Music Festival Helping Tix Sales For MIS Cup Race A-B Selects WME-IMG For Experiential Marketing A-B Extends Deals With U.S. Soccer, El Tri Mike Sundet Leaving A-B For Momentum A-B Super Bowl Push Looks To Social Media Bud Light Rolls Out Broncos-Themed Ad Bud Sticking With Clydesdales For Super Bowl Bud Light Announces Super Bowl Hospitality Plans Sprint, A-B Create Interactive Beer Tap Handles A-B Concerned Over NFL's Handling Of Issues
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).