Word: michelobs
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Dates: during 1980-1989
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...drastic measures to defend their place in America's coolers. Last week market leader Anheuser-Busch announced an aggressive round of price cuts in response to markdowns by its archrivals, notably Miller Brewing and Adolph Coors. Anheuser-Busch will cut the prices of its major brands, including Budweiser and Michelob, by as much as 25 cents a twelve-pack to match competitors. The company says the markdown is necessary to protect its hard-won 41% market share. But beer-industry investors fear that the move could escalate into an all-out price war in which profits could be sharply pinched...
...start singing all the Michelob Lite commercial theme songs during lecture (e.g., the Frank Sinatra...
...hear a whole lot more about "dry beers," which are being introduced in U.S. bars, restaurants and supermarkets. After only two months of testing in five regional markets, St. Louis-based Anheuser-Busch, Inc., the nation's biggest brewer, is so enthusiastic about its version of the product -- Michelob Dry -- that it is launching it with the industry's biggest introductory ad campaign since Bud Light. Two other firms have joined in the dry stakes. In early November, G. Heileman Brewing Co. of Wisconsin, which also distributes Old Style Dry in the Midwest, began selling Rainier Dry to its customers...
Anheuser-Busch is encouraged that during the test-marketing of Michelob Dry, word of mouth prompted a strong demand, particularly among women. Some of their capsule comments: "smoother," "very refreshing," "no beer aftertaste." The nation's other big brewers have adopted a wait-and-see attitude about dry beer, mindful that sales of Michelob's other brews (regular, light and dark) have recently fallen off. Ultimately, the fate of the new dries depends on the taste buds of the nation's 129 million beer drinkers, who can be both fickle and brand loyal all at once...
...were bigger stars off the field than on it. Former M*A*S*H stars Harry Morgan, Jamie Farr, and Wayne Rogers took the field for the IBM team, tossing around football lingo to sell computers. The Smothers Brothers joked for Magnavox, and Eric Clapton sang the praises of Michelob...