Word: lagering
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Brewers are making a few ripples too. Within the past few weeks, they have begun test-marketing three sweet-tasting concoctions of their own: Pitts burgh Brewing's lemon-lime-flavored Hop 'n Gator; Lone Star Brewing's low-calorie Lime Lager; and National Brewing's Malt Duck, a combination of beer, alcohol and an unfermented concentrate of red grape with twice the alcoholic content of ordinary beer. The brewers say only that, whatever the reason, a lot of young people seem to like sweeter drinks -and the manufacturers are trying to win those youngsters...
Initial sales of the new drinks suggest that the brewers have sized up that generation's preferences accurately. Lone Star Advertising Director Harry McEldowney admits that "hardhats do not seem to like Lime Lager," but adds that the drink "sells well at rock festivals." The new brands have not escaped controversy, though it has been of a different kind from what the breweries might have expected. Early this month Stokely-Van Camp Inc. asked a federal court to enjoin Pittsburgh Brewing from selling Hop 'n Gator, claiming that the drink's name-and the taste and formula...
...protection against paratroopers. They even put nozzles on oil pipelines, converting them into instant flamethrowers. As a result, the Nigerian forces were forced to take a painstakingly slow route overland from the eastern seaport of Calabar, lugging tons of military supplies and hundreds of cases of "Star"-brand lager beer...
Another hedge against the vagaries of the domestic market is Allied's push into foreign sales. In 1963 it launched Skol, a lager beer that is brewed under franchise in 14 countries from Austria to Australia and sold in 36-with Allied holding an 18% interest. Last year an estimated 22 million gallons were sold worldwide, and in 1968 Skol hopes to froth ahead by 50%. Allied presently has a $14.4 million offer in for d'Oranjeboom, the No. 3 brewer in The Netherlands. There are no other bidders for the 300-year-old company, and the deal...
Gablinger's is the kind of brew that a hearty beer fancier might find rather thin, but Rheingold officials feel that the broader taste trend is toward lighter lager. Moreover, says President Relin, no-carbohydrate Gablinger's is "a definite response to a weight watcher's need." He should know. Though careful not to give his new product credit for the feat, Relin has pared his own weight from 280 Ibs. two years ago to 185 Ibs. today...