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Article: Beck's ramps up for 1999: Beck's marketing executives discuss aggressive new plans for the upcoming new year.(interviews with Brauerei Beck Director Axel Meerman and Beck's North America Executive Vice President Rainer Meyrer)(Interview)
- Article from:
- Modern Brewery Age
- Article date:
- January 18, 1999
CopyrightCOPYRIGHT 1999 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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Recently, Modern Brewery Age conducted an interview with Axel Meerman, director, Brauerei Beck & Co. and Rainer Meyrer, executive vice president, marketing, for Beck's North America. The Beck's brand has been a solid presence in the American market for decades, in large part due to the efforts of beer importing pioneer Walter Driskill. Today, there are many more imported brands to compete with, however, and Beck's has been seeking a way to break through the market clutter. The company has just boosted its ad budget dramatically, with new TV spots that show great promise. The ads are high-brow and individualistic, and are a dramatic improvement over the somewhat enervated ...
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