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Article: Anheuser-Busch campaign targets craft brewery market.
- Article from:
- Bulletin
- Article date:
- January 31, 2006
CopyrightCOPYRIGHT 2006 The Bulletin. 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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Byline: Anna Sowa
Jan. 31--Set aside the expensive vino.
If Anheuser-Busch's upcoming marketing campaign is successful, a frosty beer will become the perfect accompaniment to a candlelit dinner.
The grass-roots marketing campaign essentially will compare domestic beer to fine wine and craft beer. It will focus on emphasizing the social value of beer and "romancing the product and the art of brewing," according to a statement from Robert Lachky, Anheuser-Busch executive vice president of global industry development.
The campaign is expected to begin in February.