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PITTSBURGH BREWING COMPANY INTRODUCES KEENE'S NON-ALCOHOLIC BEER

 PITTSBURGH BREWING COMPANY INTRODUCES KEENE'S NON-ALCOHOLIC BEER
 PITTSBURGH, Nov. 25 /PRNewswire/ -- As the holidays approach and public awareness turns to the importance of safe driving habits, Pittsburgh Brewing Company introduces its first non-alcoholic beer, called Keene's, to offer consumers an alternative to alcoholic beverages, a spokesman said today.
 "Keene's is designed to offer an alternative to consumers who want to enjoy the full-brewed taste of beer without the alcohol content," explained Jack Isherwood, president of Pittsburgh Brewing Company. "Safe driving and the use of designated drivers are always a concern, and Keene's is the perfect alternative for people who don't want to drink alcohol, especially designated drivers during the holidays.
 "Keene's is full-brewed, and then the alcohol is removed, giving it the full-bodied taste of regular beer, simply without the alcohol," Isherwood said. According to Isherwood, this is an unusual approach to production of non-alcoholic beer that the brewery believes will enhance its appeal among consumers.
 "A strong niche is developing for non-alcoholic beer among increasingly health-sensitive and socially moderate consumers," explained Michael Graham, vice president of marketing and sales for the brewery. "Keene's is our response to consumers' interest in such alternatives."
 Non-alcoholic beer is not a totally new venture for Pittsburgh Brewing which has a long track record brewing non-alcoholic products under contract for other breweries. In fact, non-alcoholic beer at one time represented 20 percent of Pittsburgh Brewing's total production.
 Keene's will be used to actively promote the importance of safe driving. At the New Year's Eve Penguin game against the New Jersey Devils, the Penguins and Keene's will team up to sponsor special wallet-sized cards called "Know Your Limits" as a community service to all fans. The cards will outline safe drinking limits for various body weights. In addition, Keene's will be made available to fans during the game.
 Keene's will also encourage designated driving at the last two home Steeler games when Santa Claus and his elves will award Keene's and other prizes to designated drivers at tailgates in the parking lots of Three Rivers Stadium.
 Keene's represents the second new product introduction for Pittsburgh Brewing in four months, following its rollout of Classic Draft and Classic Draft Light in August.
 -0- 11/25/91
 /CONTACT: Nanette Overfield of Nellis Communications, 412-431-5511, for Pittsburgh Brewing Company/ CO: Pittsburgh Brewing Company ST: Pennsylvania IN: FOD SU: PDT


CD -- PG002 -- 6664 11/25/91 08:01 EST
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Date:Nov 25, 1991
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