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Kaliber

Kaliber/Wimbledon promotion to be served up in August and September, GIC says

A "Win Wimbledon" promotion is being served up for Kaliber non-alcoholic beer during August and September, Guinness Import Co., importer of the brew, has announced. The promo will feature rebates and consumer sweepstakes.

Consumers who enter the sweepstakes are eligible to win a grand-prize trip for two to England to watch the 1990 Wimbledon Championships. Hotel accomodations, airfare, admission to the matches and $1,000 in cash will be awarded, the importer reported.

Additionally, 10 second-prize winners will receive the "Jimmy Connors' Tennis Fundamentals" videocassette, valued at $40 each. Wilson Extra Duty tennis balls will be awarded to 50 third-prize winners.

"We're providing millions of high-value rebates which should be well received by Kaliber fans, and which will encourage trial of the product by consumers less familiar with the non-alcoholic category," Greg Kelly, group marketing manager, Guinness Import, said. "Considering the scale of this promotion, we're anticipating a measurable increase in traffic for both on- and off-premise accounts."

On August 27, the importer noted, a free-standing insert with sweepstakes information and a $1.50 rebate coupon will be included in major newspapers in the top 30 markets. In total, the coupons will reach over 14 million consumers across the U.S., GIC reported.

Additionally, valuable rebates worth up to $6 will accompany sweepstakes entry forms on point-of-scale materials, including bottle neckers, case tuckers with take-one pads, and table tents.

No purchase is necessary to enter the contest, the importer said, and all winners will be determined in November.
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Publication:Modern Brewery Age
Date:Jul 31, 1989
Words:261
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