Giving beer a makeover.(Beer Business)

Beverage Dynamics, July, 2006 by Beaumont, Stephen

Unless you've been hiding in the stockroom for the past months, you've heard about "Here's to Beer," Anheuser-Busch's generic campaign to improve the public perception of beer in general. It comes complete with a website (www.herestobeer.com), Spike Lee-directed television commercials and a slew of banner ads scattered across the Internet. And I should repeat here for emphasis that it's a generic campaign, not promoting any or all of Anheuser-Busch's brands, but simply the very idea of beer.

This, you might think, would be the kind of move that other breweries, both large and small, would embrace. And you would be wrong.

Tepid Response

Across the industry, response has been, at best, lukewarm. According to a recent Associated Press story,...

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