Word: stroh
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Dates: during 1980-1989
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...best-selling brew in the U.S. in the early 1970s but then changed its taste in 1974. Sales soon began slipping, and the company never successfully shed its reputation for what many considered an inferior brew, even after it switched back to its original formula. Schlitz was sold to Stroh Brewery in 1982, and now has only 1% of the U.S. beer market. Coke, though, believes its careful and exhaustive testing and a huge advertising campaign will make its new taste successful--at least for the next 99 years. Chairman Goizueta calls the change to the new taste "the surest...
Next week the biggest U.S. brewer, Anheuser-Busch, will roll out a brand called L.A., for light alcohol, in ten test markets from California to Rhode Island. Detroit-based Stroh, the third-largest brewer, this week will announce a low-alcohol brand called Schaefer L.A. The customers thirstiest for the new brands are expected to be males over 25 who have begun to worry about their health. Industry watchers say Anheuser-Busch will spend up to $30 million on its ad campaign featuring such modern life-style exemplars as a businessman bicycling to his job and a fitness buff working...
...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...
Milwaukee's Jos. Schlitz Brewing Co., now owned by the Stroh Brewery Co. in Detroit, puts more gusto into its corporate-event sponsorship than most companies. Its annual budget for such promotions runs to several million dollars, spent on such events as the ten-day New Orleans Jazz and Heritage Festival last spring, which featured 3,000 musicians, 300 music groups and nine stages, each with a Schlitz [ogo as a backdrop. Not so incidentally, 400,000 cups of Schlitz were sold. This year Schlitz foamed beyond local events and plunged into national rock-music promotions, including Fleetwood...