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Dear Client: Character-driven marketing hasn’t totally disappeared in beer. The Most Interesting Man has returned, The Busch Guy is still one with the brand and nature, and Bud Light continues to call on a familiar cast of, well, characters. But the zany, mascot-led approach that once defined the category has largely faded – no frogs, no dogs, no wolf(s), no penguins, and so on. What the industry will soon have, however, is lemons – yes, full-on, armed-and-legged, talking lemons, courtesy
Two Big Distrib Deals: A-B Acquiring Advance in CA; SGWS Springs for Clare Rose in NY
Dear Client: Two big wholesaler deals broke late yesterday evening that underscore how the middle tier continues to see consolidation, with Anheuser-Busch buying a wholesaler in Central-ish California and Southern Glazer’s getting deeper into beer in New York. First up: Bakersfield-based, roughly 4-million-case A-B house, Advance Beverage Co. of California’s Central Valley, is selling to Anheuser-Busch, the companies announced. It seems like a new branch territory area in the state for A-B, who still has owned distributor operations in areas
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