Word: bevmark
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Dates: during 2002-2002
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...malternatives" have captured 4.5% of the $8 billion beer market. But industry analysts say the new brands are aimed in part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the company name out," says Tom Pirko of BevMark, a California beverage-consulting concern. "In a sense, the drinks are impostors." James Thompson, marketing vice president for Diageo, denies any such motivation. He says the ads simply target consumers thirsty for the next new flavor. He estimates that malternative brands will spend $250 million to $300 million on television...