Business Services Industry
Chicago Tribune Marketing Column.
Knight Ridder/Tribune Business News, December, 2001
By Jim Kirk, Chicago Tribune Knight Ridder/Tribune Business News
Dec. 19--NBC's decision late last week to accept some hard-liquor advertising may upset some viewers by opening the door to similar ads, but, paradoxically, also may help quash the potentially explosive growth of so-called "malternatives" that are so hot with younger drinkers.
The malt-beverage craze, which skyrocketed this summer with Smirnoff Ice, Mike's Hard Lemonade and other brands, has created so much buzz and taken enough volume from light beers that traditional brewers have been considering their own products in an attempt to recapture some volume. They've also spawned something of an uproar because of their sweet taste has wide appeal with underage drinkers.
Smirnoff,...
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