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Si
ipansar
NOVEMBER 16, 1964
^happy clays' ahead
Sales and advertising expenditures climb as breweries experience breakthrough after 15 years of lagging business
■ The beer industry is brewing again; the nation's third most popular beverage (behind millc and coffee) has reached a new high in popularity.
While consumers tripled record whisky and wine sales between 1947 and 1962, beer sales had remained largely stagnant, climbing less than 5 percent despite a 26 percent increase in population. But of late Americans have been quaffing beer at a greater rate. In 1963, beer drinkers downed 93.8 million barrels of brew, up 2.6 million, registering the second biggest yearto-year gain in one and one-half decades. The U.S. Brewers Assn. is predicting an even bigger increase this year — 97 million barrels.
As every adman knows, expenditures in advertising also have risen sharply. Over the period of 1958 to 1963 advertising allocations by breweries rose 34 percent, 13 percent from 1962 to 1963 alone. Last year brewers spent $236,661,925 in advertising, according to a survey by Modern Brewery Age.
Over the 1961-63 period there were significant shifts in media use, however. The same survey of advertising by breweries in four size categories (sales of 100,
000 barrels or less: 100,000 to 500,000; 500,000 to
1 million; and 1 million and over) revealed the following:
• Newspapers received less money from all four groups.
• Tv, which was off sharply for smaller brewers, was up half again with the second group, down nearly
'November 16, 1964 33