Band of Brewers

Friday, November 25, 2005

Transcript

Despite millions of dollars in television advertising, beer sales have gone flat in recent years. Meanwhile, market share for both spirits and wine has crept up. Bob Lachky, executive vice president for global industry development at Anheuser-Busch, is trying to organize the Beer Institute and other brewers into a media campaign to fight back. He tells Bob that beer relies too much on one message, and too much on the small screen.

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