Word: mettenheim
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Your May 26 story on Pabst's 100 millionth barrel celebration in Mettenheim, Germany, presented an interesting point of view on the value of corporate celebrations that involve the press. There is, as I'm sure you're aware, another side to the story...
...story was preposterous. To promote the brewing of its 100 millionth barrel of beer, Pabst flew a delegation back to the tiny German village of Mettenheim, birthplace and first malting grounds of Company Founder Jacob Best. The idea, chuckled a frank Pabstman last week, was "blatantly commercial...
Even so, Pabst had no trouble getting the press to go along with the story. In fact, 63 newsmen went all the way to Mettenheim and back on the trip. Resuit : a classic example of the big-business press junket that plys the newsmen with free food, drink, travel and entertainment in exchange for his weary-eyed presence at trumped-up events ranging from the re-enactment of the ride of Paul Revere (American Airlines) to a "bake out" in Paris (Pillsbury Mills). "Beverage of Peace." In U.S. journal ism the junket has become an institution ranking somewhere between...
Down the Bunghole? The grind of pleasure never let up for the next two days. In Mettenheim for the presentation of the golden barrel, the newsmen blearily watched a maypole dance, listened to a glockenspiel band, and sipped beer. When the local burghers clapped at a speech by the U.S. consul general, one Pabst man said incredulously: "For God's sake, these people are taking us seriously...
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