Wicked game: Turn the Pete's around in softening suds segment

Article Abstract:

Palo Alto, CA-based Pete's Brewing Co. is planning to reposition its brand of beer in summer 1998 to become more relevant with consumers. The move is one of several marketing initiative taken by the brewer in an effort to counter difficulties in the craft beer market, said to be in a consolidation phase and lack of shelf space. Pete's Brewing, which saw its growth decline significantly in 1997 after double-digit growth rates from 1990 and 1996, said results of it new initiatives would not be seen until the second half of 1998 at the earliest. The beer maker also retained investment bank Morgan Stanley to explore strategic options, including a possible sale.

Comment:

Is planning to reposition its brand of beer in summer 1998 to become more relevant with consumers

Beer & Other Malt Beverages, Company Planning/Goals, Malt beverages, Pete's Brewing Co.

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Out of Africa, Tusker tests some American tastebuds

Article Abstract:

Kenya Breweries Ltd. of Kenya seeks to market in the US its Tusker Premium lager product, which is brewed using Mzima Springs' pure waters and bima equatorial barley. Kenya Breweries' Tusker Premium lager comes with a label bearing the bia ni bora, or very best beer, slogan and pictures of a zebra and elephants to emphasize the product's African heritage. The Tusker Premium lager, which is also packaged in a 12-ounce green bottle with a gold-foil adorned cap, is targeted at ethnic markets, specifically American-Kenyans, and high-end drinkers of beer products.

Comment:

Seeks to market in the US its Tusker Premium lager, which is brewed using Mzima Springs' pure waters and bima equatorial barley

Geographic, Demographics, Packaging, Positioning, Bottled Beer & Ale, Psychographics, Slogan, Beer, Kenya Breweries Ltd., Tusker Premium

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The White of Koch's eye now a year-round sight

Article Abstract:

Boston Beer founder Jim Koch is taking Belgian-style ale Samuel Adams White Ale from seasonal status to a 12-month mainstay in the US. The ale is a type of wheat beer brewed with wheat malt in addition to barley malt, has a cloudy appearance with citrus flavors and a dense, pale head. The Samuel Adams White Ale features a different mix of spices designed to create a toned-down version of White Ale that is more acceptable to the tastes of Americans. Koch is also launching Samuel Adams Summer Ale in 1998 exclusively for the summer season.

Comment:

Founder Jim Koch is taking Belgian-style ale Samuel Adams White Ale from seasonal status to a 12-month mainstay in the US

Product introduction, New Products/Services, Beer & Ale, Boston Beer Company Inc., Samuel Adams Summer Ale, Samuel Adams White Ale

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