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Bohemia courts Valentine drinkers.

Bohemia courts Valentine drinkers

Bohemia beer, one of the nation's fast-growing imported beers, announced plans to launch a sweetheart of a promotion for February's Valentine's Day festivities-- "Be My Beau."

"`Be My Beau' is Bohemia's first effort to capitalize on the fun and spirit of Valentine's Day," said Dave Weston, Bohemia's brand manager, Wisdom Import Sales Co. "We're targeting both on-premise and off-premise accounts across the U.S. with this effort. Bohemia had an exceptional growth year in 1990, increasing sales by more than 10 percent nationally. We've designed this `Be My Beau' promotion to give Bohemia a strong early-year program to spur continued growth in '91."

A total of 2,500 `Be My Beau' party kits will be distributed nationally in support of the Bohemia effort, according to Weston. These on-premise kits include posters, buttons and table tents.

Off-premise support includes a special `Be My Beau' display card with an "800" telephone number so consumers can order a special "Beau-Quet" through Teleflora.

"Both the on-premise and off-premise elements of our `Be My Beau' promotion emphasize the romance and fun of Bohmemia," Weston said. "We believe it's a great way to kick off our strong '91 sales effort for Bohemia."

PHOTO : MAKING "BEAU"-TIFUL MUSIC TOGETHER--Wisdom Import Sales Co.'s Bohemia beer will provide 2,500 party kits to retailers during the brand's "Be My Beau" Valentine's Day campaign which breaks nationally February 1.
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Title Annotation:"Be My Beau", Valentine's Day promotion by Bohemia beer
Publication:Modern Brewery Age
Date:Jan 28, 1991
Previous Article:Coors launches regional promotion.
Next Article:Coors donates to foundation.

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