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Beck's launches seasonal Oktoberfest brand.

An Oktoberfest lager produced by Brauerei Beck & Co. of Bremen, Germany will be imported by Dribeck Importers of Greenwich, CT.

According to Dribeck, the Oktoberfest introduction was made at the request of wholesalers, and the brand will be available for a "limited one-time-only run."

Beck's Oktoberfest is brewed according to the Reinheitsgebot, and is described as a "rich, amber-colored bier," with a "full-bodied taste."

The brand will be packaged in 12-ounce bottles and on draught. The bottle will feature a "festive" label treatment and will be dated 1993.

Oktoberfest Bier point-of-sale includes easel cards, bottle neckers, window banners, table tents and bottle glorifiers, all featuring the "Oktoberfest Bier 1993 Limited Supply" message. In addition, Oktoberfest Bier tap knobs will be available, and 1-liter commemorative mugs will be used a dealer loaders.

According to Dribeck, "This eye-catching p.o.s. will create wonderful opportunities for off-premise establishments to build festive Oktoberfest displays and cross-merchandise oktoberfest Bier with related Oktoberfest products. On-premise establishments may want to feature the distinctive taste of this special brew with their daily menu specials to build traffic."

To support the brand, Dribeck's will tie in the Oktoberfest Bier with their "Beck's in your town, America and the world" campaign. The importer commissioned illustrator Gary Kelley to execute images of authentic Oktoberfest celebrations. Kelley's Graphics will appear on a limited edition poster and point-of-sale material.

"Oktoberfest with Beck's" on-premise kits will be available to assist wholesalers in their promo efforts.

The kits will include an "Oktoberfest with Beck's" idea booklet; a variety of banners; coasters, table tents; wooden bottle openers and posters.

Consumers can also enter a sweepstakes to win a Grand Prize trip for two to one of several international destinations where Oktoberfest is celebrated. Runners up can win a set of Beck's beer steins or Gary Kelley posters.
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Title Annotation:Beck and Co. Dribeck Importers Inc.; Brauerei Beck GmbH und Co.'s lager
Publication:Modern Brewery Age
Date:Aug 9, 1993
Previous Article:Iowa microbrewery damaged in flooding.
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