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Beverage Makers Make New England First Stop for New Products, Ads.(Originated from The Boston Globe)
Knight Ridder/Tribune Business News, June, 1996 by Reidy, Chris
Jun. 21--Just as it is for presidential candidates in the primary season, New England is the first stop for some national companies looking to launch new products and test new advertising messages.
When Miller Brewing Co. sought feedback on a new beer and its ad campaign, a SWAT team of Milwaukee marketers was dispatched to Boston.
Some might regard Seattle as the planet's caffeine capital, but when it auditioned six flavors of Nescafe "ready-to-drink iced coffees," Nestle Beverage Co. of San Francisco headed for the Green Mountains of Vermont, where the locals love latte and Burlington is seen as a regional mocha mecca.
New Englanders recruited for various focus groups and taste tastes weren't just asked to comment on beer recipes and coffee flavors;...
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