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HILL HOLLIDAY READIES NEW LIGHT BEER DEBUT

By Published on .

BOSTON (AdAge.com) -- New Century Brewing Co. next month will roll out Edison beer in Massachusetts and Rhode Island, with national distribution expected by early 2003.

The 109-calorie lager will try to go head to head with the likes of Anheuser-Busch Cos.' Bud Light. Bottles should be in the Northeast and New York by the end of the year, said Ted Richardson, vice president of marketing.

Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, Boston, is handling the advertising, which will cover point-of-sale and on-premise activity. The target beer drinker is 21- to 27-year-old men.

Mr. Richardson said if there are line extensions, they will be light beers. Edison is brewed by the Matt Brewing Co. in Utica, N.Y. New Century CEO Rhonda Kallman helped launch Samuel Adams Boston Lager at Boston Beer Co.

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