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Leinenkugel's Genuine Bock signals the annual return of spring.

Leinenkugel's Genuine Bock signals the annual return of spring

For Leinenkugel's connoisseurs, nothing signals the return of spring better than the return of Leinenkugel Brewing Co.'s Genuine Bock beer.

Shipped in limited quantities, Genuine Bock is now available until April 30 in selected markets, including Wisconsin, Illinois, Minnesota, parts of Michigan and Iowa, and Disney World in Orlando, FL.

Leinenkugel's Genuine Bock has a distinctively, smooth hearty taste. This taste, and its unique caramel color, result from extra aging and the use of three special types of barley malt.

The product is available in 12-oz. returnable and non-returnable bottles and 12-oz. cans. New packaging debuts this spring in line with recent package developments for Leinenkugel's Original Premium, Light, and Limited.

Genuine Bock will be supported with select radio, print and television advertising. Point-of-sale materials feature Leinenkugel's president "Jake" Leinenkugel, encouraging customers to "Try My Famous Pencil Test," which shows a pencil standing in a glass of Bock, demonstrating the beer's full-bodied character.

PHOTO : SPRING HAS SPRUNG - The emergence of Leinenkugel Brewing Co.'s Bock beer signals the return of another spring.
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Title Annotation:beer available in limited quantity only in spring
Publication:Modern Brewery Age
Date:Mar 26, 1990
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