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Ten Highlights From Beer Wholesalers' Vegas Bash

  • Ad Age, Friday, September 25, 2009 10:31 AM
Jeremy Mullman gives us a breezy roundup of the National Beer Wholesalers' Association's semiannual confabulation in Las Vegas. Among the 10 takeaways: Several speakers seized on a recent study that showed moderate drinkers live longer than non-drinkers.

That said, last year was a tough one for the industry and sales show little sign of picking up. Maybe that's why alcoholic energy brands such as Joose drew so much attention, although the army of busty blondes in fishnets at the booth had a bit to do with it, he allows. Jakk'd -- a caffeinated grain alcohol beverage -- also got wholesalers attention. Its president, Jack Barreca, says he'll market to an older crowd than MillerCoors did with its ill-fated Sparks.

Imports have been particularly battered lately but marketing consultant Brian Sudano says brands can succeed with better marketing and smarter distribution. Stella Artois has fared well in these tough times, he points out, because its "perfection has its price" has messaging credibility.

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