Word: brewers
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...fight to stay alive, smaller brewers have been racing to find merger partners, adding yet more turmoil to the churning industry. Pabst Brewing Co. of Milwaukee, once a leading brewer, has spent the past two months trying to merge with Olympia Brewing Co. of Washington State, while in the process having to fend off takeover attempts by the Wisconsin-based G. Heileman Brewing Co., as well as legal attacks by a dissident Pabst shareholder, Irwin Jacobs. Meanwhile, the Stroh Brewery Co. of Detroit, which acquired New York City's F. & M. Schaefer Co. in 1981, is still struggling...
...nearly every brewer, the best way to reach these customers is through sporting events. In that contest, Anheuser-Busch appears to be the biggest spender. On radio, the company sponsors 20 of the 26 major league baseball teams, 14 of the 28 pro-football teams, 18 of the 23 basketball teams and twelve of 21 hockey teams. After all those outlays, there is still money for promoting racquetball, running, touch football, fishing, drag racing, softball, horse racing, soccer, rodeos and bowling. Busch also spends millions on the teams themselves. It owns the St. Louis Cardinals baseball team, paid $10 million...
Belatedly, Coors has geared up to establish national distribution by building a second brewery near Elkton, Va., but slow sales have forced the plans to be shelved for the time being. More immediately, the brewer has begun advertising heavily, and is in the process of adding a new superpremium brand, Herman Joseph's 1868. Insists Company President Joseph Coors: "We will fight tooth and nail to improve our market, and we're going to survive...
Among the handful of regional brewers actually to have prospered in recent years is G. Heileman Brewing Co. of La Crosse, Wis. The company jumped from 15th to fourth in the industry during the past decade by buying up old regional brands like Grain Belt, Rainier and Black Label, and running them more efficiently than had their previous owners. So far, the brewer's attempt to expand nationally by taking over Pabst has been stymied by the Milwaukee firm's defensive maneuvers to fend off acquisition. Moreover, the Justice Department has threatened antitrust action against the takeover because...
Perhaps the most glamorous small brewer is Anchor Brewing Co. of San Francisco, which was saved from bankruptcy in 1965 by Frederick Maytag, the great-grandson of the washing machine company founder. Maytag has developed a national following for his Anchor Steam Beer even though only 25,000 bbl. of the brew were produced last year. The beer, now available in 19 states, including Massachusetts and Georgia, is much praised by savants for its distinctively European taste, which imparts a somewhat heavier bouquet than is common among American brands...