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Whitbread Ale makes mates in the States.

The Hudepohl-Schoenling Brewing Co. subsidiary Royal Class Import-Export reported 1991 was a record sales year for England's Whitbread Ale.

George Henricksen, brand manager for Whitbread noted, "We are pleased with the great strides the brand took in the U.S. over the past year. So far, the first three months of this year show the same trends with the brand far exceeding the company's projected sales goals.

"When we were appointed U.S. importer for Whitbread in early 1990, our strategy was to increase our keg business and encourage product sampling," Henricksen continued. "We are now introducing the redesigned bottle package into those established markets while opening new territory for the Whitbread draught. This English ale is such a quality product, we find that once the product is sampled on-premise, the off-premise sales just seem to follow."

In addition to new packaging, the Whitbread Beer Co. approved a new marketing campaign to support sales of the product in the U.S. The theme of the campaign, "Making Mates in the States," will be utilized in point-of-sale materials and trade advertising. "We're encouraged with the support Whitbread is extending to our teamhere, "Henricksen said, "You only get this kind of support one way ... by taking a quality product, expanding distribution and successfully increasing sales."
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Title Annotation:successful marketing of English ale
Publication:Modern Brewery Age
Date:May 18, 1992
Previous Article:Malt liquors continue to draw criticism.
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