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A-B will offer new brands in test markets.

A-B will offer new brands in test markets

In a renewed effort to appease "a public that is restless and looking for new things," according to one executive, Anheuser-Busch has introduced one product line extension while rumors abound concerning a second.

Michelob Golden Draft, which was deemed to duel directly with the soaring sales of Miller Brewing Co.'s Miller Genuine Draft, has been slated for launch in Seattle and western Washington, and Minneapolis. Further test regions are New York and Texas.

Although Anheuser-Busch would not comment on pricing or marketing strategies for the launch, the new product would most likely be priced on Genuine Draft's premium level, dropping it from the Michelob family's super-premium price tag. Besides carrying a similar cost, Michelob Golden Draft also utilizes the same "MGD" moniker and similar clear glass bottles, lending further weight to the idea that the product been introduced solely for the purpose of battling Genuine Draft.

Several wholesalers around the country have also reported that Anheuser-Busch plans to unveil an extension of its Natural Light beer in Reno, NV--Anheuser-Busch Natural Pilsner.

However, one Miller wholesaler in Reno maintained that the report remains only a rumor to this point. "Right now, it's pretty much of a rumor out on the street," the distributor said, "and we don't pay much heed to rumors. We'll just wait and see what happens."
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Title Annotation:Anheuser-Busch
Publication:Modern Brewery Age
Date:Mar 11, 1991
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