EXPLORERS BREW
February 1st, 2004
BY PHILIP FINE
A SMALL US brewer, wanting to give off that frontiersman feel, decided to use a famous image of America's early-19th century explorers Meriwether Lewis and William Clark for an advertising campaign. Kansas City's Boulevard Brewing Co. chose a 40-year-old logo featuring their silhouettes but rather than pointing a finger west, one of the explorers would now hold a bottle of Boulevard Pale Ale. They were all set to ship US$15,000 worth of metal signs bearing the image to restaurants, pubs and liquor stores throughout the Midwest. But then they got a ...
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