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Article: Heileman launching another malt liquor. (G. Heileman Brewing Co.)
- Article from:
- Modern Brewery Age
- Article date:
- June 24, 1991
CopyrightCOPYRIGHT 1991 Business Journals, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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G. Heileman Brewing Co., seeking to reorganize in bankruptcy court, could be headed for a sales and public relations flop with plans to introduce a higher-alcohol malt liquor, industry analysts say.
The analysts note that moderation in drinking is currently being emphasized by many brewers to counteract negative publicity about excessive use of alcohol.
Heileman, the nation's fifth largest brewer, said it will launch PowerMaster, a malt liquor with 5.9 percent alcohol, next month. Most regular beers contain 3.5 percent alcohol.
Heileman's Colt 45 currently leads the U.S. market for malt liquors, followed by Schlitz Malt Liquor. Both have 4.5 ...