Sponsor (Oct-Dec 1964)

Television has been the most important medium to Anheuser-Busch for many years. The brewery was one of the first advertisers to alter its distribution to conform to the pattern of a television signal rather than geographic boundaries. In 1959 Walter Reisinger, advertising manager, stated that "wholesalers are now assigned to tv coverage areas rather than by states as had been the former Anheuser-Busch pattern." In 1963 Anheuser-Busch nationally spent $2,184,000 in network tv and $7,957,830 in spot tv. For the first half of 1964 AnheuserBusch Inc. spent $565,700 in network and $3,455,800 in spot. The company's distribution arm spent nothing in network tv, nearly $300,000 in spot. Jos. Schlitz (Schlitz, Burgermeister. Old Milwaukee) trailed Anheuser-Busch by over 2.1 million barrels in 1962, but narrowed the sales gap in 1963 to 1.5 million barrels. Sales in 1963 increased a healthy 13.7 percent (6.9 million barrels to 7.8 million barrels) and share -ofmarkct improved from 7.5 percent to 8.4 percent. In the spring of 1963, Schlitz led the introduction of the pulltab beer can and was the first company to achieve national distribution. The new can was heavily advertised on tv. In 1963, Old Milwaukee brand distribution was expanded to Iowa, Indiana, Mississippi, Arkansas and Wisconsin (with further expansion this year). Schlitz is currently introducing Schlitz Malt Liquor in selected test markets. In 1963 Schlitz spent $2,184,000 in network tv and $7,975,830 in spot tv. For the first half of 1964 Joseph Schlitz Brewing Co. spent $1,280,600 in network tv and $3,601,300 in spot tv. The Schlitz distribution arm spent nothing in network and $234,200 in spot. Pabst (Pabst Blue Ribbon, Blatz, West Coast's East Side). Thirdplace Pabst posted the second largest barrelage increase in 1963 vs. 1962 (825,000); fast-stepping Schlitz was first with 945,000. Pabst 1963 sales increased 14.1 percent over 1962 (6.7 million barrels vs. 5.8 million barrels) while share-of-market grew to 7.2 percent over 6.4 percent in 1962. Two years ago Pabst started selling its premium beer at "popular prices" in the New York metropolitan area, California and four Midwestern states. The success of the move has led Pabst to lower its prices in the New England market. A major part of Pabst's good 1963 showing was credited to gains made in the Southwest where it extended its popular price policy. In 1963 Pabst allocated $173,900 to network tv and $5,514,630 to spot tv. For the first half of 1964 the Pabst Brewing Co. spent $76,200 in network and $2,540,700 in spot. The Pabst distillers spent nothing in network and $40,500 in spot. Canadian Breweries Ltd. (Carling Red Cap Ale, Carling Black Label, O'Keefe, Stag, Heidelberg). Carling, which nosed out Falstaff for fourth position in 1962, widened its lead by 130,000 barrels in 1963. It also upped its market share from 5.9 percent to 6.1 percent; sales increased 5.4 percent over the two years (5.7 million barrels vs. 5.4 million barrels). The company claims to be the fastest-growing in the industry, posting sales gains every year for the past 13 years. Since 1949 it has bought three breweries, built three and has another under construction. 1 Understdnding beer consumers Dr. Kent: selling to the "grey consumer.' ■ Three findings, each of them contrary to usual opinions regarding the mass market's attitude toward beer and its use of the beverage, have been determined from a new exploratory study conducted by Needham, Louis and Brorby. The study, entitled "Missed Opportunities," explores the grey area between the black and white stereotypes of people and situations employed in most beer advertising. Dr. Leonard Kent, NL&B vice president and director of research, outlines the three findings as follows: • Beer consumption has little to do with a person's social status. "It is very important to realize that the meaning and importance of beer is about the same for all social classes," Dr. Kent points out. So, too, are the motivations and satisfactions which are considered to be involved in beer drinking. This invites the $64 question: If social classes see beer as fulfilling a similar role, why do consumption rates vary among different social classes? The answer, based on the NL&B study, is that beer consumption varies with the beer-drinking occasion. Each social class has its own pattern of life, and some patterns include more beer drinking than others, Dr. Kent explains. Higher social classes are less likely to experience beer-drinking opportunities. They are less likely to experience such relaxed situations because of family, business and civic commitments. When they do socialize, they are less likely to do so informally. Although the NL&B findings point out that beer consumption varies with opportunity, much of 11 f 36 SPONSOR