Fitz's Bottling Co. plans to increase production of Fitz's Root Beer and sodas after signing distribution deals with six local Anheuser-Busch wholesalers.

The deals were signed in late May and announced today. Terms were not disclosed.  

The local wholesalers are: Grey Eagle Distributors, Lohr Distributing, H. W. Herrell Distributing, Krey Distributing, Donnewald Distributing, and Illinois Distributing. 

Fitz's operates a bottling facility and restaurant in the Delmar Loop in University City. Its root beer was first introduced in 1947, and its soda flavors include Cream Soda, Orange Pop, Grape Pop, Strawberry Pop, Orange Creme Soda and Ginger Ale. 

Fitz's owner and President Michael Alter helped revive the Fitz's brand in the 1990s before selling the company to a private equity firm in 1999. When he repurchased Fitz's late last year, Fitz's did not have prior distribution agreements in place, Alter said, and he was approached by the wholesalers to distribute in local restaurants, grocery stores and other retail outlets where A-B products are sold.

"A-B has an incredibly strong presence in restaurants, and that's an area we don't have a lot of penetration in," Alter said.   

Fitz's plans to increase production and is working to expand its soda brand. Alter said Fitz's is working on several new soda flavors, including a berry cola. The bottler also is developing a coffee soda in partnership with St. Louis-based Kaldi's Coffee Roasting Co. that could hit the market in the fall, Alter said.

David Stokes, president and chief executive of Grey Eagle Distributors, Missouri's largest beer wholesaler, described the soda as St. Louis' "favorite root beer" and one of the best in the nation in a statement announcing the deal.