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SBD/6/Sponsorships Advertising Marketing
FIRST IT WAS DRY, THEN IT ICED, THEN RED, NOW WHEAT?
Published March 6, 1995
Beginning today, Anheuser-Busch is test-marketing Crossroads beer, what A-B calls a "unique wheat beer ... that promises to open up a distinct, new category" in the beer industry. Just last week, Miller Brewing announced plans to acquire an Austin, TX, microbrewery whose flagship beer was a wheat brew (see THE DAILY, 3/2). Crossroads is being test marketed in Minneapolis/St. Paul, Denver, Raleigh/Durham, Columbus, OH, and select FL and TX markets. Paul Stoddart, Crossroads' senior brand manager: "Our goal with Crossroads is to take what has traditionally been a specialty-niche product and turn it into a more mainstream beer that has wide consumer appeal." Crossroads is brewed at A-B's brewery in NH and will initially be available in bottles which feature a colorful compass-type graphic. Crossroads is being supported with a broad range of TV, radio and outdoor advertising (Anheuser-Busch).