Word: michelob
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Dates: during 1970-1979
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...calorie brew, which became a runaway success; Miller staged a 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...
...million bbls.; the St. Louis company rang up sales of $1.8 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...
This week Anheuser will announce the introduction of Michelob Light in major markets. Says Chairman August Busch III, the founder's great-grandson, also a brewmaster: "You will see other marketing and product innovations as the year unfolds." Industry scuttlebutt has it that Anheuser is contemplating a move into soft drinks, where profit margins and growth are larger than in brewing...
While hundreds on the overcrowded dance floor jiggled enthusiastically to the music of Universal Sound, a jazz-oriented group from Boston's Berklee School of Music, others waited patiently in long lines for their share of the nearly 150 gallons of Michelob beer on tap for the event...
...parks are also the sites of Anheuser-Busch breweries, and their owners are understandably interested in promoting suds consumption, both spots have "hospitality centers" that actually give away beer (Cokes and Sprites cost 50?). Busch Gardens' Old Country, near Williamsburg, has a vast Festhaus where visitors can quaff Michelob and munch bratwurst. The company's Dark Continent, near Tampa, has replicated a famed Swiss inn and offers one of the few gourmet menus in the world that allows the diner to eat, sip wine and overlook the goings-on of free-ranging chimps, giraffes, zebras, ostriches and elephants...