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Stroh set to test iced tea waters with 24-ounce Chaos in May.

Stroh Brewery Co. will introduce a non-alcoholic iced tea called Chaos in 24-ounce cans perhaps as early as May 1 in some markets.

The nation's fourth largest brewer first tested the soft drink market with the release of Sundance, a sparkling beverage, in the 1980s.

Sundance did not have the mass appeal Stroh hoped for, but turned out to be a niche product, and is now owned by Everfresh Beverages Co.

The flavored iced tea segment accounts for some $200 million and already has as major players Coca-Cola Co., PepsiCo.

"Stroh is getting into a hot category, but they're late. Everybody else is there," said Jim Pomroy, chairman-ceo of Everfresh, which also markets an iced tea brand.

Stroh's entry was inspired by the success of Arizona iced tea, marketed by Ferolito, Vultaggio & Sons, which is sold in 24-ounce cans, and has experienced growth without taking share away from segment leaders Snapple.

Stroh, which sells Schlitz malt liquor in 24-ounce cans, plans to use that packaging capability to exploit a growing area of the iced tea segment, an industry insider said.

Stroh had announced earlier that its Old Milwaukee brand of beers will soon also be available in the larger cans, where legal.
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Title Annotation:Stroh Brewery Co.
Publication:Modern Brewery Age
Date:Mar 29, 1993
Words:202
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