Stroh entering draft category in August - Stroh Brewery Co.; August launching of O M Genuine Draft

Modern Brewery Age, April 22, 1991

Stroh entering draft category in August

The Stroh Brewery Co. announced that the brewery is preparing for an August launch of O M Genuine Draft, the first cold-filtered, non-pasteurized beer product from the nation's fourth-largest brewer.

O M Genuine Draft is also the first entry for Stroh in the draft category and the brand's introduction will be supported by television and radio advertising as well as billboards. Permanent and temporary point-of-sale items will also be provided for the August rollout.

According to brand director Victor Dzenowagis, O M Genuine Draft will be tested in several states before further expansion. An August 1 introduction is expected to take advantage of the late summer selling season, but also to avoid the proliferation of product introductions which occurs during the spring.

"Initial taste tests and other research tell us that consumers respond very favorably to O M Genuine Draft," Dzenowagis explained. "O M Genuine Draft will build upon the positive image and wide consumer acceptance of Old Milwaukee."

According to the brand manager, Stroh was interested in gaining a part of the "draft" category market share, but wanted to enter the segment only with a quality product. "We are excited and pleased with our O M Genuine Draft product and we are certain that beer drinkers will enjoy its refreshing qualities," Dzenowagis said.