Printer Friendly

SEAGRAM LAUNCHES NEW PRODUCT WITH INNOVATIVE ALCOHOL LABEL

 SEAGRAM LAUNCHES NEW PRODUCT WITH INNOVATIVE ALCOHOL LABEL
 WASHINGTON, April 23 /PRNewswire/ -- The Seagram Beverage Company today announced the introduction of Seagram's Spritzer, a clear alcohol beverage that will be marketed in 15 states beginning next month.
 Seagram has boldly labelled Seagram's Spritzer as an alcohol beverage, even though current federal law prohibits the product's alcohol content from being disclosed on its label. This initiative has been taken by Seagram to help avoid the possibility of confusion among consumers between alcohol and non-alcohol products as a result of the proliferation of new beverage products in the marketplace.
 An integral aspect of the marketing and advertising for Seagram's Spritzer is to consistently reiterate that the brand contains alcohol. "Refreshing Alcohol Beverage" is printed clearly on the face label of the (10-ounce) bottle. All point-of-sale materials contain the product description, "A Clearly Refreshing Deliciously Different Alcohol Beverage" to assure awareness of the presence of alcohol. This fact is also communicated in all media messages used to support the brand.
 "In addition to labelling this product as one that contains alcohol, our advertising and promotional materials will prominently and unambiguously define Seagram's Spritzer as an alcohol beverage. As always, our marketing efforts will be directed at adults and will focus on the product and its packaging. Additionally, the product's premium pricing is consistent with its adult, sophisticated image," according to C. Richard Coffey, president of the Seagram Beverage Company.
 Announcement of this action, the first by an alcohol beverage company for a malt-based beverage, coincides with the Surgeon General's recommendation that the beverage alcohol industry clearly identify products that contain alcohol. Seagram decided to note the presence of alcohol in the wording when it began designing the bottle two years ago.
 "We have voluntarily taken this important step to communicate that Seagram's Spritzer is an alcohol product because consumers have a right to know what they are buying and we have a responsibility to tell them," said Coffey.
 Development and consumer testing of Seagram's Spritzer, a malt-based beverage with a light fruit taste, have been under way for more than two years.
 "Creating innovation in this market has never been more difficult," Coffey continued. "Because of changing attitudes and preferences, consumers are demanding products that are low in alcohol, less sweet and suitable for a variety of social occasions.
 "Seagram, as it has done throughout its history, will continue to develop and market beverages that consumers want while at the same time responsibly addressing very legitimate societal concerns," Coffey stated.
 The Seagram Beverage Company, a unit of The Seagram Company Ltd. (NYSE: VO), is responsible for the development, production and marketing of Seagram's Coolers in the United States. The company also produces and sells in selected U.S. markets TAOS aperitif, a new low-alcohol wine-based beverage featuring sparkling spring water. It also manufactures and markets a full line of Seagram's Mixers.
 -0- 4/23/92
 /CONTACT: Christopher Tofalli of Seagram, 212-572-1118/
 (VO) CO: Seagram Beverage Company ST: IN: FOD SU: PDT


GK -- NY033 -- 1708 04/23/92 09:34 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Apr 23, 1992
Words:507
Previous Article:LIDAK PHARMACEUTICALS ESTIMATES $8.4 MILLION RAISED FROM EXERCISE OF WARRANTS
Next Article:FISHER SCIENTIFIC INTERNATIONAL INC. REPORTS SECOND QUARTER EARNINGS


Related Articles
SEAGRAM BEVERAGE COMPANY CELEBRATES 100 MILLIONTH COOLER CASE; NEW PRODUCTS TO SHAPE THE COMPANY'S FUTURE GROWTH
SEAGRAM KICKS OFF TWO CLASSIC AMERICAN FAVORITE FLAVORS: SEAGRAM'S LEMONADE SPLASH AND SEAGRAM'S SUNFROST TEA COOLERS
SEAGRAM INTRODUCES QUEST, A PREMIUM ADULT SOFT DRINK
SEAGRAM BEVERAGE COMPANY APPOINTS MARSHALL HAGEN AS A VICE PRESIDENT
SEAGRAM BEVERAGE COMPANY APPOINTS GEORGE JACKSON AS SENIOR FRANCHISE MANAGER FOR SEAGRAM'S MIXERS
SEAGRAM ANNOUNCES APPOINTMENT OF JOSEPH J. FISCH AS PRESIDENT OF THE SEAGRAM BEVERAGE COMPANY
SEAGRAM APPOINTS ELLEN MARRAM AS PRESIDENT OF ITS BEVERAGE GROUP
The challenge for brands.
HEUBLEIN CHARGES SEAGRAM BEVERAGE COMPANY AND E&J GALLO WINERY WITH PUBLIC DECEPTION
HEUBLEIN, INC. AND E. & J. GALLO WINERY REACH SETTLEMENT IN CONJUNCTION WITH THE 'MARGARITA WARS'

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters