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Raise A Glass To Independence!
June 29, 2006
Celebrate Beer’s Role in the First Fourth of July
This July 4, “Here’s To Beer,” the industry development effort led by Anheuser-Busch, is reminding Americans to celebrate beer’s role in the birth of our nation. “Here’s To Beer” will debut a new print ad in USA Today on Friday, June 30, reminding adult consumers that beer and taverns were a critical part of the revolution and the founding of the United States of America.
“Our founding fathers were brewers and patriots who met at taverns and bars to drink beer and plan our independence,” said Bob Lachky, executive vice president, global industry development, Anheuser-Busch, Inc.
“Beer brings people together to share good times, and often, great ideas. This is as true today as it was when our founding fathers were exchanging revolutionary ideas over a beer.”
Many of the nation’s founding fathers were brewers. George Washington was an avid home brewer and maintained a brewery at his Mount Vernon estate. His handwritten recipe for porter can be found today at the New York Public Library.
In addition, he delivered his famous “Farewell to Arms” speech to his officers at the end of the war in a New York tavern.
It also is thought that Thomas Jefferson developed early drafts of the Declaration of Independence at an inn and tavern in Philadelphia.
After his presidency, Jefferson spent much of his time exploring brewing techniques and constructed a brewery at Monticello, his Virginia estate.
Numerous bars and taverns throughout New England served as meeting places to discuss politics and prepare for war, many of which are still in existence today.
In conjunction with current advertising to support the industry development effort, “Here’s To Beer” is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. In the first phase of the contest, entrants nominated anyone – famous or unknown – and provided 50 words or less to make their case.
Five finalists will be selected to receive a video camera to record their stories, which will be posted on the Web site. Beginning July 24, consumers can visit www.herestobeer.com to vote on their favorite video.
The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site, www.herestobeer.com, has averaged nearly 100,000 hits per month. The Web site is available in English and Spanish.
June 29, 2006
Celebrate Beer’s Role in the First Fourth of July
This July 4, “Here’s To Beer,” the industry development effort led by Anheuser-Busch, is reminding Americans to celebrate beer’s role in the birth of our nation. “Here’s To Beer” will debut a new print ad in USA Today on Friday, June 30, reminding adult consumers that beer and taverns were a critical part of the revolution and the founding of the United States of America.
“Our founding fathers were brewers and patriots who met at taverns and bars to drink beer and plan our independence,” said Bob Lachky, executive vice president, global industry development, Anheuser-Busch, Inc.
“Beer brings people together to share good times, and often, great ideas. This is as true today as it was when our founding fathers were exchanging revolutionary ideas over a beer.”
Many of the nation’s founding fathers were brewers. George Washington was an avid home brewer and maintained a brewery at his Mount Vernon estate. His handwritten recipe for porter can be found today at the New York Public Library.
In addition, he delivered his famous “Farewell to Arms” speech to his officers at the end of the war in a New York tavern.
It also is thought that Thomas Jefferson developed early drafts of the Declaration of Independence at an inn and tavern in Philadelphia.
After his presidency, Jefferson spent much of his time exploring brewing techniques and constructed a brewery at Monticello, his Virginia estate.
Numerous bars and taverns throughout New England served as meeting places to discuss politics and prepare for war, many of which are still in existence today.
In conjunction with current advertising to support the industry development effort, “Here’s To Beer” is hosting a consumer contest called “Who Would You Have a Beer With?” at www.herestobeer.com. In the first phase of the contest, entrants nominated anyone – famous or unknown – and provided 50 words or less to make their case.
Five finalists will be selected to receive a video camera to record their stories, which will be posted on the Web site. Beginning July 24, consumers can visit www.herestobeer.com to vote on their favorite video.
The creator of the winning video will receive a trip for four to the ultimate destination for beer lovers, Oktoberfest in Munich, Germany.
In February, Anheuser-Busch spearheaded the launch of the “Here’s To Beer” campaign with its first ad broadcast during the Super Bowl telecast. The grassroots campaign to elevate the image of beer focuses on three key areas:
Reminding consumers of the social value of beer – it brings people together in an unpretentious way.
Romancing the product and the art of brewing – reinforcing beer’s refreshment, all natural ingredients and the beauty of its liquid.
Encouraging consumers to view beer differently – giving them new ways to enjoy beer including ideas and recipes for pairing with food.
Since February, the “Here’s To Beer” consumer Web site, www.herestobeer.com, has averaged nearly 100,000 hits per month. The Web site is available in English and Spanish.