''It doesn't leave an after-taste in your mouth.''

Fred and Dorothy Nowak made the short trip from Essexville to enjoy the first night of the Tri-Cities' latest brew. Typically preferring lighter beers such as Bud Light and Miller Lite, the couple agreed Phoenix was easy on their palates.

''It's a lighter beer,'' Dorothy Nowak said. ''But it's still full-bodied.''

Peil said the turnout, which included about 20 shareholders, several Bay City Commissioners, City Manager Robert V. Belleman and some regulars, exceeded his expectations.

''This is phenomenal,'' he said.

Hooligans owner Young said as a fellow business owner, he wants to see Peil succeed in his venture. He is selling the novelty pint glasses for $3 each, while he is selling Phoenix for $3 a pint, or $4 for a tall 22-ounce draught.

''It's about (Peil), it's about Tri-City Brewing,'' Young said. ''It's going to be great for business.''

And the fact that the new brewery resides on Water Street next door to Hooligans in Bay City's 1st Ward gave City Commissioner Christopher Shannon reason to gloat about his turf.

- Scott E. Pacheco covers Bay City for The Times. He can be reached at 894-9646 or by e-mail at spacheco@bc-times.com.