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We Amer By JOHN KOZMA said the mai Gamecock Staff Writer the industry "light" or The largest selling beer doesn't beer, impoi come from Holland or Germany, liquor, but it is brewed right here in The smal America. The name is Budweiser. foreign bee This should come as no surprise, Steinman s since me urcr inarRei in ine U.S. IS aDOUt 'I pc more than double the size in any market. "A other country. Americans con- to like the fc sume about 160 million barrels of said. beer annually, compared with The 3.2 Great Britain at 75 million and markets in s West Gennany at 55 million. Hie at a lower i latest reports on beer sales show These bee increases in 26 of 33 states, ac- per cent ale cording to a monthly report by most beers < uppenneimer&uo., inc. indicating percent, s the U.S. beer market has yet to director of level off. Brewing Co THE TAPPING of new sub- A LOWER markets seems to be an important characterisl factor in recent increases. Jerry "light" be< Steinman, publisher of Beer "When you Marketers Insights, a bimonthly content you newsletter for beer distributors, content," h ^ sub ceii brings you yogu? REALLY! i Dannon Yoj All Natural - All F delivered to your door at nc Sub Cent 1115 Assembly St. Phone (across from State /7< IfAD hrvmcrn f-V/IV I IV/ I I IV/V?V I ' .. . V ' CHANNA'S WEARING THE F SEMBLE FOR HOMECOMING / BROWN CORDUROY SEPERATI MED IN SUEDE AND FROM TH JOSHUA TREE. 7ihf* %mi/^ /l i A -urn/ 610 haRden St. 25 fashionable & AffopfcABle femi icons jus1 or product divisions in contain about 100 caloi ' are "regular" beer, Steinman said li| low calorie beer, 3.2 comprise about 10 per rted beer and malt market. Each of the top thr lest markets are for now produces its ov rs nnrt mail 1 i ril inrc amnt<qi<i?inn 1" .W ?...% % ? ..VJMV1 U, VlllpllUOIIillig II1U IU aid, each represents content in their advert ;r cent of the total lot of college kids tend THESE BREWS >reign beers, Steinman Anheuser-Busch, Sc Miller. beer has its largest Regular beers compr itates where it is taxed of the market, Steinma -ate. even here, there irs have less than 3.2 segmentation. Anh< :ohol by weight, while brews Michelob and Bi contain from 3.2 to four national distribution, aid John Cameron, part of the lower price information of Miller 23 states with Busch b mpany. Schlitz makes a lo brand, Old Milwaukee, I alcohol content is also nationally, as well as P :ic of many of the new is brewed and sold in irs, Cameron said. i reduce the alcohol PABST PRODUCES, also reduce the caloric to its nationally distril e said. These beers Blue Ribbon brand, ii.vr C/ H >* f gurt I A lavors Jr ) p.r.trn mat SSff.W ??? ^ minql BB fes" 'Light' J:':p;::$?;i By JOHN KOZMA namnnnnl/ Gtnlf I1I.U. v?Miiivvwn omu TV I lit * , 'f The latest word fr( JW Court of Appeals is thai appropriate neither mj 4 ' light" nor its phonetic "lite," as a trademarl I!?* I IllSli' 'ERFECT EN- $5.00 a I lT USC. THE Group R us Attn, hum- wo Ke E BRANCH BY skoteboc Safety equ b?ha? 4-9366 ] ... nine AppaRel P \ love tha ries. priced Andeker beer. Red, Whit? ght beers and Blue beer is brewed by Pabsl cent of the in Milwaukee and Pabst, Ga. foi distribution in the north central ee brewers and southeastern states. Pabsl m version, owns two other regular brands, w caloric Eastern and Burgermeister, as ising. well as Big Cat malt liquor. Miller Brewing Company took an IKS are early lead in the low calorie :hlitz and market with its Lite brand, Lite, i but has not introduced any other ise the bulk regular brands. Since its n said. But acquisition in 1971 by Philip is some Morris, Miller has become the suser-Busch fastest growing brewer in the idweiser for country, moving from number and claims seven in production quantity in d market in 1971 to number three in 1976. eer. wer priced THE PHILIP MORRIS interim , distributed stockholders report for the first rirno, which quarter of 1977 cites several Hawaii. marketing innovations as responsible for Miller's recenl , in addition success. These are the "Miller buted Pabst Time" advertising theme, the the higher introduction of seven ounce pony | . . ^ ^ causes heav^ The decision from the Seventh x Circuit reverses the decision handed down by federal district >m the U.S. judge James E. Doyle. t Miller may the term A BREWERY spokesman said . equivalent, that a petition for rehearing has k for beer. been filed with the appeals court. JSoT MBIA SKATEBOARD PARK OAKS SHOPPING CENTER Mon.-T4iurs. ig 1 hour 2:00-10:00 pm I dav Sun' ?ayB 2:00-10:00 pm ates! r_, nt! 2:0001:00 pm irds & Sat. ipment 1 0:00 am-11:00 prr ? clip coupon off on every hour bring this coupon hone 772-3133 ? clip coupon ? ?i age li> i t beer s bottles, and the national move to t all aluminum cans which Miller did before any other breweries. I Now it appears that Miller will try t its hand at a more varied product , line. ! Having recently acquired U.S. production and distribution rights i to Lowenbrau, the popular German k ii:n? i 1 iui|suii., miner nas aireacsy oegun domestic production Full scale introduction of Lowenbrau may be ? followed by two other brands now being tested..Marlboro, and a low f calorie brand, Players, according i to Beer Marketers Insights. i PROBABLY THE biggest check i?:u > : ? 1 uii miner s expansion is lis Drewing capacity. i Having already bolstered its existing breweries, Miller will ! double the capacity of its Fulton, ; N Y. plant to 8 million barrels per year, and the new Eden, N.C. brewery should be producing 8.8 ; million barrels by the end of 1978, See BEER, page 17 ai vj^pj < ^j9p -%?> > 'i';^,iV^ B Bl'i jwRT'^^K --'^;-:^i=|?( s? ^HbVKu I Bill Boineau- THE GAMECOCK 1 debate i He said an appeal to the U.S. i Supreme Court would depend upon the decision on that petition. After purchasing the Lite I trademark from Meister Brau in 1972, Miller made some marketing adaptations which resulted in a ? highly successful product, said ISidney Diamond, a member of New York Bar, in Advertising Age. Miller proeeded to sue Peter Hand, Schlitz and Heileman brewers for the infringement when the term "light" was prominently displayed on their new brands. The Heileman suit resulted in | Judge Doyle's preliminary in| junction halting Heileman's use of the term light as a part of its brand numa Plai/ifl QKinlAti ? iiuiiiv. 1/uuu uaupicj , a JJI UIOMir in the copyright and trademark i area at USC's Law School, said he would be interested in what the Court of Appeals said about the original Meister Brau patent, "but I don't think they (Miller) can win because the term light is ^ descriptive." A DESCRIPTIVE term is one that gives some direct information about the product. A term which is J suggestive, standing for some idea I related to the product through the | consumer's imagination, can, unlike a purely descriptive term, ! be entitled to protection, Shipley I cairi