Brewers Make Big Plans For Summer -- Anheuser-Busch, Coors and Miller Prepare For Heavy Load of Promotions, Tie-Ins

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LOS ANGELES – In the perennial fight for in-store display space, Anheuser-Busch is staying local, Miller Brewing is heading north and Adolph Coors is hanging out at the beach.
With sales this summer expected to be flat from a cold and disappointing season last year, the emphasis on displays is stronger than ever. Beer sales probably will fluctuate only 1% this summer, depending on the weather, said Frank Walters of Impact.
With premium and popular brands’ sales down 5% for all of 1992 and an estimated 60% of consumption falling in the second and third quarter, brewers need to grab consumers’ attention.
That could be a challenge, said Hunter Hastings, senior partner at Ryan Management Group.




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