• Brandweek, Thursday, February 22, 2007 12 PM

Anheuser-Busch's "Here's to Beer" campaign is shifting into its second phase with a focus on activation, following a debut year of awareness building. Despite A-B's efforts, beer's share of the alcohol market shrunk to 50.7% from 51.3% last year, according to the Distilled Spirits Council of the United States.

Food Network host Dave Lieberman will appear on herestobeer.com soon with educational videos about brew styles and food pairings. Online entertainment will include a standup comedian playing seven historical characters--Genghis Khan, Ben Franklin, Confucius, and Catherine the Great--that visitors can click to have a beer with.

"The History of American Brewing," a film underwritten by A-B and produced by documentary filmmakers Ken Burns and Roger Sherman will debut April 5 on the History Channel. New TV spots from DDB, Chicago, will include singer/songwriter Lyle Lovett and Columbian actress Sofia Vergara in a continuing series in which celebrities share who they want to have a beer with.

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