Beer Industry Targets Younger Drinkers with a Clear Message

The Alcoholism Report, March 1993 | Go to article overview

Beer Industry Targets Younger Drinkers with a Clear Message


The alcohol beverage industry, in particular the brewers, are zeroing in on yet another way to attract youthful drinkers. On the heels of Pepsi's introduction of Crystal Pepsi, a clear beverage with a cola taste, comes clear beer, and it's aimed at women and America's young drinkers.

Miller Brewing Company will be one of the first to market its newest product, Clear Beer. It's brewed using a special filtration process that removes the color and the foam, leaving a clear,lightly carbonated alcoholic beverage. Facing declining revenues, Miller will introduce Clear Beer in a number of markets, beginning in April. The new campaign is an attempt to capitalize on a marketing trend towards so-called "clear" products. Economics may be playling a role in developing and marketing the new brew. Last year, Miller's profits dropped by 14 percent.

Field organizations are upset at the trend. Christine Lubinski, former director of public policy for the National Council on Alcoholism and Drug Dependence, Inc. …

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