This time, the Big Hurt has a beer blast

CHICAGO | This year's version of the Big Hurt is a budding beer baron.

And an enthusiastic pitchman.

"Big Hurt Beer can hold its own," said Frank Thomas, former White Sox first baseman and designated hitter. "If you taste the beer, you'll understand why it's called Big Hurt Beer. It's smooth, it's tasty, the females love it, just as much as the men. It's a great-tasting, sipping beer."

Long a dabbler in business interests during his baseball career, Thomas now is focusing on his own craft beer bearing his trademark nickname. Even in a darkened bar in Chicago's River North neighborhood, where he rolled out the beer Friday night during SoxFest, the 6-foot-5 Thomas stood out in his suit and red tie.

He posed for photos amid the pressing crowd while wielding sample Big Hurt Beer cans.

Big Hurt Beer is coming to local bars and retailers soon. Its promoters have chosen Chicago and Las Vegas, where Thomas has his family home, as the rollout markets. It's in an effort to "expand not too crazy fast," Thomas said.

Can it truly be successful unless it's also sold on White Sox home turf — U.S. Cellular Field — where Miller has long been the house beer?

He confidently predicts fans will be able to toast his outfield statue with his beer.

"This is Big Hurt Beer," he said. "In Baltimore, you have Boog's (Powell's) Barbecue in the outfield. Why not Big Hurt Beer in the outfield? We'll find an area for it. The fans will love it. We're not going to infringe on anything. We'll get there."

Thomas moved into the beer business nearly two years ago after former Pabst Brewing Co. CEO Brian Kovalchuk linked up with Jeff Moses, a Monterey, Calif., craft brewer and distributor.

"Jeff knew some agents looking for vehicles for athletes," Kovalchuk said.  "One was Frank Thomas.

"People in Memphis, other than baseball fans, probably don't know Frank. But they're going to like a beer named Big Hurt Beer. It's an easy-sounding name. It's 7 percent alcohol. It's smooth going down, not a harsh, heavy beer. Small guys like us got to pick our markets and go after them one at a time."

Thomas said he would not affix his name to a product he didn't like.

"They told me, trust us, you'll like this beer," he said. "(Moses) has designed 14 different beers. He's a beer snob. He knows what's great."

Thomas has elected not to move back into coaching, even with a familiar face like Ventura taking over the Sox. He'll limit his team involvement to part-time appearances as a Sox "ambassador" and only very occasional hitting tips when he's at games here.

"If somebody's having a hard time, I'll go by and say hello, see what I can do for him," he said. "Not at all (coaching). ... Big Hurt Beer is here to stay."

Thomas is optimistic about Ventura, who is assuming the manager's role with no experience.

"He's young, he's going to have some growing pains, but Robin knows the game," he said. "(He has a) high IQ in the game; he'll do well. Robin was a leader in his own way (as a player). He'll do well."

Thomas doesn't linger long on baseball talk. He's serious about hops of a different kind compared to his Sox days.

"This is a special venture, to have your name on a beer that's selling nationwide," he said. "I think beer is where we're at for a long time."