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Anheuser-Busch’s creates 9th Street Beverages non-alcoholic subsidiary

BY Jim Wright

ST LOUIS In an attempt to “establish a clear separation between the beer business and the non-alcohol business,” Anheuser-Busch stated Tuesday it has created a non-alcoholic subsidiary specializing in energy drinks and high-end waters.

That 9th Street Beverages subsidiary, which will include such brands as 180 Energy, BORBA Skin Balance Water, Icelandic Glacial and Monster, will have its own leadership structure for non-alcohol decision-making and sales and marketing personnel focused solely on marketing and expanding distribution of non-alcohol products.

David English will serve as vice president and general manager; Brian Belobradic, vice president of sales and Tom Burkemper, director of marketing.

The company stated that sales teams have been hired in major cities nationwide to focus on growing the non-alcohol brand portfolio in alcohol-licensed accounts as well as in non-licensed accounts and with A-B’s wholesalers.

Sales performance for A-B’s non-alcohol portfolio is up 77 percent this year, according to Anheuser-Busch, but the company still sees opportunities in gyms and health stores. The new subsidiary also is working on new “energy, specialty and new age product concepts.

Anheuser-Busch debuted its first non-alcoholic drink with 180 Orange-Citrus Energy Drink in 2001.

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Quaker heart health campaign to team up with TV talk show

BY Alaric DeArment

NEW YORK Quaker Oatmeal is collaborating with ABC’s “Live with Regis and Kelly” to promote both itself and heart health.

A segment of the show in which audience members answer trivia questions and dance will include Quaker and its heart-health “Living Proof” campaign. Viewers will be able to upload or mail in videos of their dance moves to win money, and grand prize winners’ videos will appear daily on the show, with their makers answering trivia questions by phone. The prize will be $10,000, with $50,000 offered for the final round.

Quaker Oatmeal will work with Chicago-based advertising agency Element 79 Partners to promote its “Living Proof” campaign.

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Consumer reports say Halloween 2008 spending will be a blow-out

BY Jenna Duncan

WASHINGTON Information released from BIGresearch’s National Retail Federation consumer actions for Halloween survey showed that more shoppers plan to celebrate the holiday this year—about a 6 percent rise in survey participants than last year.

The survey reported that the average Halloween shopper plans to spend $66.54 preparing for the holiday. That figure is up from $64.82 in 2007. Furthermore, celebrants plan to spend about $24.17 per participant on costumes, $20.39 each for candy, $18.25 on average for decorations and around $3.73 each on greeting cards. The survey also found that young adults ages 18 to 24 years-old said that will spend about $86.59 on Halloween—more than any other age group.

The National Retail Federation’s Halloween Consumer Intentions and Actions Survey estimated the total to be spent on the holiday in 2008 at $5.77 billion. 

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