TITLE

DORMANT FOR LONG ENOUGH

AUTHOR(S)
Benady, David
PUB. DATE
August 2002
SOURCE
Marketing Week;8/29/2002, Vol. 25 Issue 35, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Examines the impact of the Interbrew's relaunching of Castelmaine XXX lager brand on the Great Britain brewing industry. Mergers and consolidations in the beer market; Brand relaunching signaling the rebirth of the dormant industry; Marketing plans of breweries for their major brands.
ACCESSION #
7333085

 

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