Page 52 - ThePhoenix1982-83

Page 8 November 18, 1982 Contention among brewers gets fiercer than ever in 80's CllmpU5OigC51NI'W5 Seruice sole owner of the 5t. Louis has not cornered the beer light beer commercials showed As the beer-making industry Cardinals baseball team and market. Mi!ler has a tight grip rough and tough men approv- gets older, the number of the company's product will be on light beer drinkers, who ing the taste of reduced-calorie American breweries is..dwindl- the official beer of the 1984 buy 15 percent of all beer sold. beer. ing. But that does not mean Olympic Games in Los Last year, 60 percent of all This same type of image- competition for the nation's Angeles. The recent World light beer purchased had a making was used by Miller's .d r in king dollars is also Series championship won by Miller brand. parent company Phillip Mer- decreasing. On the contrary, the Cardinals, over the Miller has been successful in ris._.in the 1950s and 19605 the power struggle for control Milwaukee Brewers ironically the light-beer market because when they-vaulted Marlboro of the beer-drinking market' enough. added much publicity of an effective marketing cam- to the lop of cigarette sales has never been so fierce. and name recognition to paign begun in the mid-1970s with the help of rough, tough The top two Anheuser-Busch. when the beer 'was first in- cowboys like the Marlboro contenders-Anheuser-Busch As big as A-B is, however,...it troduced. Their legendary Man. In both .cascs. the of St. Louis and Miller Brew- ing Co. of Milwaukee-have left all the' other brewers scrambling for their lives. Last year, the two companies sold EVEN STRAIGHT liS CAN'T over 50 percent of the 176 million barrels of beer con- sumed in 1981. HELP IF YOU FWNK TUITION. Miller and Anheuser-Busch have grabbed a large chunk of the market because as the number of beer drinkers in- creased, so did they. They had Today, the toughest thing about going to get bigger because a com- to college is finding the money to pay for it. pany needs a fat wallet and a But Army ROTC can help - two huge brewery in order to make ways! and market beer. Detroit absorbed F. & M. First, you can apply for an Army Today, the cost of operating Schaefer Co. of New York in ROTC scholarship. It covers tuition, modern equipment can absorb 1981, and last summer it took books, and supplies, and pays you a bundle of money each year on Schlitz Brewing Co. of up to $1,000 each school year it's and just setting up a brewery Milwaukee. Schlitz, once the in effect. can be a $250 million project. number two beer maker, fell But even if you're not a Pushing a hard advertising to a lagging third after it began campaign isn't cheap either. using cheaper ingredients in scholarship recipient, More times than not, pro- the early 1970s. ROTC can still help moting a beer is more expen- The Pabst Brewing Co., also with financial assis- sive than producing it. a once-successful brewer, is tance-upto$I,OOO Smart marketing is a plus to now trying a merger with a year for your any beer company, and Washington State's Olympia last two years in Anheuser-Busch knows it. Brewing Co. At the same time, the program. That's why the company has the G. Heileman Brewing Co For mare been at the top for the past 25 wants to take over Pabst. A information, years, and why its premium- Pabst shareholder, Irwin contact your priced beer, Budweiser, and its Jacobs, is hopping mad about Professor of super-premium beer, the move and is tossing the Military Science. Michelob, are leading sellers. company into a brewing legal ARJIIY!IOK. marketing theory was 10 -get battle. BEALL lOU CAN BE. people to use the products Anheuser-Busch has been because of what that use marketing its products by would say about them. making sports and beer as What about the rest of the natural as soup and sand- beer-making field? Twelve wiches. The name Anheuser- years ago they made 76 per- Busch is already commonplace cent of the 122 million barrels with sports fans who listen to consumed in 1970. Now they the radio. The company spon- make less than half, and those sors most of the broadcasts of who are getting by are doing it major league baseball, pro by consolidation. football, basketball and Stroh Brewing Co. of hockey nationally. A-B is also ~ Genesis Hair rJII "Begin~n~~~~rScare" 140 Village Shopping Center Westminster Personally designed cuts for you Appolntrnerrts appreciated I but not needed Redken _ Nexus Hair care products Special for WMC students ---$2:oo-~fi~-:-------------- 23 students are attending WMC on ROTC scholarship. Join us for an adventure this any haircut: $5.00 off weekend, 20-21 November. Contact Captain & blow dry: any penn Mauldin, campus ex. 620. ·th this I with this VV1 I : I coupon I I L~ coupon ~_L---- __--------I I ~