The universal language of beer
Article Abstract:
Sleeman Brewing and Malting knew that it had to do things differently if it was to succeed in Quebec. The brewer hired Diesel Marketing to create a marketing campaign for its microbrew product. Diesel decided that radio would be Sleeman's best advertising medium, using radio spots that would feature company president John Sleeman. Diesel was bold enough to gamble on Sleeman's inability to speak French but would have to be acceptable to French-speaking Quebec residents.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Labatt USA ups ad budget to $110M
Article Abstract:
Labatt USA Inc has increased its marketing budget by 30% to about $110 million in an attempt to increase its share in the US premium beer market. The company has also set the prices of its premium beer labels at 2% higher than the competition in hopes of establishing its brands as up- scale alternatives. Among the brands that will have improved market profiles are Blue, Blue Light, Rolling Rock and several European and Mexican imports.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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