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STROH SUPPORTS INDUSTRY CAMPAIGN TO CURB UNDERAGE ALCOHOL PURCHASES

 DETROIT, Feb. 24 /PRNewswire/ -- The Stroh Brewery Company today hosted fellow industry organizations at its corporate headquarters to announce support of the second phase of an industry-wide public-service campaign aimed at preventing underage purchases and consumption of alcohol.
 Stroh President William L. Henry, in conjunction with representatives of the Beer Institute, the National Beer Wholesalers Association and the National Association of Broadcasters, described the television and radio components of the national campaign that warns minors that the beer industry does not want their business. Phase One of the campaign was launched in 1991 with the introduction of a point- of-sale program reminding consumers that alcohol retailers will check i.d. cards before any sales transaction.
 Henry said that Stroh strongly supports the new broadcast element of the campaign as a means of effectively reaching more youth with this message.
 "The Stroh Brewery Company has always backed efforts to curb underage purchases and consumption," Henry said.
 "Through this united effort to deliver our message by way of such powerful mediums as television and radio, our industry can have a far- reaching impact."
 Stroh was the first major brewer to eliminate college marketing programs, and in 1985, Stroh discontinued spring break promotions. Henry said the brewer felt too many of those promotions involved minors.
 Since that time, Stroh has supported a variety of educational programs to teach responsible and moderate consumption to legal-age consumers. In addition, Stroh is a founding sponsor of The Century Council, an organization comprised of vintners, distillers and brewers joining together to promote programs designed to discourage drunk driving and underage alcohol consumption.
 "In addition to our ongoing efforts to discourage misuse of our products, we are proud to participate with the other members of the Beer Institute, wholesalers, retailers and broadcasters in this public service campaign," Henry said. "It sends a clear message, through a means that today's youth can readily identify with, that we are committed to the fight against alcohol abuse."
 The Stroh Brewery Company is the nation's fourth-largest brewer. Its headquarters are located at Stroh River Place in Detroit.
 -0- 2/24/93
 /CONTACT: Lacey Logan of The Stroh Brewery Company, 313-446-3118/


CO: The Stroh Brewery Company ST: Michigan IN: FOD SU:

DH-JG -- DE014 -- 9864 02/24/93 11:24 EST
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Date:Feb 24, 1993
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