Word: beers
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Dates: during 1960-1969
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Athletes & Ads. Both announcements are part of an industry trend. The U.S. is drinking twice as much beer per capita as it did immediately after Prohibition-production this year will reach a record 102 million barrels-but only a quarter as many breweries are making it. In 1934 there were 752; today only 190 breweries are in business, and many of them have a future about as flat as stale beer. The ten biggest brewers account for 55% of sales, and another 30% belongs to such strong and modern regional brewers as National of Baltimore, Pearl of San Antonio, Schmidt...
...beermakers are fighting each other along both marketing and technological lines. Since sport is the biggest area of beer advertising and promotion, more brewers are buying into professional teams. Struggling Jacob Ruppert Brewing Co., whose founder was the original owner of the New York Yankees, last week purchased the championship Boston Celtics basketball team, and earlier this month National Beer became majority stockholder in the Baltimore Orioles. Budweiser owns St. Louis' baseball Cardinals and Falstaff owns part of the football Cardinals. In addition, many beermen are seeking more effective ad campaigns by shuffling agencies; in one of the best...
Concentrated Beer. Impressed by the success of the flip-top cap, brewers are searching for other package improvements. Schlitz last week introduced an improved flip-top whose blunt edges are guaranteed not to slice hands, as earlier models often did. Anheuser-Busch also announced that it is shifting to aluminum cans from tin-plate, even though brewers admit privately that any kind of can is a poor container for retaining beer flavor. Because 50% of all beer is now sold in supermarkets, beer companies are designing packages that will stand out on store shelves, catch the eye of housewives...
Back at the brewery, other changes are under way. Some beermen are testing small aluminum kegs that provide draught beer for home refrigerators and could revive the draught-beer market, which has slumped from 75% to 18% of total consumption. After much delay, Carling last month started a continuous brewing plant at Fort Worth that makes beer by assembly-line process instead of in single vats; other beer executives are watching to see if the process accounts for sizable labor saving. Coors Co. of Colorado is developing a vertical process in which it grows its own grain, makes...
...competition, even the beer itself is changing. Once, as the industry saying goes, brewmasters worked with "one hand on the vat and one hand on God," gave little thought to customer tastes. Now many customers want lighter beers like the "champagne of bottled beer" pioneered by Miller of Milwaukee, and brewmasters (who prefer heavier beer) are changing the proportion of malt, hops, rice and corn grits to provide it. One holdout is New York's F. & M. Schaefer Brewing Co. "We're willing to forsake all those people who drink a can of beer once every two weeks...