AUSTRALIA BEER
March 1st, 2004
BY MONICA DOBIEAUSTRALIA'S largest brewers, Foster's and Lion Nathan, have shifted their marketing focus by spending more money promoting brands for the under-30's market, rather than their more established lines. According to the Melbourne Age newspaper, both companies invested heavily in campaigns advertising youth-oriented brands in 2003, to curtail a decline in beer consumption due to the popularity of alcopops. Lion Nathan spokesman, Warwick Bryan, said it was more cost-effective to switch their focus, which resulted in volume sales increasing by 36 per cent ...
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