Printer Friendly

Guinness Import Co. launches non-alcohol Kaliber in cans.

Guinness launches Import Co. launches non-alcohol Kaliber in cans

Guinness Import Co. now offers Kaliber non-alcoholic brew in 12-oz. aluminum cans. The can introduction is expected to increase Kaliber sales and trial because the product can now be consumed in bottle-restricted areas, a company spokesman said.

The brightly-colored cans, which should hit mainstream markets by early June, include the silver and navy horse logo surrounded by a mix of traditional and art deco-inspired design.. According to Paul Block, group marketing director, Guinness, this combination was chosen to communicate traditional, centuries-old brewing expertise behind the brand, as well as the contemporary philosophy that went into the creation of the product.

In addition to the roll-out of the new cans, Kaliber has also introduced "The Kaliber Winning Offer," a scratch-off game card that will adhere to the outside of six-pack carriers.

"Often, basket carriers are overlooked as vehicles for brand exposure," Block said. "With these `stick-ons,' we've found a simple but novel way to attract attention to our brand while offering terrific prizes to our consumers."

Consumers have a chance to win up to $1,000 cash, or Kaliber playing cards. Consumers who scratch off a "winning hand" - as determined by a typical poker hand - will instantly win a prize. The promotion will run through the end of July.

PHOTO : GUINNESS IMPORT CO has introduced Kaliber non-alcohol brew in cans.
COPYRIGHT 1990 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1990 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Guinness Import Co.
Publication:Modern Brewery Age
Date:May 28, 1990
Previous Article:Gubernatorial candidate calls for state-wide single-can beer ban.
Next Article:Hops crop increases.

Related Articles
Clausthaler brew moves to Labatt.
Going light.
Guinness Import names new agency for Bass.
No alcohol, no problem.
Guinness' St. Patrick's Day promotion brings out the "true taste of Ireland." (Guinness Import Co.)
Moosehead features 92-oz. thermal 'cask.' (Moosehead Canadian Lager beer)
Guinness promotes mysteries of Ireland.
New canned stout yields "authentic" Pub Draught Guinness in the U.S.
Nat'l launch of Guinness draught bottle underway.
Skyy Blue to make debut in February.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters