• WSJ (paid subscription required), Wednesday, December 7, 2005 12 PM

The beer industry has discovered Christmas. In an effort to improve their overall image, as well as sell a bit more beer, major brewers are focusing more than ever on offering seasonal brews and special holiday packaging. Leading the pack is the granddaddy of them all, Anheuser-Busch, which is selling its Bud Light brand in seven-ounce, holiday-themed shrink-wrap bottles. "This year we have introduced or tested more new products with a broad range of taste profiles and more new packages than at any time in our company's history," Randy Baker, Anheuser-Busch's chief financial officer, said. Miller Brewing is also getting in on the act with a "limited-edition" 1855 Celebration Lager, commemorating the brewer's 150th anniversary. "I think you're going to see more occasion-based marketing efforts" aimed at "raising the image of beer," Miller spokesman Peter Marino said. It's all part of an effort to improve beer sales, which have been sagging, especially among the coveted 21- to 27-year-old age group, which is beginning to view mixed drinks and wine as more upscale and desirable than beer, research has shown.

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