Word: lowenbrau
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Dates: during 1970-1979
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...high-budget ad campaign that featured Mickey Spillane and ex-Football Star Bubba Smith to give a macho image to Lite. In order to crack the highest-priced market segment, which has been dominated by Anheuser-Busch's Michelob and imports, Miller last October began national sales of Lowenbrau made under license in its U.S. breweries...
...billion and pretax profits of nearly $170 million, both records. It has been willing to spend to match Miller in every segment of the market. Anheuser's Natural Light has overtaken Miller Lite in some markets, and Michelob has a wide lead in the battle with Lowenbrau...
Worst Aspect. Devaluation of the dollar would not necessarily be bad for the U.S. Prices of such items as Lowenbrau beer and Sony TVs would rise, but American exports would become cheaper for foreigners to buy. Trouble is, new currency changes might not be enough to defer further crises, because revaluations and devaluations can take a long time to make their effects felt. Many U.S. exports are high-technology products-computers and jetliners, for example-that do not always realize a quick increase in sales when the price comes down. Many U.S. imports, such as inexpensive radios, have little domestic...
...result, people in many countries can easily buy Volvos, Nikons and Lowenbrau, invest in the stocks of Sony and Unilever, travel and change their money with ease. American corporations have set up plants abroad; Ford, Pepsi...