Stroh Tests Zima Competitor
g Co. here is test-marketing Clash, a clear malt alcoholic beverage that is the brewer's answer to Zima from Coors.
Test-marketing of Clash began in Colorado, New Mexico and Arizona in mid-May. Produced at Stroh's Longview, Texas, brewery, Clash has a "flavor profile that is different" from Zima, according to a Stroh's spokeswoman.
The introduction will be supported with four-color advertising inserts in alternative newspapers targeted to the audience in Denver, Phoenix and Albuquerque.
Clash is designed to appeal to 21- to 25-year-olds who are well-educated and upscale. It is packaged in a clear bottle with a retro 1960s look.
Bud Unveils Ice Draft Light
ST. LOUIS -- Anheuser-Busch here introduced Ice Draft Light from Budweiser throughout Texas last month, the first step of a national rollout scheduled to be completed later this summer.
Ice Draft Light follows the success of Budweiser's Ice Draft, which it says commands 40% of the ice beer category in supermarkets, and a nearly 2% overall share in supermarkets, according to A.C. Nielsen Co.
"Sales of Ice Draft have exceeded our initial projections. Given the sales momentum of Ice Draft and the strong performance of the light beer category, we're expecting Ice Draft Light to become a favorite among light beer drinkers in the weeks and years to come," August Busch 4th, vice president of brand management, said in a statement.
Crystal Light Gets New Flavor
WHITE PLAINS, N.Y. -- Kraft General Foods here has added a Cranberry Breeze flavor to its line of Crystal Light low-calorie drink mixes.
Cranberry Breeze Crystal Light is being supported with both national television and print advertising, a national freestanding insert and a national in-store wet sampling program.
Crystal Light is celebrating its 10th anniversary this year, according to Kraft.
Miller Light Item Going West
MILWAUKEE -- Miller Brewing Co. here, a subsidiary of Philip Morris Cos., is expanding distribution of its Miller High Life Light beer throughout this summer to an additional 23 states, primarily in the West and Southwest.
The 98-calorie beer was initially introduced in Florida, Nebraska and Washington in January and Alabama in April. Miller High Life Light is near-premium priced and packaged in 12-ounce, nonreturnable bottles and 12-ounce cans. It is being supported with point-of-sale materials co-branded with Miller High Life beer.
Six-Pack Assembly Tool Bows
POUGHKEEPSIE, N.Y. -- A device to help retailers assemble six-packs of cans at the store level was introduced by Smart Instrumentation Co. here.
The device, fitted on top of individual cans, enables a plastic six-pack ring to slip more easily past the can's lip, requiring minimal stretching of the ring, according to the company. It's intended for smaller supermarket operators, as well as convenience stores and greengrocers that package their own six-packs.
Coke's 'OK' Soft Drink Rolls On
ATLANTA -- Coca-Cola Co. here is rolling out OK, a new carbonated soft drink geared toward "hip" "Generation X" male teen-agers and young men.
Coca-Cola said OK began distribution in "selected U.S. markets," which it declined to identify, in May. OK is a dark-colored soft drink with less carbonation than traditional Coca-Cola.