Pabst kicks up spending to $40 mil

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Pabst Brewing Co. is launching a $40 million radio, newspaper and outdoor ad campaign to boost its regional presence, after having spent just $187,000 last year. Realizing it cannot compete nationally with Anheuser-Busch and Miller Brewing Co., the country's No. 4 brewer is trying to gain in areas where it has a good presence--the Pacific Northwest with Rainier, the Midwest with Old Style and Texas with Lone Star, said National Sales Director David Mahoney. Pabst has handled advertising in-house.

Copyright July 1999, Crain Communications Inc.

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