Father of Light Beer Creates 'Next Generation' Light With Edison; Edison Comes to Connecticut as Part of Aggressive National Rollout.

Business Editors

HARTFORD, Conn. and HINGHAM, Mass.--(BUSINESS WIRE)--Nov. 27, 2001

There's a new light beer hitting bars, restaurants and liquor stores across the country, and at long last fans of light beer will have a choice beyond the "same old" big three that have dominated the light beer segment for decades. The new domestic light beer, called Edison, offers light beer drinkers the opportunity to trade-up in taste without paying import prices. Edison is rolling out in Connecticut this week as part of an 18-month national introduction, and is the invention of two brewing industry powerhouses.

Edison's founder and CEO is Rhonda Kallman, best known for propelling Samuel Adams, a little-known regional craft beer, into a prized national brand. Having moved on from the world of craft beers and microbrews, Kallman saw the growth in the light beer segment and decided to focus her new venture on the enormous, mainstream national population of light beer drinkers. To do it the right way, Kallman first enlisted the genius of the man who knows light beer better than anyone.

Edison's renowned brewmaster, Dr. Joseph Owades, is often called "the father of light beer" for his invention of the process used to create the first light beer back in the late 1960's. At Kallman's request, Owades put his considerable powers to work to create the formula for Edison. Edison's patented new brewing process is the secret behind its incredible smooth flavor and light taste and is why Owades proudly calls Edison the "next generation" light beer.

"Joe is a legend in the beer industry, and we are delighted to have him as our brewmaster," said Kallman. "He invented light beer more than 30 years ago, and now he's reinvented it with Edison. Thanks to Joe, the beer has a remarkably smooth flavor, a light taste, and is very easy to drink."

Kallman added, "The next generation light beer drinker is looking for a way to trade-up in taste from the giant domestic brands. Unfortunately, trading up in taste today means having to pay import prices. Edison fills the void for a better tasting domestic light beer at less-than-import prices."

Currently, the light beer segment in the U.S. comprises 44 percent of the total beer business, representing some $28 billion of the $64 billion industry. Light beer sales continue to fuel overall category growth, growing at approximately six percent annually versus about one percent for the total category. Yet, of the vast array of beers on the market today - estimated at 2,000 individual brands - only one percent are light beers. Remarkably, only three brands make up 75 percent of total light beer sales. In 1984, drinkers aged 24 to 34 chose light beer 18 percent of the time. Now, it's up to 29 percent, and by the end of 2003 it is expected that beer drinkers will opt for light beer more than 50 percent of the time.

Like the market opportunity, the buzz for Edison is building. After just 60 days in-market in Massachusetts and Rhode Island, Edison can be found in more than 1500 bars, liquor stores and restaurants. As a new venture, New Century plans to get the word out about Edison through smart, aggressive guerrilla marketing techniques.

A "step-up" from domestic light brews, Edison is priced well below more expensive import lights. The brand is being marketed primarily to men ages 21 to 34, who represent 50 percent of the beer drinkers in the U.S. This overall demographic is expected to grow by 16 percent annually to more than 30 million people in ten years.

"We chose the name to have fun with the fact that Thomas Edison invented the light bulb and our brewmaster invented the light beer," said Kallman. "On a deeper level, Thomas Edison represents the spirit of invention and discovery, of being unique and making your own way in the world. We think our target audience can relate to this mindset because they are at an age of personal discovery, and are always on the lookout to try something new and better, right down to the kind of beer they choose to drink."

Edison is currently arriving in bars, liquor stores and restaurants throughout Connecticut. Edison's Connecticut distributors include Star Distributors in West Haven, Franklin Distributors in South Windsor and F & F Distributors in New London.

About New Century Brewing Company

New Century Brewing Company is headquartered just south of Boston, Massachusetts. Its founder and CEO, Rhonda Kallman, brings to the company more than 15 years of brewing industry sales, marketing and distribution expertise. The company's Edison light beer, invented by Dr. Joseph Owades, the "Father of Light Beer," is being contract brewed by Matt Brewing Company in Utica, New York, and offers consumers a better-tasting alternative in the fast-growing light beer segment dominated by giants. Edison light beer will be available nationwide in 18 months, after an aggressive market-by-market roll-out which started in Massachusetts and Rhode Island in September of 2001.