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'TIS THE SEASON FOR SAFE CELEBRATIONS; ENJOY THEM WITH OLD MILWAUKEE N.A.

 'TIS THE SEASON FOR SAFE CELEBRATIONS;
 ENJOY THEM WITH OLD MILWAUKEE N.A.
 DETROIT, Nov. 10 /PRNewswire/ -- While children are dreaming of sugar plums, Santa Claus and candy canes, during the holidays more serious considerations frequently occupy the thoughts of adults. The risks associated with drinking and driving are on everyone's mind at this time of year. Thanks to some well-received public-awareness campaigns, however, the concept of designated drivers is catching on. As a result, in recent years non-alcoholic beers have become more and more popular as a beverage of choice during the holidays.
 A growing number of beer lovers are looking for the occasional alternative. Old Milwaukee N.A., a non-alcoholic brew, offers beer lovers the same great taste of beer without the alcohol. Old Milwaukee N.A. starts out as fully brewed, fermented and aged Old Milwaukee beer, using only the finest grain, hops and water. Then the alcohol is removed using a unique process that separates alcohol from the beer. The result is a refreshing product with the same taste and integrity beer drinkers have come to enjoy in Old Milwaukee.
 The non-alcoholic malt beverage category has been around for the better part of the last 30 years. A quiet little niche of followers developed among consumers who drank non-alcoholic brews for health reasons. In the early to mid-1980s, several important brands entered the market, consumer awareness increased, and the result was a spike in overall category sales which again settled back to more moderate levels.
 In 1989, with the addition of non-alcoholic products from the major brewers, awareness of the category increased dramatically. Between 1988 and 1990, volume in the category surged approximately 115 percent, and in 1990 alone it grew by 90 percent.
 Old Milwaukee N.A. was introduced in selected markets in 1991 and rolled out nationally in June 1992. Currently it is the nation's No. 1 popular-priced NA. The Stroh Brewery Company, maker of Old Milwaukee N.A., is one of the only major brewers to fully ferment its product before removing the alcohol.
 Today, moderation as well as social and legal concerns are fueling the growth of the non-alcoholic malt beverage category. Today's consumers are more conscious of health and safety issues, including designated driver programs. Whether by choice or necessity, beer lovers are seeking alternatives.
 This holiday season, for the host or hostess, the designated driver, or holiday revelers looking for an alternative to beer, Old Milwaukee N.A. is an appropriate choice. With Old Milwaukee N.A. on hand this holiday season, "it doesn't get any better than this."
 -0- 11/10/92
 /CONTACT: Sandy Carson of The Stroh Brewery Company, 313-446-3276/ CO: The Stroh Brewery Company ST: Michigan IN: FOD SU:


LD -- NYHFNS8 -- 9017 11/10/92 06:53 EST
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Publication:PR Newswire
Date:Nov 10, 1992
Words:461
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