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Anheuser-Busch launches biggest summer promo ever for Budweiser.

Brewer targets four key beer-selling periods

Anheuser-Busch has announced a new aggressive merchandising campaign -- the biggest in the company's history -- to promote the Budweiser Family of beers, made up of Budweiser, Bud Light and Bud Dry.

Participating retailers will receive point-of-sale materials for four targeted, themed promotions that will blanket the key summer beer-selling periods. The four "Bring on the Bud" promotions are: Memorial Day (Bring on the Summer), July 4th (Bring on the Fourth), Late July (Bring on the BBQ), and Labor Day (Bring on the Block Party).

The "Bud One Airship" will serve as the Bud Summer icon, a common thread uniting all promotional windows and extensions.

The promotions offer retailers powerful point-of-sale props to merchandise their displays all summer long.

The displays include dynamic motion displays; beach cabana, fireworks stand and street banner display props; giant summer inflatables (10 designs in all); and themed display wrap, cooler stickers and banners.

A $24 million national TV and cable campaign consists of Bud Family brand spots during sporting events as well as popular prime-time and late-night programming to drive consumer pull-through at retail. The media campaign also includes the infusion of more than $73 million into Major League Baseball team telecasts during the summer. Radio spots will feature contests for up to $1 million in prizes in select markets.

Each of the four promotions offers consumers the chance to buy Bud merchandise at special prices. Included in this branded merchandise are Budweiser beach chairs and umbrellas, barbecue grills, hammocks, and T-shirts.
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Title Annotation:brewing industry
Publication:Modern Brewery Age
Date:Apr 26, 1993
Previous Article:Kirin completes sales, distributor network restructuring in U.S.
Next Article:Coors reports first quarter earnings.

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