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Steinlager increases sales with promotions, marketing.

Steinlager increases sales with promotions, marketing

According to New Zealand Breweries and the Martlet Importing Co., Steinlager beer has experienced a dramatic 28.1-percent increase in U.S. sales over the last 12 months. The success has been predominantly attributed to marketing and promotions.

Jim Robertson, vice president of U.S. sales, oversees these programs, which include the Steinlager Challenge. The event is a three-phase yachting project created by New Zealand Breweries as campaign for its product.

The first phase of the project was the Steinlager I, which was skippered by Peter Blake. The 60-foot trimaran finished the Around Australia race nearly five days ahead of the next competitor.

Steinlager II won the 33,000-mile Whitbread Round the World Race this spring. The course included a stopover in Ft. Lauderdale, FL, where the brand was strongly promoted.

"It was unbelievable that Steinlager was the only beer being aggressively promoted in Ft. Lauderdale at the end of the fifth leg," said Richard Blundell, corporate affairs manager, Fisher & Paykel (another New Zealand entry). As a result of the Whitbread, officials estimated that the brand earned nearly $60 million in free advertising, while Sweden agreed to brew Steinlager under contract.

"Capitalizing on the success of Steinlager II's leading position, Steinlager was able to increase sales far beyond our expectations," Robertson reported. "This was achieved with an intense PR and promotional campaign in the Ft. Lauderdale market. More importantly, we have been able to sustain these sales figures over the past five months since the Whitbread.

"Considering the sliding sales of today's U.S. import market, Steinlager's 28.1-percent sales increase over the last year is a major success for the brand," Robertson concluded.
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Title Annotation:New Zealand Breweries, Martlet Importing Company Inc., Steinlager beer
Publication:Modern Brewery Age
Date:Oct 1, 1990
Previous Article:Clausthaler brew moves to Labatt.
Next Article:Barley production estimate increased since August forecast.

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