Anheuser-Busch’s Industry Development Campaign Encourages Adults To Give Dad the Gift of Beer This Year
ST. LOUIS – Power tools and paisley ties are gifts of the past this Father’s Day thanks to “Here’s To Beer.” Anheuser-Busch’s global industry development campaign is encouraging adult sons and daughters to give dad something he’ll really appreciate – a refreshing beer and a chance to get together to celebrate the day, share stories and create new memories.
“Father’s Day has been an American tradition for nearly a century, but the tradition of celebrating good times, good friends and good family over a beer is as old as the country itself,” said Bob Lachky, executive vice president, global industry development, Anheuser-Busch, Inc. “There’s nothing better than beer to bring people together. We’re encouraging adult sons and daughters raise a glass with dad; and if you can’t have one with him, have one for him"
For the father who’s a history buff, beer enthusiast or just plain interested in learning something new, “The American Brew” is another ideal gift this Father’s Day. From colonial settlers, through the rise of microbrewers and developments in brewing technologies, “The American Brew” explores the evolution of beer throughout the centuries. Originally airing on A&E April 7 – the 74th anniversary of the repeal of Prohibition – the hour-long program is now available for sale on DVD.
Commissioned by “Here’s To Beer” and produced by award-winning filmmaker Roger Sherman, co-founder of Florentine Films, with Ken Burns, “The American Brew” DVD is sold at beer stores and taverns across the country. The special-edition DVD includes 42 minutes of extra footage and interviews for only $5.49. To order “The American Brew” visit www.herestobeer.com.
“Here’s To Beer” will run a full-page ad in USA Today celebrating this important beer holidays June 14.
In February 2006, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
* Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
* Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
* Encouraging adult consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since its launch last year, the consumer-focused Web site www.herestobeer.com has received more than 100,000 hits per month. In March 2007, the site was redesigned bringing even more original content to adults including humorous short films about famous people in history who enjoyed beer, tips on becoming a beer connoisseur and lists of upcoming beer events across the country. For more information on “Here’s To Beer,” visit www.herestobeer.com.
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