Positioning takes on greater value

Chura, Hillary
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps12
Trade Publication
This article focuses on the efforts of beer, wine and spirits marketers in the U.S. in search for a share of the $106 billion spent on beer, wine and spirits annually, as of October 1999. Arthur Shapiro, group head of marketing and brand development for the Seagram Spirits & Wine group, said advertising is the linchpin, but one needs to do more than just advertise. Number one brewer Anheuser-Busch launched Tequiza, a beer with a hint of tequila, nationally in February and is testing Devon's Original Shandy, a mix of beer and citrus-ade. Not only do line extensions give a company more offerings to attract experimenting consumers, but they increase ever-important shelf presence. While not an immediate threat, tequila is gaining. The Mexican import is expected to see per-capita consumption grow from 3.1 liters per person now to 3.2 liters by 2010.


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