Word: schlitz
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...knocked over the president of the university!" shouted the jubilant senior, raising his can of Schlitz in a toast as the sodden but smiling administrator pulled himself out of the dunking booth...
...along Florida's Daytona Beach, suntanned young people crowd around carnival-type booths, where some 20 different manufacturers are handing out literature and free samples. Overhead, airplanes trail banners that read HAVE YOU DRIVEN A FORD LATELY? and WELCOME TO MILLER TIME. Below, a catamaran emblazoned with the Schlitz brand name cruises by, followed by a fleet of sailboards that extol SALEM SPIRIT. At one of the 380 or so hotels that line the 23 miles of beach, John Bradley, 22, a recent Cornell graduate, is conducting poolside tug-of-war and trivia contests sponsored by Camel cigarettes while...
...jousting is in vain. When Detroit's Stroh Brewery Co. bought much larger Schlitz eight months ago, it looked to Wall Street as if two sick chickens were being gathered in a single coop. But, says an industry watcher, "they've done a little better than expected. The jury is still out on Stroh-Schlitz...
MILWAUKEE. In this city, 1982 will be remembered as a black year. Schlitz, the beer that made Milwaukee famous, was no longer brewed in town. The company shut the brewery in 1981 because of falling demand. Then Schlitz left town for good when the Stroh Brewery Co. of Detroit acquired it. The loss of the hometown brewery was a severe psychological blow. Another Milwaukee tradition, the Harley-Davidson motorcycle company, has been outgunned by Japanese competition. Until this recession, Milwaukee (pop. 636,000) had prospered through fair economic times and foul. Its unemployment rate, along with Wisconsin...
Brandstanding's effectiveness is hard to measure, but by some guesses it generates $10,000 worth of free publicity for every $1,000 spent. That has certainly been the payoff for Schlitz, even to the point of happily seeing others needling its bigger rival Miller. In September, just before its two-day Music Heritage Festival in Tennessee, the brewery got a pat from the Memphis Commercial Appeal, which ran an editorial headlined "It's Schlitz Time...