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Chief Oshkosh Red Lager to be entered in national market.

The Wisconsin-based microbrewery, Mid-Coast Brewing, Inc., has reached an agreement to market its product, Chief Oshkosh Red Lager beer, on the national level, according to a report from the brewing company's president, Jeff Fulbright.

Fulbright explained that the brewery has reached a long-term agreement with Western International Imports, Inc., to act as the sole national sales and marketing agent for the brand.

"This partnership will give Chief Oshkosh the kind of backing, through advertising, promotional materials and distribution networks that should make this beer a major player in the microbeer segment," Fulbright stated. "The West Coast has Anchor Steam beer, and the East Coast has Samuel Adams beer.

"Through this union, we have created a company that has the strength to distinguish our line of beers as a dominant Midwestern representative of the rapidly growing microbeer segment," Fulbright added.

Western International is a Chicago-based importing firm know primarily for marketing beer it imports from Australia, Africa, South America and Singapore, Fulbright noted.

"The potential for microbrewed beers to capture a substantial percentage of the import beer market is tremendous," claimed Western International vice president Robert Schecter. "The demographics are basically the same for these two segments of the industry.

"Microbrewed beers have an advantage though," Schecter added, "being fresher, generally less expensive, and often times of better quality than imported beer."
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Title Annotation:Mid-Coast Brewing Inc.'s new marketing strategy
Publication:Modern Brewery Age
Date:Jan 25, 1993
Words:221
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