Anheuser-Busch To Import Elephant Red From Canada

Business Wire, Nov 17, 1994

ST. LOUIS--(BUSINESS WIRE)--Nov. 17, 1994--Anheuser-Busch Inc. today announced the introduction of Elephant Red, a red lager imported from Canada, which will compete in the rapidly growing red beer segment of the U.S. brewing industry.

Anheuser-Busch will distribute Elephant Red, which is brewed under license from Carlsberg A/S by Labatt Brewing Co. Initial distribution of Elephant Red will begin in the Upper Midwest.

"We look for Elephant Red to favorably compete in the rapidly growing red beer segment of the industry, a segment that has seen many new entries in recent months," said Gregg Billmeyer, Elephant Red brand manager. "Specialty beer drinkers should not only appreciate Elephant Red's unique taste, but also the brand's very distinctive packaging and advertising."

A very drinkable lager with a dark red color and a full-bodied taste, Elephant Red is being brewed at Labatt's Montreal brewery. "Elephant Red has all the great attributes of a red beer without the heavy aftertaste found in many competitive red beers. We view it as an ideal combination of color and taste," said Billmeyer.

The beer is brewed using 100% European hops, carefully selected barley varieties, and the special Carlsberg yeast.

"The development of this beer further strengthens our long-standing relationship with Carlsberg," said Billmeyer. Anheuser-Busch imports from Denmark the Carlsberg, Carlsberg Light and Elephant Malt Liquor brands.

Using the "Stand Out from the Herd" tagline, Elephant Red will be supported with a full complement of radio and newspaper ads and POS materials -- all of which play off the brand's unique elephant character.

CONTACT: Mike Lenzen, for Anheuser-Busch, 314/982-1751