SBD/6/Sponsorships Advertising Marketing

FIRST IT WAS DRY, THEN IT ICED, THEN RED, NOW WHEAT?

     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).
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Anheuser Busch

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