USA: Anheuser-Bush plans starting with rivals massive marketing campaign to improve the beer�s image and consumption in USA

Anheuser-Busch, the Brewing giant of America, is trying to recruit its rivals into a joint marketing effort to polish beer's image and increase its market share according to the report of United Press International of November 11.

The brewer’s plan would have been inspired by the "Got milk?" campaign. Beer is still the largest seller among alcoholic beverages in the United States with 58 percent of the market. But its share has slipped 3 percent in six years as hard liquor, wine and cocktails get an increasing popularity within young adults group age.

The executive vice president for global development of Anheuser-Busch, Bob Lachky stated that their plans include borrowing from the wine industry through promoting beer as a combination with food and encouraging consumers to be more adventurous in the way they would use beer.

Mr. Lachky sad that they would probably run an ad campaign that would show people from all over the globe the world who will toast with beer and celebrities saying with whom they would like to have a beer.

By this campaign Anheuser-Busch expects to increase considerably not only the image but also the consumption of beer in USA.