Beer Reigns Supreme
November 30, 2007Once again, it’s been confirmed that beer reigns supreme.
The industry is on the upswing and as it continues to grow, efforts to promote beer and to remind people of the good things for which it stands are stronger than ever.
As we enter the second year of our Here’s to Beer campaign, we have a lot in store and we remain focused on our goals to:
Remind people of the social value of beer and how it brings people together in an unpretentious way.
Reinforce beer’s refreshment, all-natural ingredients and beauty. From the art of brewing to the sound of the bottle opening, to the aroma and the pour, we want people to appreciate the entire experience that is unique to beer.
Encourage people to view beer in a new way and illustrate beer’s wide variety of styles and flavors and its ability to pair so well with food.
We have major initiatives planned for the Here’s to Beer campaign for 2007 in film, TV advertising and the Internet all focused on enhancing and elevating the image of beer. In March, herestobeer.com will feature Food Network host Dave Lieberman, with educational videos about brew styles and food pairings. Online entertainment will also include a stand-up comedian who will play seven historical characters – Genghis Khan, Ben Franklin, Confucius, and Catherine the Great – which visitors can click to have a beer with.
New TV spots will include singer/songwriter Lyle Lovett and Columbian actress Sofia Vergara in the continuing series where celebrities reveal who they would share a beer with if they could choose anyone.
Visit www.herestobeer.com for updates, and keep your eye out for our new salutes and efforts to promote this wonderful, timeless beverage.
Industry Recognition
Just as the Gallup Organization, which studies human nature and behavior, indicated in its poll last year that beer once again is America’s beverage of choice, a second report from ACNielsen, the world’s leading authority on consumer behavior, has also confirmed that beer is back on top.
The 2006 report, What’s Hot Around the Globe – Insights on Growth in Food & Beverage Products, reviewed the fastest-growing products in the food/beverage categories in several markets across the world. The report shows that beer consumption and the alcohol category is growing fast and surpassing wine and other beverages on a global level.
Other key highlights include:
Beer is the leading category in global beverage alcohol sales.
Beer experienced a growth of $4 billion – leading the category of growth of all food and beverage categories; wine gained $1.3 billion – ranking ninth largest.
Beer exhibited growth in 38 of the 57 countries included in the study.
With all the new brews launching into the market, beer lovers have more options than ever before. Here’s to keeping the industry growing and keeping beer lovers satisfied.
Thanks for choosing beer!
Bob Lachky
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