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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.
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Title Annotation:Guinness Import Co.
Publication:Modern Brewery Age
Date:May 28, 1990
Words:228
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