TITLE

Positioning takes on greater value

AUTHOR(S)
Chura, Hillary
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2369612

 

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