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Busch Draft ends Tulsa test-marketing.

Busch Draft ends Tulsa test-marketing

Anheuser-Busch, Inc., has ceased distribution of Busch Cold Filtered Draft beer, following a nearly two-year test of the brand in Tulsa, OK.

"Busch Cold Filtered Draft has performed well in the Tulsa marketplace," stated Bob Merz, Anheuser-Busch group brand director. "However, we have always regarded this beer as a test-product, and the test has simply run its course."

The beer was introduced exclusively on a test-market basis in the Tulsa area on March 20, 1990.

"When we first introduced Busch Cold Filtered Draft, we were curious to see how consumers would react to a clear bottle, cold-filtered beer at popular price levels," Merz continued. "We were not disappointed. However, both Busch and Busch Light are doing very well, and in fact, Busch Light is the nation's fastest growing beer. Consequently, we have decided the Busch family does not need another member at this time.

"We are grateful to Golden Eagle Distributing Company - the Tulsa-area Anheuser-Busch wholesaler - and the hundreds of retailers who assisted us with our test-marketing efforts," Merz said.
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Title Annotation:Anheuser-Busch Inc.; Tulsa, Oklahoma
Publication:Modern Brewery Age
Date:Jan 13, 1992
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