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LIQUID SKY: INTERNATIONAL BEVERAGE ROUND-UP
Published November 14, 1994
WE'D LIKE TO TEACH THE WORLD TO SING: This week's ADVERTISING AGE reports that Coca-Cola Co. "is orchestrating an international agency shuffle as it reviews brand assignments around the world." In Asia and Australia, creative responsibility for Fanta goes to D'Arcy Masius Benton & Bowles in Hong Kong, from McCann-Erickson Worldwide; in Sweden, Hall & Cederquist and Young & Rubicam will split Coca-Cola and Sprite assignments, while Lowe Brindfors handles Fanta; in Norway, Coca- Cola, Coke Light, and Sprite move to Leo Burnett (AD AGE, 11/14 issue). HEAD EAST: Thirsty to match the success of Pabst Blue Ribbon -- which annually sells 2.8M barrels in China -- the G. Heileman Brewing Company "has signed an agreement with an investment group led by Hong Kong Investments Ltd. to brew, distribute, and market its Lone Star beer through 23 Chinese Breweries." John Brennan, Heileman's Int'l VP, says the company's difficult regional experience in the U.S. has helped them better "understand fragmented markets like China." Brennan: "China is the perfect place for us to expand. Where we can do best is where we don't have a major internationally known brand to compete against and where growth is more opportunity-driven than brand driven." Brennan says Heileman chose to market Lone Star in China "because of the Far East's affinity for Americana, especially cowboys and Texas." China is expected to become the world's top beer market by 2000 -- surpassing the U.S. (Marj Charlier, WALL STREET JOURNAL, 11/14). PEPSICO SAYS NYET TO VODKA DEAL: A Boca Raton businessman, Frank Pesce, claims to have signed a deal with Moscow's Cristall Distillery granting him "the exclusive right to sell Stolichnaya Cristall into 'all territories' of the Western Hemisphere for the next 50 years" -- but PepsiCo says it owns the North American rights to all Stolichnaya vodkas and the Cristall trademark. William Finkelstein, PepsiCo VP and intellectual property attorney, says the company "will do 'everything necessary to vigorously protect' those rights" (James McNair, MIAMI HERALD, 11/12).