Word: superpremium
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Dates: during 1980-1989
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...Molson Breweries and West Germany's Kaltenberg, went on sale. Coors brews Masters at its Golden, Colo., plant using a recipe formulated by the three partners. Initially, the beer will be available only in Boston, Miami, Washington and Columbus. Priced 25 cents higher per six-pack than American superpremium beers like Michelob, Masters is likely to be a brew for an upscale restaurant rather than a neighborhood tavern...
...sales have soared 124%, from 24.3 million bbl. of beer in 1971 to 54.5 million bbl. last year. The firm's Budweiser brand is the largest-selling premium-priced beer in the U.S., with a typical retail price of $2.40 a sixpack, while Michelob, the company's "superpremium" offering, at about $2.90 a sixpack, leads that market segment as well...
...Blue Ribbon brand back up again in an effort to restore its status as a premium beer. For now, though, the company's hopes for stronger sales rest chiefly with its own new entrant into the low-cal sweepstakes, Jacob Best Premium Light, and its popular West Coast superpremium brand, Henry Weinhard Private Reserve...
Belatedly, Coors has geared up to establish national distribution by building a second brewery near Elkton, Va., but slow sales have forced the plans to be shelved for the time being. More immediately, the brewer has begun advertising heavily, and is in the process of adding a new superpremium brand, Herman Joseph's 1868. Insists Company President Joseph Coors: "We will fight tooth and nail to improve our market, and we're going to survive...
...passion. The steamy South-Central states consume less than half (10.77 qt. per digestive system per year) as much as the hungriest region, which is New England (21.86 qt.). Marketing men in the dairy industry have a suspicion that forthright Southeasterners will not eat what they cannot pronounce. A superpremium sells there under the no-foolin' name of Rich & Creamy...