NEWS ROUNDUP 1994-02-21 (3)

Natural Light Beer Sales Peak

t Beer posted a record sales increase of 28.6% in 1993 vs. the previous year, according to Anheuser-Busch.

The sales increase marked the 10th consecutive year of double-digit growth for the brand. "We attribute much of Natural Light's record sales performance to extremely strong sales volume by the brand in the Southern and Southeastern state regions, traditional strongholds, as well as in the Western U.S.," said Brian Porter, Natural Light senior brand manager.

Minute Maid Naturals Debuting

HOUSTON -- Minute Maid Naturals, a new line of shelf-stable juice and juice drinks developed and introduced by Coca-Cola Foods, are hitting grocery shelves through the first quarter of this year.

The launch will be supported by a mix of trade and consumer advertising support. According to the company, these products will represent the segment's first 46-ounce PET, or polyethylene terephthalate, bottle. A 64-ounce PET bottle also will be available.

"With Minute Maid Naturals, we are poised to take advantage of the fastest growing segment of the juice and juice drink category," said Caryn Crump, general manager of marketing for Coca-Cola Foods.

Zima Clearmalt Going National

GOLDEN, Colo. -- Zima Clearmalt, Coors Brewing Co.'s new alcoholic beverage, is expanding nationally this month. Zima Clearmalt is a clear, lightly carbonated alcoholic beverage, which, according to Coors, was designed to offer consumers an alternative to mainstream choices such as beer, wine, wine coolers and mixed drinks.

Coor's support strategy includes an advertising campaign with outdoor teaser billboards, television and radio spots, and print advertising. It also includes on- and off-premises promotions and a sell-in strategy that introduces Zima exclusively in bars and restaurants for one month before it is available in supermarkets and other retail stores to build consumer awareness and trial.

The brewer has also entered the rapidly crowding ice beer market with a product called Coors Arctic Ice, domestically brewed using technology licensed from Labatt Breweries of Canada. The product will be shipped and sold cold, according to the company.

Miller Adds Reserve Velvet Stout

MILWAUKEE -- Miller Reserve Velvet Stout has joined the family of Miller Reserve beers. It is available nationally in both 12-ounce, longneck bottles and kegs.

The product will be supported by print advertising and point-of-sale materials, said Jeff Kellar, brand manager.

Blue World Launches Line

ESSEX, Conn. -- A new firm here called Blue World Beverage Co. has launched a line of natural sparkling and noncarbonated spring waters, fruit drinks and ready-to-drink iced teas.

Co-founder Ray Maher called Blue World an "aquatic environmental beverage company. We will be donating half of Blue World Beverages' profits to national and grassroots environmental efforts that focus on education, protection and conservation of all waters."

Reusable Dispenser Marketed

SAN DIEGO -- A company called Soda Matic USA here is marketing a reusable dispenser for carbonated beverages that uses the bottles' own pressure to propel the liquid into a glass.

The patented design, resembling the dispenser head of a seltzer bottle, replaces the screw top of a two-liter bottle and seals in the carbonation while dispensing the liquid. The product is being packaged as a J-hook or clip strip item.