Open for Business.(Heineken USA Inc., tennis marketing)
Program: Heineken tennis Marketer: Heineken USA, White Plains, N.Y.
Agencies: Lowe/SMS, N.Y. (ads); Ryan, Westport, Conn.(promotion); Dunwoodie, N.Y. (pr) Key players: Heineken: Steve Davis, vp-mktg; Ken Kunze, brand dir; Scott Hunter Smith, brand mgr; Pepe Carreras, assoc brand mgr; Steve Hauser, field mktg dir; Lowe: Lee Garfinkle, co-CEO/chief crtv officer; Michael Silver, evp; Ryan: Mary Perry, up; Rob Gotti, mgng dir; Dunwoodie: Roy Bumsted, CEO, Lorraine Raguseo, grp up …
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…USA (Interbrew) Canada 7,365 5. Beck's Beck;s North America Germany 6,655 6. Guiness Stoul Guinness Bass (Diageo) Ireland 5,700 7. Foster's Molson Breweries USA Canada 5,485 (Miller) 8. Tecate Labatt USA (Interbrew) Mexico 4,915 9. Molson Golden Molson Breweries USA Canada 5,925 (Miller) 10. Bass Ale Guinness Bass (Diageo) U.K. 5,035 Brand % change Share of import market (96 vs. 97) 1996 and 1997 1. Corona Extra 39,280 36% 17.2% 20.7% 2. Heineken 38,995 6.2 21.9 20.6 3. Molson Ice 10,675 -10.1 7.1 5.6 4. Labatt Blue 9,245 25.5 4.4 4.9 5. Beck's 7,400 11.2 4.0 3.9 6. Guiness Stoul 7,075 24.1 3.4 3.7 7. Foster's 6,670 23.2 3.3 3.6 8. Tecate 6,015 22.4 2.9 3.2 9. Molson Golden 5,835 1.5 3.5 3.1 10. Bass Ale 5,700 13.2 3.0 3.0 Source: Impact Databank COPYRIGHT 1998 BPI Communications, Inc.
COPYRIGHT 2000 Gale Group
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