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Phoenix Imports climbs.

Phoenix Imports climbs

Like the legendary bird that inspired its name, Phoenix Imports' sales continued upward in 1989, posting an increase of 25 percent over the previous year. This marks the third year of double digit sales increases for Phoenix, despite a rather lackluster performance of the imported beer market in general.

Phoenix attributes its success to its unique and diverse selection of "gourmet" beers, the growing consumer demand for beers with more taste and character, and the on-going efforts of its distributors network and sales representatives.

According to George Saxon, Phoenix president, "There's a revolution going on among beer lovers in America. They've discovered the eclectic range of traditional beer styles available to them, whether imported or domestic micro-brewed beers, and are choosing these beers, in growing numbers, over the bland and rather tasteless mass-market lagers, both domestic and imported."

Phoenix's range of beers is designed to satisfy that demand, Saxon noted, with classic examples of unique styles from England, Belgium and Switzerland, including: Thomas Hardy's Ale, a laying down beer that will improve in bottle up to 25 years and is said to have inspired the author after which it is named; Corsendonk Monk's Brown Ale, a rich, malty brew in the classic Trappist style of Belgium; and Samichlaus Bier, a Swiss lager listed in the Guinness Book of Records as the strongest beer in the world.

"We expect that Phoenix will enjoy continued growth this year and in the years to come," added Saxon, "as more and more beer lovers discover the rich and varied selection of hand-crafted beers available to them. And of course, we will be adding to that variety with carefully selected beers in the future."
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Title Annotation:beer and ale importer
Publication:Modern Brewery Age
Date:Feb 12, 1990
Previous Article:All Brand promotes Dos Equis "EXXperience." (beer advertising)
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