BUD ICE TAKES A SHOT WITH THE HANSON BROTHERS

     Anheuser-Busch will increase their tie-in with the NHL by
expanding its Bud Ice hockey-themed ads and by signing the Hanson
brothers from the movie "Slapshot" to a "national personal
appearances contract."  A-B has credited Bud-Ice's affiliation
with the NHL for its better sales, and wholesalers include A-B's
deals with the AHL and IHL for increasing visibility of the
brand.  A-B Senior Brand Manager Mike LaBraod:  "We're looking at
ways to broaden the hockey message to make it more entertaining."
New spots will star the Hanson brothers, still banking on their
hit film of 18 years ago, as A-B was also looking to sign them
for arena appearances (Gerry Khermouch, BRANDWEEK, 7/24).