Beers of the world - new beer products and marketing campaigns

Modern Brewery Age, July 15, 1991

For Moosehead, the company announced the availability of a 92-oz. mini-cask for on-premise use. Extensive outdoor advertising will also support the brand.

To provide support for Guinness, the company announced that a specially-developed Draft Guinness van will tour the United States this summer, spreading the word about the draft stout.

The company also noted the signing of a five-year contract with the Pilsner Urquell brewery to act as the exclusive importer of Czech beer.

In addition, G.I.C. reported winning a number of gold medals at Chefs of America food and beverage tastings. Medal winners included Bass Ale. Guinness Stout, Kaliber, Pilsner Urquell and Dos Equis.

New Package for Samuel Smith's Ales

Samuel Smith's Old Brewery of Tadcaster, Yorkshire has begun the export 550-ml embossed Imperial pint bottles of Samuel Smith Nut Brown Ale and Samuel Smith Celebrated Oatmeal Stout to the U.S.

"Samuel Smith has used this bottle for sales of stronger beers in their public houses for more than 100 years," reports Charles Finkel, president of Seattle, WA-based Merchanut Du Vin, importers of Samuel Smith products, "and we think this size will offer the best opportunity to introduce Americans to the 'taste of Yorkshire'." Merchant Du Vin experimented with the 550-ml package for imports of Samuel Smith Winter Welcome Ale in late October 1990. "Initial reaction to the new Winter Welcome package from wholesale distributors was very positive," Finkel reports, "and, within weeks, almost all our wholesalers reported being sold out. Based on the success of Winter Welcome in the large bottle, it was decided to introduce Nut Brown Ale and Oatmeal Stout in the pint package." Finkel notes the two ales will continue to be available in six-packs of 12-oz. bottles.

Saving the Elephants

Anheuser-Busch, importer of the Carlsberg family of brands, has announced that a donation will be made to Wildlife Conservation International (WCI) for every case of Carlsberg Elephant Malt Liquor sold. The money will be earmarked to assist WCI's efforts to preserve the African elephant.

"We have a responsibility to future generations," says Brian Porter, brand manager of the Carlsberg family. "Elephant Malt Liquor has found a very worthy cause in Wildlife Conservation International, and we hope this donation will help keep the vibrant and intriguing elephant alive."

WCI is a branch of the New York Zoological Society established in 1895. It is the oldest conservation program of its kind in the U.S. It supports 122 long-term preservation projects in 44 countries, and maintains a full-time staff of field scientists studying endangered species and troubled ecosystems.

"WCI has a wide and comprehensive mission," notes Dr. John Robinson, WCI director, "and we are proud to receive from Elephant Malt Liquor their generous support for a very important and integral part of that mission--namely, saving the African elephant."

Point-of-sale materials promoting this off-premise charitable effort will include a convenience pole and price card, coolerstickers and bin header. Free brochures detailing the preservation effort will also be offered.