Beer in U.S. top 10
By
JOHN HUTCHISON
Steinlager. brewed in New Zealand; is now in the top 10 most popular imported beers in northern California. Sales have increased 110 per cent in the year ending April 1, according to Mr Marty Johanson, export manager in the United States for Lion Breweries. Although the exact quantity was not disclosed. the sales are known to total many thousands of cases. Entry into -the top 10 is in the face of competition from more than i 00 imported beers sold in northern California. ' Steinlager is now distributed in 27’American states.
but last year Lion and ShawRoss Imports, the Floridabased firm representing Steinlager in the United States, decided to concentrate the whole sales and advertising budget on the San Francisco market area. Television, radio and outdoor advertising are being used, based on marketing studies done by Mr Johanson and Shaw-Ross Imports. The success of the strategy has resulted in a plan .to apply it now to (southern California. Mr Johanson will move there next month.. d:
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Press, 20 April 1981, Page 17
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173Beer in U.S. top 10 Press, 20 April 1981, Page 17
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