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All Brand Importers unveil new strategy.

All Brand Importers unveil new strategy

A major, multi-brand promotion; expanded, across-the-board marketing support; and the introduction of a new line extension were among the highlights of the All Brand Importers, Inc. annual sales meetings held recently in Ponte Vedra, FL and Scotsdale, AZ.

The more than 420 attending wholesalers and distributors were greeted to a multi-media presentation themed, "The Championship Season." All Brand chairman and chief executive officer John Kucich sounded the rallying call in his opening remarks by challenging attendees to show their championship talent by bringing growth back into the imported beer category in 1990.

Kucich dismissed the various reasons for recent declines in imported beer category sales by saying, "The trends today are all in our favor. Consumers may be drinking less, but they are drinking better quality. They want full flavor, and, above all, they want the freedom to experiment with new and different products."

To underscore the quality and variety of its line of imported brands, All Brand unveiled a first-ever, multi-brand promotion titled "World Champions of Taste," which will launch in January. Sports Illustrated artist Donald Moss was commissioned to create a promotion poster featuring sports associated with the six countries, where All Brand imports its beers.

The promotion is flexibly designed to allow participating retailers to highlight individual brands within the All Brand portfolio, Kucich said. Consumers will be offered copies of the poster art, which also will be featured in a variety of point-of-sale and flow materials.

According to All Brand's John Lennon, vice president of marketing, the promotion will reinforce consumer awareness of the rich taste and varied styles of imported beers, as compared to uniformity of most domestic brands.

"We offer what the consumer of the 1990s wants," Lennon said.

"This promotion will insure our brands remain top-of-mind and tip-of-tongue to win a larger share of category sales."

All Brand will leverage the increasing consumer taste for light beers by introducing Dos Equis Light in the spring of 1990. Research indicates 40 percent of all beer sales in Mexican restaurants in the U.S. are light beer. Dos Equis currently enjoys full penetration of Mexican and Tex-Mex restaurants nationwide.

Dos Equis Light, which is All Brand's second light beer line extension (Moosehead Light was launched in 1988), will offer "a rich, full taste with reduced calories," Lennon said.

"There is no question the market is ready for a light Mexican beer brewed with the body to stand up to spicy foods, yet lower in calories," said Steve Hauser, brand marketing manager, All Brand. "But we think the new Dos Equis Light has enough character to go beyond the obvious on-premise opportunity to stand alone in the light category."

Summarizing the All Brand marketing plan for the coming year, Lennon said, "All Brand will undertake perhaps the largest combined marketing support efforts for our brands in the history of our company and certainly one of the largest in support of the imported beer category.

"We're confident our mix of advertising, on- and off-premise promotions and public relations, combined with dedication of our distributor network, will produce record-setting sales in the months ahead," Lennon said.
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Publication:Modern Brewery Age
Date:Dec 18, 1989
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