Case 6. Marketing Malt Liquor
· January 1991 the company filed for protection in the NY bankruptcy court, claiming a large debt.
· G. Heileman introduced PowerMaster a Malt Liquor with 5.9 percent alcohol content
o Law states beer over 4% alcohol content to be labeled as a malt
o Typical Malt beer is 5.5%
o Typical Average beer is 3.5%
· Summer 1991, the Surgeon General and advocacy group led by the Center for Science in the Public Interest launched a campaign to remove PowerMaster from Store Shelves.
· PowerMaster received pressure from anti-alcohol and African-American activists
o Advertising Campaign
§ Black Male Models
§ Attracted young black and males (make up 1/3 of malt liquor consumption)
§ Urban youth
o The U.S. Surgeon General called the PowerMaster campaign insensitive
§ Would pursue legal action if the brand name wasn't dropped
§ Heileman Brewing Co. discontinued the product
o Government was criticized for getting involved
§ One newspaper......
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