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BUD AND BUD LIGHT COME IN AT 1-2 IN SALES
Published October 27, 1994
Anheuser Busch released record sales and profits for the quarter ending September 30. Despite the baseball strike's shutdown of the company's Cardinals franchise, A-B's Bud Light brand passed Philip Morris' Miller Lite to become the nation's best-selling light beer and the No. 2 beer overall. A-B's flagship product, Budweiser, remains No. 1. Beer sales increased 2.7% in the first nine months of '94 while premium beer sales gained 3.5%. Volume growth gave A-B a boost to a 44% domestic market share (Christopher Carey, ST. LOUIS POST-DISPATCH, 10/27). Quarterly sales figures include contract production of an ice beer for Japan's Kirin Brewery (Richard Gibson, WALL STREET JOURNAL, 10/27). A-B gains were partly due to the "successful debut" of Ice Draft and Ice Draft Light. In '93, A-B reported a $75M net loss due to restructuring and tax-related charges (Patrick Harverson, FINANCIAL TIMES, 10/27). BEHIND THE NUMBERS: Asked how the baseball strike affected the Cardinals, an A-B spokesperson said that the company had predicted a losing season financially, but "the strike worsened that anticipated loss by several million dollars" (Richard Gibson, WALL STREET JOURNAL, 10/27). BYE-BYE BUD BOWL?: A-B has reassigned its annual "Bud Bowl" Super Bowl ad campaign to Chicago-based DDB Needham. The '95 campaign culminates in a series of ads to run during the game, each of which cost up to $1M to produce and almost $950,000/30- second (Bruce Horovitz, USA TODAY, 10/27).