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New Amsterdam Co. has an election year message for beer drinkers: "Don't drink and vote."

The tagline will appear on campaign-style buttons this summer promoting limited-release New Amsterdam Election '96 Campaign Ale, one of three brands the microbrewer will introduce next month.

New Amsterdam's Campaign Ale label will bear donkey and elephant logos. The ale will get on-premise distribution in bottles and draft to major markets-particularly San Diego and Chicago, home to the Republican and Democratic National Conventions, respectively, in August.


Promotional efforts will include on-premise "campaign parties." The brewer handles all marketing and promotions in-house.

New Amsterdam isn't the only brewer capitalizing on election fever this year. Miller Brewing Co. is running a "Miller Lite Party" promotion, via Leo Burnett USA, Chicago, tied to the election year.

"We don't have the budgets of an Anheuser-Busch or a [Miller parent] Philip Morris-we have to use simple stuff," said Joseph J. Magliocco, New Amsterdam managing director.

He noted Campaign Ale "is literally a special-release beer-we're not tying in an existing product with new campaigns."

New Amsterdam will introduce two other flavors nationally next month: Summer Citrus, a seasonal brew; and India Dark Ale. Neither will get marketing support.

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