Marketing Malt Liquor (Case Study)

Marketing processed milk Liquor (Case Study) Case 6. Marketing Malt Liquor · January 1991 the company fi take for protection in the NY bankruptcy court, claiming a large debt. · G. Heileman introduced PowerMaster a Malt Liquor with 5.9 percent alcoholic drink content o Law states beer over 4% alcohol content to be labeled as a malt liquor o Typical Malt beer is 5.5% o Typical modal(a) beer is 3.5% · Summer 1991, the Surgeon superior general and advocacy group led by the Center for Science in the Public interest launched a campaign to remove PowerMaster from Store Shelves.

· PowerMaster received pressure sensation from anti-alcohol and African-American activists o Advertising Campaign § Black potent Models § Attracted young black and males (make up 1/3 of malt liquor consumption) § Urban youth o The U.S. Surgeon General called the PowerMaster campaign insensitive § Would pursue legal action if the strike off name wasnt dropped § Heileman Brewing Co. di...If you want to get a full essay, order it on our website: Orderessay

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