EVENTS & PROMOTIONS;BOUND FOR ATLANTA;OLYMPIC CITY AWASH IN EVENTS SPONSORED BY RIVAL BREWERS

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While Anheuser-Busch rides into Atlanta this week astride its $40 million Olympic sponsorship, a shelf full of beer rivals will also be getting a buzz off the Games by tying into events being staged in the area.

In doing so, competitors that didn't want to pay millions to be an official Olympic sponsor will still gain exposure to an estimated 750,000 to 1.5 million consumers daily during the 17 days of the Summer Games.

MILLER BACKS CONCERTS

Miller Brewing Co. on July 18-the day before the Games begin-kicks off 18 consecutive nights of concerts. This is Miller's fourth year sponsoring the Summer Sounds of Underground, but the previous concert series have stretched over a longer period during the summer.

Kevin Foster, an Atlanta-based Miller marketing manager, contended he didn't think people would discern a tie-in between the Olympics and the concerts staged at the Underground Atlanta tourist attraction. "I think they just look at it as a summer event for the most part," he said.

Miller said that Summer Sounds' schedule is intended to reach the maximum number of consumers most efficiently.

Coors Brewing Co. is sponsoring the Coors Historic Roswell Festival and Warsteiner Importers Agency the Warsteiner Village '96, a beer garden-entertainment center (AA, July 8). Dribeck Importers' Beck's is presenting sponsor of Samsung '96 Expo. A-B itself is a lower-level sponsor of the expo.

A-B is also a sponsor of the California Block Party. California Cafe, a San Francisco-based restaurant chain, bought the rights to rename what had been the Kudzu Alley Street Festival. Tom Pearce, president of Block Party Productions, expected to sign other last-minute sponsors including marketers of liquor and non-alcoholic beverages for the $1 million event.

In addition, A-B is a sponsor of the House of Blues chain's fair and music events during the Olympics (AA, July 1).

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