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A-B's O'Doul's is rolled out nationally after strong initial sales in test markets.

A-B's O'Doul's is rolled out nationally after strong initial sales in test markets

Anheuser-Busch, Inc., in response to strong initial sales in test markets, has announced plans for national distribution of its new non-alcoholic brew beginning this week.

O'Doul's Non-Alcoholic Brew became available beginning the week of December 25 to consumers in the metropolitan areas of Chicago, Denver, Baltimore, and Pittsburgh. O'Doul's was also rolled out in the states of Mississippi, Tennessee and West Virginia.

"Anheuser-Busch prides itself on its ability to react to consumer needs," said Michael Roarty, executive vice president and director of marketing, Anheuser-Busch, Inc. "O'Doul's will help fill those needs. It is our belief that there is a potential for future growth in the non-alcoholic brew category."

O'Doul's has been in test markets since March in Memphis, TN; Tampa/St. Petersburg, FL; Mobile, AL/Pensacola, FL; Birmingham, AL; Savannah, GA; and Lebanon and Sedalia, MO. The product was also introduced statewide in Alabama, Florida and Georgia on November 13.

Most recently, O'Doul's was introduced in the metropolitan areas of Los Angeles, San Francisco, San Diego and Sacramento, CA; Philadelphia, PA; Minneapolis, MN; Phoenix, AZ; St. Louis, MO; Hartford, CT; and Washington, D.C. In addition, the product was rolled out statewide in Delaware, Massachusetts, North Carolina, Oregon, South Carolina, Virginia and Washington.

"It has been our marketing philosophy to present the beer consumer with a broad range of alternatives in terms of beer tastes and beer types," Roarty said. "O'Doul's was created to fill a need for a non-alcohol brew that was indicated by extensive research and field monitoring."

The brew contains less than 0.5 percent alcohol by volume. O'Doul's has trace amounts of alcohol as do soft drinks and fruit juices, Roarty added.

O'Doul's will be available in two different packages--six-pack 12 oz. cans, and six-pack long-neck non-returnable bottles.

According to Roarty, the brew will be marketed to those individuals who want the great taste of beer, but without the alcohol.

"There are many situations where a non-alcohol malt beverage might be preferred, such as during business lunches or while participating in athletic events," said Bob Merz, group brand director, Anheuser-Busch, Inc. "And with the holidays with us, it might also be preferred when consumers know they will be driving."

O'Doul's will be supported by a wide range of marketing support activities, including television, radio, magazines, billboard and local newspaper advertising. The ad agency is D'Arcy Masius Benton & Bowles of St. Louis.

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Title Annotation:Anheuser-Busch, non-alcoholic beer
Publication:Modern Brewery Age
Date:Jan 8, 1990
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