Stroh Brewery Thanks Texans with Special Can

Texans have been proud of Milwaukee for 28 years -- at least, they've had a high regard for Old Milwaukee, the beer that's brewed in Longview, Texas. And though the brand has changed brewers during that time, nothing's kept it from being a hometown favorite. The Stroh Brewery of Detroit is currently thanking Texans for that support with a one-state promotion highlighted by a Texas-only package.The promotion, which began in April, features the logos for Old Milwaukee and Old Milwaukee Light inside an outline of the state emblazoned on the cans. A tag line beneath the graphic states: "Proudly brewed in Texas." The program was designed to emphasize this hometown feeling for the brand, which has been brewed in the state since 1966, when Jos. Schlitz Brewing Co. opened a facility there. In 1982, that company was acquired by Stroh, which continues to use the plant.Despite the localized approach for this promotion, both brands are produced at all five of the company's breweries, according to a spokeswoman. The others are in Winston Salem, N.C.; Tampa, Fla.; Lehigh Valley, Pa.; and St. Paul, Minn.In-store promotional materials will feature a 28-by-36-inch hanging price sign made of 80-point styrene in bright Old Milwaukee colors. Plastic price rails are attached to both sides to accommodate pricing information, which is included as interchangeable number signs. Pack-size cards also are included to provide any pricing/size format desired. The danglers come in one-sided versions as well.Easel cards consist of 22-point board stock coated on one side. As with the danglers, they feature logos for both brands on either side of a state outline that contains the message, "Proudly brewed in Texas!" In the lower left corner is the advertising slogan, "It doesn't get any better than this."The sell sheet for the promotion highlights the fact that Stroh has contributed more than $1.5 billion to the Texas economy through payroll, property taxes, production, packaging materials purchased locally and charitable contributions. It also points out the major capital investments made to the Longview brewery and notes that employees bottled and donated 50,000 bottles of fresh drinking water to victims of Hurricane Andrew.Some 2,500 copies of each piece have been produced, according to the spokeswoman, with no time limit set for ending the promotion.

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